CHAPTER III

RESEARCH METHODS
This chapter elaborates the research methods used in this study such as type of research, research
object, unit of analysis, variable measurement, measurement scale, conceptual and operational
definition, and questionnaire making technique. The selection of sampling technique is also
discussed so as to choose the most appropriate method for analyzing the data to reach the final
results of this study.
3.1

Type of Research

Bryman and Bell (2015) define business research as academic research which topics are relevant
to business and management. The motivation behind business research might be the development
and changes in organizations and societies. Business research has to be carried out
systematically, diligently, critically, objectively, and logically. The type of research is basic or
fundamental research, where knowledge was generated to understand a phenomenon of interest
to researcher (Sekaran and Bougie, 2009:8). The fundamental or basic research is purposed to
generate additional knowledge of certain phenomena and problem that occur in several
organizations or industries with a view to find a solution. Later on, the result of this research
would be used for solving organizational problems (Sekaran and Bougie, 2009:8). This research
used quantitative approach of data collection. Due to the limitation of time, this study takes the
cross-sectional time horizon which is a study that could be undertaken in which data gathered
just once, perhaps over a period of days, or weeks, or months, in order to answer research
questions (Sekaran and Bougie, 2009:119)

The type of investigation for this study is descriptive study. The survey method is used to
collect relevant data for the study. It also involves a structured questionnaire given to
respondents and design to elicit specific information. Data was collected using personally selfadministered questionnaires, which advantages are collecting data in a short period of time, less
expensive, and less time consuming (Sekaran and Bougie, 2009:197)
3.2

Research Objects
The research object is college students (UPH) age ranged of 19-24, which are capable on

using gadget and social media especially Instagram to shop online. (kurang)
3.3

Unit of Analysis
According to Sekaran and Bougie (2009:116), unit of analysis refers to the level of

aggregation of the data collected during the subsequent data analysis stage. In this study, the unit
of analysis is individuals of University of Pelita Harapan from various faculties who have ever
shopped online in Instagram before. Undergraduate students of University of Pelita Harapan
were chosen because they were appropriate sample for this research due to having an Instagram
and the range age of 19-24 old categorized as generations Y and young and savvy consumers.
Furthermore, due to limited time and resources, individuals of University of PelitaHarapan were
chosen so as to simplify data collection for this research.
The reason for using sample, rather than collecting data from the entire population, are
self-evident (Sekaran and Bougie,2009:264) because of the limitations, its impossible to collect
data from the every element. Even if it is possible, it would be prohibitive in terms of time, cost,
and other human resources. Study of sample has been proven to be likely having more reliable
results, due to the reducing of fatigue and fewer errors. Therefore this research is aimed only at

individuals of University of Pelita Harapan who have Instagram and ever experience online
shopping before.
3.4 Variable of Measurement
A variable, according to Webster, has several definitions: ". . . able to vary or alter, susceptible to
change, having no fixed value. . . "(3). When applied to research, variables are classified as
independent or dependent (4). Understanding variables, their definitions, and how they may be
manipulated and measured is critical to making correct inferences (4).
The researcher has control over independent variables and can choose to alter or change them.
Dependent variables change or react to the state of the independent variable (5,6).
Variables are usually denoted by X and Y. The independent variable is identified as the Xvariable and is plotted on the X-axis or abscissa of a graph, and the dependent variable is defined
as the Y-variable and is plotted on the Y-axis or ordinate.
(refrences nya dari mana & tahun berapa)
(kurang aplikasi)

3.4.1

Conceptual Definition vs. Operational Definition

The conceptual and operational definition of each variable in the study is shown in Table 3.1.,
where every indicator on each variable represents questions available in the questionnaire. This
research was made up of five variables and indicators.

Variables

Conceptual Definition

Trust

Operational Definition
1.

The degree to which

Instagram users believe
celebrity and the information
contained in their posted
Instagram page are
trustworthy (Lim et al.,2006
inside Hsu etal.,2012)

2.
3.
4.
5.

