BEHAVIOR USING ONLINE ADVERTISEMENT: USING TAM (TECHNOLOGY ACCEPTANCE MODEL).

THESIS

BEHAVIORUSINGONLINEADVERTISEMENT:USINGTAM

(TECHNOLOGYACCEPTANCEMODEL)

BY:

MRIDOMULIAPUTRA

0810524105

ProposedasapartialrequirementtoobtainBachelorDegree

INTERNATIONALMANAGEMENTDEPARTMENT

ECONOMICSFACULTY

ANDALASUNIVERSITY

PADANG 2012

This thesis has already examined and passed on April 30, 2012. This abstract has already approved

by supervisor and examiners:

Acknowledged,

Head of Management Department

Dr. Harif Amali Rivai, SE,M.Si Nip. 197110221997011001

Alumnus has already registered at Faculty/University and gets Alumnus’ Number:

____________ Signature

Staff of Faculty/University Alumni’ Number At Faculty Name Signature Alumni’ Number At University Name Signature

Alumni’NumberatUniversity: _{M.RidoMuliaPutra} Alumni’NumberatFaculty: a) Place/Date of Birth: Painan/ October f) Graduation Date: April 30, 2012

19, 1989 g) Grade: Very Satisfactory b) Parents’ Name: Idealsyah; Ummul h) GPA: 3.16

Chair i) Length of Study: 3 years 8 months c) Faculty: Economic j) Parents’ Address: Payakumbuh d) Major: Management International

e) ID Number: 0810524105

BEHAVIORUSINGONLINEADVERTISEMENT:USINGTAM(TECHNOLOGY

ACCEPTANCEMODEL)

BachelorThesisby:M.RidoMuliaPutra Supervisor:Dr.VeraPujani,SE,M.Tech

Abstract

The current research proposes the testing of TAM (Technology Acceptance Model) on online advertisement of Andalas

Universitystudentwithtotalof220respondentsparticipatedinthisresearchbyusingconveniencesamplingtechniqueand total question are 26 items. The findings indicate that perceived ease of use, perceived usefulness and attitudes toward

onlineadvertisementwerepositivelyrelatedtobehaviorintention.

Keywords:tam,attitude,behavioralintention,onlineadvertisement

Signature 1 2 3

PREFACE

InthenameofAllahSWTTheMostMerciful,theMostGracious….

Alhamdulillah,allpraisestoAllahSWRforgivingmechances, guidelines, knowledge,abilitiesandeagernesstofinishthisthesiswiththetitle“BehaviorUsing OnlineAdvertisement:UsingTAM(TechnologyAcceptanceModel)”.

This thesis was conducted in order to fulfill one of requirement for an UndergraduateDegreeinManagementDepartment –EconomicFacultyofAndalas UniversityforgettingaBachelordegree.Thisthesishasbeenpreparedaswellasthe capabilityofresearcher.

Researcher realizes that this thesis cannot be finished without supports and helpsfromsuchpartieswhocannotbementionedall.Onthisoccurrence,Iwouldlike toexpressmygratitudetothosewhohavesupports,facilitatingandencouragingmein life,especiallyinacademics.

Researcher understands that this thesis still needs improvement due to few limitations.I,thereforewouldgladlywelcomesuggestionsandcriticstoimproveits quality. Researcher hopes that this thesis will make valuable contribution to academicians,studentsandreadersingeneral.Amin.

Padang,May2012 Researcher

ACKNOWLEDGEMENT

InthenameofAllah,themostgracious,themostmerciful.Alhamdulillah,praiseisto AllahSWTwhohasgiventhewriterstrengthandchancetofinishthisthesiswithtitle

“Behavior Using Online Advertisement: Using TAM (Technology Acceptance

Model)”.

Writer realizes that this thesis is still far from perfection. So, writer is expecting guidanceandsuggestiontomakethisthesisbetter.Writeralsorealizesthatsuccessful cannotbeseparatedfromthefavorsandassistancesofexceptionalpeopletowhomI amverygrateful.Onthisoccurrence,Iwouldliketoexpressmygratitudetothosewho havesupportandencouragemeonmylife,especiallyinacademiclife.

1. Myendlessloveisdedicatedtomybelovedfamily.Alotofthanksmustbe deliveredtomybelovedfather,Idealsyah,theonewhoalwaysdemandingmy thesis,supportingmeallthetime,mymotherUmmulChair,dearestpersonin theworld,mybrotherSonnyYossPartyandmysisterMayaSari.Ialsowould liketothanktobangIjunandkakVanny,and….mythreelittleheroes,Andra, Aksel,andLuthfi.

