CHAPTER3 METHODOLOGY 3.1ResearchDesign Aresearchdesignisanimportantcomponentincompilingaresearch.Thisresearch willbeusingtheresearchdesignasshownbelow. Figure3.1ResearchDesign3.2ResearchApproach Inordertodigintotheinformationabouttheinfluenceofinclusivebrand imageincosmeticproducts,themethodologythatwillbeusedisquantitative researchmethodology.Thequantitativemethodisaresearchmethodthatuses objectivemeasurementandstatistical,mathematical,ornumericalanalysis throughthedatathathasbeencollected.Thisresearchwillbeusinga quantitativeapproachforfindingthecorrelationbetweentwovariablesby usinghypothesistesting.Thedatawillbecollectedusing‘GoogleForms’to proveandsupportwhetherthehypothesisiscorrectornot. 3.2.1QuantitativeApproach Quantitativeresearchmethodisamethodologythatisanalyzingvariablesin ordertogetresultsusingnumericaldatawithstatisticaltechniques.According toAliaga,andGunderson(2002),quantitativeresearchisexplainingsome phenomenonusingnumericaldatawhichisthenprocessedwithmathematical methods(Apuke,2017).Itisfrequentlyusedtotesthypothesesanddraw 21 broadconclusionsaboutapopulationfromasample.So,thequantitative approachisusedtogathernumericaldatatotestthehypothesisbyanalyzingit, whichresultsinunderstandingthevariables’spatternandrelationship(Alek, 2023). 3.2.1.1SurveyMethod Asurveyisadatacollectiontoolforcarryingoutsurveyresearch.Surveysare abletoobtaininformationfromlargepopulationsamples.Theyarealso suitableforcollectingdemographicdatathatdescribesthecompositionofthe sample.(Glasow,2005).Thisisthedetailedinformationregardingthesurvey methods: a.PreliminarySurvey Preliminaryresearchwasconductedforthisresearchinordertosupportthe backgroundresearch.TheresearcheraimstoknowifGenerationZfeelsthat inclusivebrandimageinIndonesianlocalproductsislacking.Thispreliminary surveygavetherespondentsmultiple-choiceandsemi-openquestions,inorder tocollectinsightabouttherespondentspointofview. b.MainSurvey Themainsurveywillusealikertscalefrom1to6,whichcoverstheanswers thatstronglydisagreetostronglyagreewiththestatementgiveninthe questionnaire.Thequestionnairewillcollectsocio-demographicand behavioraldatafromtherespondents,helpingtheresearcherbetterunderstand theinfluenceofbrandimageoninclusivecosmeticproductsinIndonesia, resultingincustomerloyalty. 3.2.1.2DataCollection 3.2.1.2.1PopulationandSample a.PreliminarySurvey Theconductedpreliminarysurveywasaimedatspecifictargets,whichare GenerationZthatisusingcosmeticproductsinIndonesia.Todeterminethe samplesize,thisresearchwillbeusingaminimumsampleof30respondents. Asmallsampleof5-15participantsmightfailtouncoverevencommon 22 problems.Adefaultof30respondentsforthesamplesizeisrecommended (Pernegeretal.,2014). b.MainSurvey Accordingtopreviousresearch,thetargetpopulationrepresentsanarrower groupofindividualsthatmeetcertaincriteria(Willie,2023).Inthisresearch, thetargetpopulationisGenerationZinIndonesiawhicharethoseintheageof 12-27yearsold.TheIndonesiaregionissettoonlyknowtheirtendencyof behaviorwithoutgeneralizingrespondentsasrepresentativesofthecity.The numberofsamplesaccordingtoGuilford,(1954)forthePearsonCorrelation analysisaretheminimumnumberof200(Memonetal.,2020).Inthisstudy, thePearsonCorrelationanalysisisgoingtobeusedintermsofsamplesize.In thisresearch,therespondentsneedtobethosewhohadusedinclusive cosmeticproducts,betweentheagesof12-27(GenerationZ),andIndonesian. GenerationZisthemostdiversegenerationintheworldtoday.Intheprevious chapteritisstatedthatGenerationZconsumershaveademandthatshapes diversityandinclusivityinthebeautyindustry(Nilsson&Pedersen,2021). 3.2.1.2.2SamplingTechnique Thesamplingtechniqueforthisresearchisthenon-probability.A non-probabilitysamplingisaapproachwheretheunit'sinclusionprobabilityis unknownorthesampleisnotselectedatrandom,eveninthesituationof randomsampling(Kim,2022).Thisresearchisusingpurposivesampling,the typeofnon-probabilitysamplingthatisthemosteffectivetodoresearchina particularculturalfield.Inpurposivesampling,therewillbecriteriathatisset todecidewhoisthegoodinformant.Therefore,aclearinformantqualification isneeded(Tongco,2007). 3.2.1.2.3QuestionnaireDesign a.PreliminarySurvey Thequestionsforthesurveyofthisresearch’spreliminarystudyweremade inordertodetermineiftheresearchcanbecontinuedfurtherornot.The questionsaremadeforresearchpurposesafterstudyingseveralprevious research. 23 Table3.1QuestionnaireofPreliminarySurvey NoComponents AnswerOption 1Name/Initial OpenQuestion 2Doyouprioritize"Inclusivity"when purchasinglocalcosmeticproducts. a.Yes b.No c.Sometimes 3Doyouthinkit’simportantforalocal cosmeticsbrandtohaveaninclusivebrand image. a.Yes b.No 4Wouldyoubewillingtoswitchtoanother brandiftheproductpromotedinclusivity. a.Yes b.No c.Maybe 5Areyouwillingtorecommendaparticular brandiftheproductpromotesinclusivity. a.Yes b.No c.Maybe 6Doyouthinklocalproductsdoenoughto promoteinclusivity. a.Enough b.Stillnotenough c.Notyet 7WhatIndonesianlocalbrandsdoyouknow thatarealreadypromotinginclusivity. OpenQuestion b.MainSurvey Thequestionnairesarebasedonpriorresearchthatdiscussesvariables similartothisresearchandcarefullymodifiedtomatchthefactors,including brandimage,trust,customersatisfaction,andcustomerloyaltyaffectingthe Indonesianinclusivecosmeticproducts.Thequestionnairewillcover socio-demographicandbehavioralfactors,asshowninTable3.2alongwith thedesignofthequestionnaireforeachvariableinTable3.3. Table3.2Socio-DemographicandBehavioralQuestionnaire No Factors Components AnswerOption 1Socio-Demographic Name/Initial OpenQuestion Gender a.Female b.Male Age a.<16 b.16-18 24 c.19-22 d.23-27 PlaceofOrigin a.Jawa b.Sumatera c.Sulawesi d.Kalimantan e.Bali e.Others Occupation a.SchoolStudent b.University Student c.Employee d.Businessman e.Others 2Behavioral Howoftendoyoubuyinclusive cosmeticproducts. a.1-2xaWeek b.3-4xaMonth c.1-2xaMonth d.1xevery2-3 e.Month f.Rarely Wheredoyouusuallybuyinclusive cosmeticproductsfrom.