Perceived
usefulness of
recommendati
ons

The degree to which

Instagram users believe that
the celebrity's
recommendations enhanced
their online shopping
performance (Davis, 1989
inside Hsu et al, 2012)

1.

2.

3.

4.

5.

Scale

Source

I believe the
recommendation of this
celebrity is true.
I trust the information in
the Instagram Celebrity is
true.
Celebrities in Instagram
are trustworthy.
The objective credibility
of celebrity is very strong.
The social relationships of
celebrity is very good.

Likert scales
5 points

Lim et al.
(2006) inside
Hsu et al
(2012)

Celebritys
recommendation will
improve my online
shopping performance in
Instagram
Celebritys
recommendation will
enhance my online
shopping effectiveness
Celebrity's
recommendation can
increase my productivity
when shopping online
Celebrity
recommendations from
such groups actually play
an important role in
consumers decisions
particularly when
purchasing expensive
and/or new products and
services is concerned.
Celebrity
recommendations will
influence individual
behavioral intention.

Likert scales
5 points

Davis (1989)
inside Hsu et
al (2012)

Attitude

Intention to
shop online

Blogger
reputation

The degree of Instagram

users' positive feelings about
shopping online in Instagram
(Fishbein and Ajzen, 1975
inside Hsu et al, 2012)

The degree to which

Instagram users believe that
they will shop again online in
Instagram (Fishbein and
Ajzen, 1975 inside Hsu et al,
2012)

The degree to which

Instagram users believe in
the celebrity's honesty and
concern toward its followers
(Koufaris and HamptonSosa, 2004 inside Hsu et al,
2012)

1.

I like shopping online in

Instagram.

2.

I think positively toward

shopping online in
Instagram.

3.

I like shopping online is

easily accessible.

4.

I like a true information in

shopping online.

5.

I like the people who be

conflicted or ambivalent
toward an object by
simultaneously holding
both positive and negative
attitudes toward the same
object.

1.

I will frequently shop

online in Instagram in the
future.

2.

I will strongly recommend

others to shop online in
Instagram.

3.

I will spend less time in

online shopping in
Instagram.
Celebrity has a reputation
for being honest.
Celebrity has a good
reputation on the
Instagram.
I believe many Instagram
users follow .
Celebrity must be honest,
obedience.
Celebrity must have a
positive thinking.

1.
2.
3.
4.
5.

(LANJUTAN)

Likert scales
5 points

Fishbein and
Ajzen (1975)
inside Hsu et
al (2012)

Likert scales
5 points

Fishbein and
Ajzen (1975)
inside Hsu et
al (2012)

Likert scales
5 points

Koufaris and
HamptonSosa (2004)
inside Hsu et
al (2012)

Viewed 6 sept 2015

A Bryman, E Bell - 2015 - books.google.com
Business research page 5
https://books.google.co.id/books?
hl=en&lr=&id=l7u6BwAAQBAJ&oi=fnd&pg=PP1&dq=business+research&ots=AvOiuaKWQh
&sig=L1MROVwBxuTMKauixziLcZW-hGs&redir_esc=y#v=onepage&q=business
%20research&f=false

Business Research: A Practical Guide for Undergraduate and Postgraduate Students

By Jill Collis, Roger Hussey 2015 page 2
https://books.google.co.id/books?
hl=en&lr=&id=uPgcBQAAQBAJ&oi=fnd&pg=PP1&dq=business+research&ots=h9Sk4pUdft&
sig=ZuTY48qx-i73wmZ2wX3NqWvl4AY&redir_esc=y#v=onepage&q=business
%20research&f=false

Sekaran and bougie 2009

http://www.scribd.com/doc/242648113/Research-Methods-for-Business-A-Skill-BuildingApproach-Sekaran-Uma-Bougie-Roger-epub#scribd