2. Prof.Dr.H.SyafruddinKarimi,SE,MA,astheDeanofEconomicFaculty. 3. Dr.HarifAmaliRivai,SE,M.SiastheHeadofManagementDepartmentand

mythesisexaminers.

4. Iamverythankfultomysupervisorandacademicadvisor,Dr.VeraPujani,SE, M.Tech. who guided and lead me to complete my thesis. You’re very cooperative conveying your clear and sensible ideas for the sake and the goodnessofmythesis.

5. DianRaniYolanda,SE,M.Bussasmythesisexaminers.Thankyouforyour suggestionsandcorrectionsforthisthesis.

6. AlllecturersofInternationalProgram.Thankyouverymuchforteachingand educatingme.MayAllahblessyouall.

7. Forallmybestf*censored*friends,Rendi,Yudi,Ericha,Nita,Ieie,andFeni whoalwaysthere,don’tstoplovingmeokay!

8. AllInternationalManagement’08members.Thanksforthetogethernessand thefavorsalongourwayincampus,toallmyfans<3thanksforyourpatience infacingme,hehe

9. For those who included in Faculty of Economics big-family, management bureaustaffs,dean’sofficestaffs,InternationalProgramstudents,andmany unmentionednames.Thankyouverymuch.

10. Rimon,myroommate,finishyourthesisASAP!Tiara,Bowo,Yonacs.Kak Ayu:pthank youverymuchforsupporting,motivation,andhelpingmeat everything,MembersofKKNManggopoh2011,ourprecioustwomonthswith pakPongandnekgadih,sounforgettable.

Lastbutnotleast,manygreatthankstootherpartiesthatcan’tbementioned above,allofyourhelpsareverymeaningfultome.

Padang,May2012 Writer,

TABLE

OF

CONTENTS

TableofContents... i

ListofTables... v

ListofFigures... vii

CHAPTERI INTRODUCTION ... 1

1.1.BackgroundoftheResearch... 1

1.2.ProblemStatement... 4

1.3.PurposeoftheResearch... 5

1.4.ScopeoftheResearch... 5

1.5.ContributionoftheResearch... 5

1.6.StructureoftheResearch... 6

CHAPTERII LITERATUREREVIEW ... 7

2.1.OnlineAdvertisement... 7

2.1.1.Advertisement... 7

2.1.2.AdvertisingMedia... 8

2.2.TheoryofReasonedAction(TRA)... 11

2.3.TechnologyAcceptanceModel(TAM)... 14

2.3.1.PerceivedUsefulness... 16

2.3.2PerceivedEaseofUse... 16

2.4.Attitude... 17

2.4.1ComponentofAttitude... 18

2.4.2FunctionofAttitude... 18

2.4.3ChangingAttitudes... 19

2.4.4BarriertoChangeAttitudes... 19

2.5Behavior... 21

2.6PreviousStudy... 24

2.7ResearchModel... 29

CHAPTERIII RESEARCHMETHODOLOGY... 30

3.1.ResearchDesign... 30

3.2.PopulationandSample ... 30

3.3.Data... 31

3.4.DataCollectingMethod... 31

3.5.MeasurementVariables... 32

3.6.OperationalDefinition... 33

3.7.DataAnalysis... 34

CHAPTERIV ANALYSISANDRESULTS ... 39

4.1SurveyResults... 39

4.2QuestionnaireResponse... 39

4.3DescriptiveAnalysis... 40

4.4DescriptionofResearchSample... 40

4.4.1.BasedonGender... 40

4.4.2.BasedonAge... 41

4.4.3.BasedonDegree... 41

4.4.4.BasedonFaculties... 42

4.4.5.BasedonProgramStudies... 42

4.4.6.BasedonOnlineLocation... 44

4.4.7.BasedonOnlineDuration... 44

4.4.8.BasedonActivitiesduringUsingInternet... 45

4.5DescriptiveofItemsRespondforEachVariable... 46

4.6MeasurementofDataEntry... 49

4.6.1.TestingofValidity... 49

4.6.2.TestingofReliability... 52

4.6.3 TestingofNormality... 54

4.7MeasurementofFitModel... 56

4.7.1.StructuralEquationModeling(SEM) ... 56

4.8HypothesisTesting... 61

4.9DiscussionofResearchFinding... 66

4.9.1.Perceivingeaseofuseonlineadvertisementhasasignificanteffect ontheperceivedusefulnessofonlineadvertisement... 66

