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134 Dayang Permai (2022)

Audience emotion 5 0.709 Moderate
Perception values 5 0.727 Moderate
Attitude 5 0.619 Moderate
Culture 5 0.732 Moderate
Advertisement content 5 0.721 Moderate

According to Robert & Richard (2008)'s outcome indicator, all variables utilised in this preliminary test had a coefficient size of 0.7 to
0.79. As a result, with 30 sample sizes, it has a reasonable alpha coefficient size for all independent and dependent variables.

4.3.2 Actual Survey

The result of Cronbach’s Alpha or reliability for each variable is shown in table 4.3 below.
Table 4.4: Reliability analysis (Actual Survey)

Variable No of items Cronbach’s Alpha Remarks*
Audience emotion 5 0.817 Good
Perception values 5 0.873 Good
Attitude 5 0.825 Good
Culture 5 0.851 Good
Audience emotion 5 0.809 Good

Table 4.4 Cronbach's Alpha or reliability values for each variable in this research. For perception values, a Cronbach's Alpha of 0.901 is
used. It demonstrates that when 0.873>0.7, the questionnaire is optimal for determining the perceptual values of independent variables.
Cronbach's Alpha for culture is 0.851, which indicates that 0.851>0.7; the questionnaire is optimal and appropriate for independent variable,
culture.

Following that, the attitude component has a Cronbach's Alpha of 0.825; hence, 0.825>0.7 indicates that the questionnaire is appropriate
for independent variables, attitude. As a result, audience emotion has a Cronbach's Alpha of 0.817. It demonstrates that the questionnaire,
0.8170.7, is appropriate for audience emotion.

5.0 DISCUSSION, CONCLUSION & RECOMMENDATIONS

5.1 Practical implications

The value of these major criteria was assessed from the customers' viewpoint in this review study based on current research to determine
confirmation of expectation and enjoyment. The study's authors acquired secondary data by searching Google Scholars, Springer Link,
Research Gate, Wiley, Science Direct, Taylor & Francis, JSTOR, Emerald, and Scopus, among other online database sources.

5.2 Recommendation

To entice consumers to purchase or repurchase technology, focus on developing Points of Experience rather than Points of Sale. Consumers'
brand equity and repurchase choices are influenced by the sensorial, intellectual, emotional, and social components of new offerings; hence,
focusing on developing a product of exceptional quality is critical. Customers are loyal to incumbents, and some are hesitant to purchase the
newest models and technology. As a consequence, initiating brand equity-building measures may boost repurchase intent. Consumers buy
technology in order to raise their esteem, glory, and adoration in a social environment, and communication strategies focused on brand
positioning may assist in successful brand positioning.

5.3 Recommendation

This study explored the effects of branding factors such as brand experience, brand equity, and brand concern on repurchase intention. The
objective was to augment the expectancy value model with experience and equity components in order to increase its explanatory power and
test for the existence of loyalty with incumbent devices.

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