The system user running Elasticsearch has to be able to write into the data path (path.data) you’ve configured in Elasticsearch’s configuration file.
Check the output of the following command, which shows the permissions to all directories in the path to /data/elasticsearch. All of them have to be writable by the system user running Elasticsearch.
Either you fix the lack of permissions on the Elasticsearch data path (see Unix/Linux Filesystem Permissions 101 for an introduction), or you forget about manually installing each component and install the virtual appliance.