4.9.2.Perceiveeaseofusehasasignificanteffectonattitudetowardusing onlineadvertisement... 68

4.9.3.Perceivedusefulnesshasasignificanteffectonattitudetowardusing onlineadvertisement... 69

4.9.4.Perceivedusefulnesshasasignificanteffectonintentiontouse onlineadvertisement... 71

5.6.5.Attitudetowardusingonlineadvertisementhasasignificanteffecton

intentiontouseonlineadvertisement... 73

CHAPTERVCONCLUSIONS,LIMITATIONS,RECOMMENDATION,AND IMPLICATIONS ... 75

5.1.ConclusionoftheResearch... 75

5.2.Implication,Limitation,andRecommendation... 77

5.2.1.LimitationandRecommendationoftheResearch... 77

5.2.2ImplicationoftheResearch... 77

REFERENCES... 79

APPENDICES ... 85

Appendix1QuestionnaireResearch... 85

Appendix2QuestionnaireTranslate... 88

Appendix3FrequencyofRespondentCharacteristics... 91

Appendix4Validity,Reliability,andNormalityTesting... 99

Appendix5StructuralEquationModel... 108

LIST

OF

TABLES

Table3.1PopulationofAndalasUniversityStudents... 32

Table3.2Likert’sScale... 33

Table3.3OperationDefinition... 34

Table3.4EvaluationofSEMwithGoodnessofFitMeasure... 38

Table4.1SurveyResult... 39

Table4.2RespondentBasedonGender... 41

Table4.3RespondentBasedonAge... 41

Table4.4RespondentBasedonDegree... 42

Table4.5RespondentBasedonFaculties... 43

Table4.6RespondentBasedonProgramStudies... 43

Table4.7RespondentBasedonOnlineLocation... 44

Table4.8RespondentBasedonOnlineDuration... 45

Table4.9RespondentBasedonActivitiesduringusingInternet... 45

Table4.10BehavioralIntention... 46

Table4.11EaseofUse... 47

Table4.12Attitude... 48

Table4.13PerceivedofUsefulness... 49

Table4.14ValidityTestingBehavioralIntention... 50

Table4.15ValidityTestingofEaseofUse... 50

Table4.16ValidityTestingofAttitude... 51

Table4.17ValidityTestingofPerceivedofUsefulness... 52

Table4.18ReliabilityTesting... 53

Table4.19NormalityTesting... 55

Table4.20NormalityTestingAfterTransform... 56

Table4.21EvaluationofSEMwithGoodnessoffitMeasure... 59

Table4.22RegressionWeight... 61

Table4.23RegressionWeightH1... 63

Table4.24RegressionWeightH2... 63

Table4.25RegressionWeightH3... 64

Table4.26RegressionWeightH4... 64

Table4.27RegressionWeightH5... 65

Table4.28SummaryofHypothesesTesting... 65

LIST

OF

FIGURES

Figure1.1StructureoftheResearch... 6

Figure2.1TheoryofReasonedAction... 12

Figure2.2TheoryAcceptanceModel... 15

Figure2.3IndividualBehaviorFramework... 21

Figure2.4ResearchModel... 29

Figure4.1PathDiagramfortheInitialTheoreticalModel... 62

CHAPTERI INTRODUCTION

1.1BackgroundofResearch

Technologygrowthrapidlyoverthetime.Internetisoneofthemostuseful inventionintheworld.Internetisaninterconnectednetworkofavastnumberof networksandcomputerstogether(LaudonandTraver,2004).Theoriginalaimof internetistocreateanetworkthatwouldallowusersofaresearchcomputeratone universitytoableto“talkto”researchcomputersatotheruniversities. Today,the internetisapublic,cooperative,andself-sustaining,theinternetusesaportionofthe totalresourcesofthecurrentlyexistingpublictelecommunicationnetworks.Anyone can use or operate the Internet. They can use internet for many purpose, like entertainment,business,education,andothers.Byusinginternet,wehaveaccessto millionsofpagesinformation.

The revolutionary nature of the internet has dramatically impacted the computerandcommunications’worldlikenothingbefore.Almostinstantaneously, theInternetwithitsworldwidetransmissioncapabilityhasbecomeamechanismfor informationdissemination,andamediumforcollaborationandinteractionbetween individualsandtheircomputerswithoutregardforspace,timeandlocation(Leiner, 2003).TheInternetrevolutionhaschangedthewayindividualswork,shop,search and collect information, and how they entertain and educate themselves. The technology has allowed for greater user capabilities, such as two-way

communication, control of navigation and creation of content, while the pervasiveness of this medium has created new challenges and opportunities for

businesses’ competing in today’s dynamic environment, such as understanding consumerneedsandexpectationsinonlinecommunicationandinteraction.

