15 CHAPTER III METHODOLOGY 3.1 Research Methodology Research methodology refers to the systematic framework that elaborates how the research will be conducted (Patel, 2019). This methodology incorporates the tools, techniques, and processes utilized to gather and analyze data. Making decisions about the type of cases or samples to be selected is one part of the methodology. By conducting research in this methodology, the data collection method used at POME Coffee House is to demonstrate hypothesis validity or presumption about the factors that influence customer satisfaction. Since product usage is quantifiable, it needs to back up with data in this methodology. By freely remaking the examination utilizing such data, this ought to be able to confirm the validity of initial conclusions in this methodology. In arrange to get an accurate result by collaborating the respondents' views based on numerical results, this can give specific results accurately in this methodology. 3.2 Research Approach Research approach is the general plan or introduction that guides the entire research process. It reflects the researcher's point of view and decides the research logic. This research utilized a quantitative method as a primary technique to understand the issue. The quantitative method is a scientific method that employs numerical data that can be handled and analyzed utilizing numerical or measurable calculations (Quick, 2015). This method utilized deductive approach by examining a theory and hypothesis. This method can handle research problems concurring to the patterns within the field or the got to explain why something happened in the research. This method can too be utilized in the research to confirm and explain data. This research began by visiting POME Coffee House to find out the phenomena that occurred there related to the research variables. 16 3.3 Data Collection The main tool for data collection in the research is the questionnaire (Couper, 2017). This is because it can get the sample in the questionnaire. In the study, each respondent was asked to answer a list of similar questions in the questionnaire. The questionnaire design was initially mixed from certain topics based on a uniform structure. As a result, the questionnaire generates valuable data necessary to achieve research objectives. Responses were provided for each statement from the questionnaire. The perception from respondents is summarized for generating scores in filling out the questionnaire. This will help to get data about the factors that influence customer satisfaction at POME Coffee House. 3.3.1 Sample The sample is a part of larger population that will be selected for data collection in the research (Shorten, 2014). The sample was taken from customers who visited POME Coffee House. 3.3.2 Sampling Technique The sampling technique refers to the method to be used in selecting items for the sample (Singh, 2014). The sampling technique is not only appropriate for finding ideas about a good sample, but often the guidance that offers sampling methods is indirect or abstract regarding what suitable samples can be made of and what the samples can reflect. The sampling technique used is simple random sampling. The simple random sampling is random sampling technique without considering the strata in the population. The objective of this sampling for this study is to get the sample about the factors that influence customer satisfaction at POME Coffee House. 17 3.3.3 Research Variable Scaling Research variable scaling is designed to assess each variable. The response uses Likert Scale starting from 1 (strongly disagree) to 5 (strongly agree) for variables (Joshi, 2015). The measurements used in this research are divided into 5: Table 3.1 Variable Scaling Number Statement Description of Statement 1 Strongly Disagree Respondent is strongly disagreed with the statement 2 Disagree Respondent is disagreed with the statement 3 Neutral Respondent is neutral with the statement 4 Agree Respondent is agreed with the statement 5 Strongly Agree Respondent is strongly agreed with the statement In addition, researchers also asked respondents about demographic and frequency data aspects through several questions in Table 3.2. Table 3.2 Market Segmentation No Market Segmentation Indicator Option of Answer 1 Demographic Age Open-Ended Question Gender Male Female Occupation College Student Office Worker Student Other 2 Frequency Visit 1 time > 1 time 18 3.3.4 Questionnaire Design The objective of questionnaire design for this study is to gather data from respondents. Throughout the research identification process, variables in the questionnaire design reflect the factors that influence customer satisfaction at POME Coffee House.