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CHAPTER III RESEARCH METHODOLOGY
A. Research Design.
This was a correlation study Sekaran, 2006 which attempted to investigate the statistical relationship between the online customer satisfaction
with few independent variables such as advertisement, service quality, customer experiences and brand. This was field a study whereby all variable
were not manipulated or controlled, thus no artificial was created. The sample, unit analysis, sampling method and time horizon were discussed. The data are
analyzing using SPSS Statistical Analysis Software 17.
Figure 3: Flow Chart of Research Approach Bibliographic review
Prepare and distributing questionnaires
The analysis of the questionnaires
Data analysis
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B. Unit of Analysis.
The unit of analysis refers to the level of aggregation of the data collected during the subsequent data analysis stage. The research is focusing
on customer satisfaction in purchasing decision especially in booking ticket online. The unit of analysis for this study is individuals of Indonesian students
who are using AirAsia Airlines. These individuals include students from 5 Universities in Malaysia. They are Universiti Utara Malaysia, International
Islamic University Malaysia, Universiti Technology Malaysia, Universiti Saint Malaysia and University of Malaysia The population of sample
comprised more than 1500 degree Indonesian student In Malaysia. The sample appropriate recommended by Sakaran 2003 is 200 respondents.
These students were chosen is this study because they are the most probable ones using AirAsia. This would provide a more reliable answer to our
research questionnaire about purchasing decision of e-ticketing.
C. Research Sampling.
The respondents are selected through purposive sampling. Purposive sampling used is judgment. According to Sakaran 2006, Judgment involve
the choice of subjects who are in the best position to provide the information required by respondents typically are chosen using non probability methods,
first researcher selected 5 Universities in Malaysia as population which is have mentioned, The target respondent is the student who ever travel with
AirAsia Airplane and the responded should be Indonesian student in Malaysia.
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D. Instrument and Measurement.
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