Advertisementdefinitionis“anypaidformofnonpersonalpresentationand promotionofideas,goodsorservicesbyanidentifiedsponsor”(Kotler2003,p.590). Therearesomanyadvertisementsthatcanbefoundininternet.OnlineAdvertising canbedefinedasinternetadvertisingwhosegoalitistodrivecustomerstoyour websiteorlocations,ortomakeacallregardingyoursproductsorservices.

Whiletraditionaladvertisingisusedbymanycompaniestodrivecustomersto theirwebsites,manybusinessesaretryingonlineads(suchasbanners,pay-per-click ads, pay-per-call ads and pop-ups) in e-newsletters, on compatible websites, on search enginesand inonlineversionsofnewspapersand magazinesas awayof reachingpeoplewhousetheinternetforshoppingorgatheringinformation.

Onlineadvertisingisnolonger“new”tobusinesses.Wecanfindthemin socialnetworksitelikeFacebookandMySpace.Notonlyhasthat,businessesalso madespecialaccountinTwittertopromotetheirproductsandservices.Infacebook wecanfindsomanyadvertisements,likeclothes,gadget,toys,sportequipments,and otherstuff.Theyputtheadvertisementontherightsideofpages.Ifyouclickthe advertisement,thenyouwilldirecttotheadvertisementpage.

The growing availability and usage of Internet, particularly broadband Internet, has created a large audience for Internet advertising. More people are spendingmoretimeonline.TheInternethasreachedwellbeyondthecriticalmassto beconsideredamediumeconomicallyviableforadvertisers.

Developmentofnewonlineadvertisingformatscontinuesastheimproved infrastructureofthemediumhasofferedpublishersandadvertisersmorepossibilities toadoptmorerichandcompellingelementsincreatingadvertisingmessages.From the original banner advertisements to large rectangles, skyscrapers, pop-ups, interstitials,flashanimations,streamingvideos,andsearch-enginesponsoredlinks, advertisers,advertisingagencies,andInternetpublishersaretryingagreatvarietyof differentformatstograbInternetusers’attention. Aquestionnaturallyfollows:Are theyeffective?

TAMisonemodelusedtopredictinformationsystemusage.DavisD.Fred (1989) developed the Technology Acceptance Model that does so by using the independent variables of Perceived Usefulness and Perceived Ease-of-Use. TAM detailshowuserscometoacceptanduseatechnology(DavisD.Fred1989).The model suggests that when users receive a new software package, two factors influencetheirdecisionabouthowandwhentheywilluseit.TheyarePerceived Usefulness(PU)andPerceivedEase-of-Use(EOU;DavisD.Fred1989).Thismodel is one of the most widely employed in the IT literature in terms of predicting behavioralintenttousetechnologies.Sointhisresearch,researcherusesthismodel toseebehavioralofuserstowardonlineadvertisement.

TAM’sfourmajorvariablesare:PerceivedUsefulness(PUasusedwithinthis research), Perceived Ease-of-Use (PEOU as used within this research), Attitude towardUsing(A),andBehavioralIntention(BI).PerceivedUsefulnessisusedas bothadependentandindependentvariablesinceitispredictedbyPerceived Ease-of-Use,andisusedtopredictAttitudetowardUsing.Behavioralintentionisusually measuredusingfrequencyofuse,amountoftimeusing,actualnumberofusages,and diversityofusage(Leeetal.,2003).TheLeeetal.(2003)studyfoundthatPerceived UsefulnessisastrongerdeterminantofAttitudetowardUsingthanPerceived Ease-of-Use, noting that users willingly use the system that has a critically useful functionality(Davis,1989).

Basedonillustrationabove,researcherintentstoconductingaresearchabout

user’sbehaviortowardusingonlineadvertisement,titleofthisresearchis

“BehaviorusingOnlineAdvertisement:UsingTAM(Technology

AcceptanceModel)”

1.2ProblemStatement

Theresearchpurposeistoanswerthisquestion:

“HowdoesTechonologyAcceptanceModel(TAM)explainbehavioralintentions

oftowardonlineadvertisementonAndalasUniversitystudent?”

