32 Chapter III Research Methodology III.1 Introduction III.1.1 Research approach The research approach is chosen based on theories that support the problem-solving process and provide explanations and descriptions to deal with the phenomena that occur. In this study, we use quantitative research to know the relationship between an independent and dependent variable is studied in detail. This approach is used where the hypothesis was tested to determine the effect of social marketing activity in health campaigns and influenced behavior. The quantitative research approach is defined as a research method based on the philosophy of positivism. In positivism, reality is seen as something concrete, that can be observed, categorized, measured, and verified. So, the hypothesis can be tested and proved by empirical evidence. III.1.2 Descriptive analysis In order to explain the phenomena that occur in this study, descriptive analysis is used to explain the data that has been collected from the questionnaire regarding the responses of respondents. Descriptive analysis is used to analyze by describing data that has been collected with systematic, factual, and accurate descriptions of the facts and characteristics of a particular population or area. This method has a goal to be able to collect detailed, in-depth, and actual. Generally, descriptive study is divided into two types based on time horizon, namely longitudinal design and cross-sectional design. However, this research will use a cross-sectional design, because this study will explore a particular phenomenon at a particular time. This method only takes data once in one period or one time to answer the research questions. 33 III.2 Data III.2.1 Population and Sample 1. Population A population is made up of all the elements that make up the universe and is used to test marketing research because they all share a similar set of characteristics (Malhotra et al., 2017). Population is a generalization area consisting of objects/subjects that have certain qualities and characteristics set by researchers to be studied and then conclusions drawn. Population determination is important in this research so that the result can be obtained more accurately. The population in this study is defined as social media users who are exposed to health campaign information. 2. Sample If a large population and researchers are not likely to learn all that is in the population, for example, due to limited funds, energy, and time, researchers can use samples taken from that population. What is learned from the sample will be applicable to the population.