1.3PurposeoftheResearch

This research purposed to identifytheimpact ofOnlineAdvertisement to behavioroftheviewer.Analysisconductedthroughanalyzingtheinformationfrom many sources, and then this research able to describe the relationship of Online Advertisementwithbehaviorofadvertisementviewers.

1.4 ScopeoftheResearch

Thisresearchhasalimitedscopeofanalysesintermsofnumbersofvariables andobjectoftheresearch.Theresearcherlimitstheresearchcontextbyfocusingin studentsofAndalasUniversity.

1.5 ContributionoftheResearch

Thisresearchstrengthenthetheoriesrelatetoindividualbehaviorandonline advertisement.Itisalsoexpectedtoprovetheperceptiontowardonlineads,andthis researchprovidesthedataandinformationforthenextresearchinsimilarareainthe future.Thisresearchcanbeusedbythecompanyoranypartiesasreferencesto createaneffectiveadsintheinternet.

1.6StructureofResearch Chapter I Introduction Chapter II Literature Review Chapter III Research Methods Chapter IV

Analysis and Results

Chapter V

Conclusion, Limitations, Recommendation, and

Implications

Subchapter:

- Background - Problem Statement - Purpose of the Research - Scope of the Research - Contribution of research - Structure of Research

Subchapter:

- Theoretical Background - Previous study

- Research Model

Subchapter:

- Research Design - Population and Sample - Data

- Data Collection Method - Measurement Variables - Operational Definition

- Data Analysis

Subchapter:

- Overview of Survey Response - Analysis Data

- Discussion of Research Finding

Subchapter:

- Conclusion of Research - Implication, Limitation, and

Recommendation

- Implication of the Research

p

Figure1.1StructureofResearch

CHAPTERI INTRODUCTION

1.1BackgroundofResearch

Technologygrowthrapidlyoverthetime.Internetisoneofthemostuseful

inventionintheworld.Internetisaninterconnectednetworkofavastnumberof

networksandcomputerstogether(LaudonandTraver,2004).Theoriginalaimof

internetistocreateanetworkthatwouldallowusersofaresearchcomputeratone

universitytoableto“talkto”researchcomputersatotheruniversities. Today,the

internetisapublic,cooperative,andself-sustaining,theinternetusesaportionofthe

totalresourcesofthecurrentlyexistingpublictelecommunicationnetworks.Anyone

can use or operate the Internet. They can use internet for many purpose, like

entertainment,business,education,andothers.Byusinginternet,wehaveaccessto

millionsofpagesinformation.

The revolutionary nature of the internet has dramatically impacted the

computerandcommunications’worldlikenothingbefore.Almostinstantaneously,

theInternetwithitsworldwidetransmissioncapabilityhasbecomeamechanismfor

informationdissemination,andamediumforcollaborationandinteractionbetween

individualsandtheircomputerswithoutregardforspace,timeandlocation(Leiner,

2003).TheInternetrevolutionhaschangedthewayindividualswork,shop,search

communication, control of navigation and creation of content, while the

pervasiveness of this medium has created new challenges and opportunities for

businesses’ competing in today’s dynamic environment, such as understanding

consumerneedsandexpectationsinonlinecommunicationandinteraction.

Advertisementdefinitionis“anypaidformofnonpersonalpresentationand

promotionofideas,goodsorservicesbyanidentifiedsponsor”(Kotler2003,p.590).

Therearesomanyadvertisementsthatcanbefoundininternet.OnlineAdvertising

canbedefinedasinternetadvertisingwhosegoalitistodrivecustomerstoyour

websiteorlocations,ortomakeacallregardingyoursproductsorservices.

Whiletraditionaladvertisingisusedbymanycompaniestodrivecustomersto

theirwebsites,manybusinessesaretryingonlineads(suchasbanners,pay-per-click

ads, pay-per-call ads and pop-ups) in e-newsletters, on compatible websites, on

search enginesand inonlineversionsofnewspapersand magazinesas awayof

reachingpeoplewhousetheinternetforshoppingorgatheringinformation.

Onlineadvertisingisnolonger“new”tobusinesses.Wecanfindthemin

socialnetworksitelikeFacebookandMySpace.Notonlyhasthat,businessesalso

madespecialaccountinTwittertopromotetheirproductsandservices.Infacebook

wecanfindsomanyadvertisements,likeclothes,gadget,toys,sportequipments,and

otherstuff.Theyputtheadvertisementontherightsideofpages.Ifyouclickthe

The growing availability and usage of Internet, particularly broadband

Internet, has created a large audience for Internet advertising. More people are

spendingmoretimeonline.TheInternethasreachedwellbeyondthecriticalmassto

beconsideredamediumeconomicallyviableforadvertisers.

Developmentofnewonlineadvertisingformatscontinuesastheimproved

infrastructureofthemediumhasofferedpublishersandadvertisersmorepossibilities

toadoptmorerichandcompellingelementsincreatingadvertisingmessages.From

the original banner advertisements to large rectangles, skyscrapers, pop-ups,

interstitials,flashanimations,streamingvideos,andsearch-enginesponsoredlinks,

advertisers,advertisingagencies,andInternetpublishersaretryingagreatvarietyof

differentformatstograbInternetusers’attention. Aquestionnaturallyfollows:Are

theyeffective?

TAMisonemodelusedtopredictinformationsystemusage.DavisD.Fred

(1989) developed the Technology Acceptance Model that does so by using the

independent variables of Perceived Usefulness and Perceived Ease-of-Use. TAM

detailshowuserscometoacceptanduseatechnology(DavisD.Fred1989).The

model suggests that when users receive a new software package, two factors

influencetheirdecisionabouthowandwhentheywilluseit.TheyarePerceived

Usefulness(PU)andPerceivedEase-of-Use(EOU;DavisD.Fred1989).Thismodel

TAM’sfourmajorvariablesare:PerceivedUsefulness(PUasusedwithinthis research), Perceived Ease-of-Use (PEOU as used within this research), Attitude

towardUsing(A),andBehavioralIntention(BI).PerceivedUsefulnessisusedas

bothadependentandindependentvariablesinceitispredictedbyPerceived

Ease-of-Use,andisusedtopredictAttitudetowardUsing.Behavioralintentionisusually

measuredusingfrequencyofuse,amountoftimeusing,actualnumberofusages,and

diversityofusage(Leeetal.,2003).TheLeeetal.(2003)studyfoundthatPerceived

UsefulnessisastrongerdeterminantofAttitudetowardUsingthanPerceived

Ease-of-Use, noting that users willingly use the system that has a critically useful

functionality(Davis,1989).

Basedonillustrationabove,researcherintentstoconductingaresearchabout

user’sbehaviortowardusingonlineadvertisement,titleofthisresearchis

“BehaviorusingOnlineAdvertisement:UsingTAM(Technology

AcceptanceModel)”

1.2ProblemStatement

Theresearchpurposeistoanswerthisquestion:

“HowdoesTechonologyAcceptanceModel(TAM)explainbehavioralintentions oftowardonlineadvertisementonAndalasUniversitystudent?”

1.3PurposeoftheResearch

This research purposed to identifytheimpact ofOnlineAdvertisement to

behavioroftheviewer.Analysisconductedthroughanalyzingtheinformationfrom

many sources, and then this research able to describe the relationship of Online

Advertisementwithbehaviorofadvertisementviewers.

1.4 ScopeoftheResearch

Thisresearchhasalimitedscopeofanalysesintermsofnumbersofvariables

andobjectoftheresearch.Theresearcherlimitstheresearchcontextbyfocusingin

studentsofAndalasUniversity.

1.5 ContributionoftheResearch

Thisresearchstrengthenthetheoriesrelatetoindividualbehaviorandonline

advertisement.Itisalsoexpectedtoprovetheperceptiontowardonlineads,andthis

researchprovidesthedataandinformationforthenextresearchinsimilarareainthe

future.Thisresearchcanbeusedbythecompanyoranypartiesasreferencesto

1.6StructureofResearch ChapterI Introduction ChapterII LiteratureReview ChapterIII ResearchMethods ChapterIV AnalysisandResults

ChapterV Conclusion,Limitations,

Recommendation,and Implications

Subchapter:

- Background - ProblemStatement - PurposeoftheResearch - ScopeoftheResearch - Contributionofresearch - StructureofResearch

Subchapter:

- TheoreticalBackground - Previousstudy

- ResearchModel

Subchapter:

- ResearchDesign - PopulationandSample - Data

- DataCollectionMethod - MeasurementVariables - OperationalDefinition - DataAnalysis

Subchapter:

- OverviewofSurveyResponse - AnalysisData

- DiscussionofResearchFinding

Subchapter:

- ConclusionofResearch - Implication,Limitation,and

Recommendation

- ImplicationoftheResearch p

Figure1.1StructureofResearch