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Trust 204 -0.239 0.170 -0.636 0.339
Perceived Value 204 -0.334 0.170 -0.430 0.339
Purchase Intention 204 -0.381 0.170 -0.517 0.339

Table 1: Normality Test

4.5.2 Reliability Test
A reliability test is used to identify the reliability of questionnaire constructs of the study which include internal consistency
and reliability. Reliability is measured using internal consistency reliability (Ghazali, 2016). According to Mohajan (2017), a
reliability test is a required tool to ensure the data collected is without bias or error-free and ensures consistent measurement
throughout the whole research process. Reliability tests enable the result of the study to be stable (free from errors) and
consistent. The reliability test is measured by alpha coefficient reliability or Cronbach Alpha (Ghazali, 2016). In other words,
Cronbach Alpha is a measuring tool for scale reliability. Cronbach’s alpha was used as it can measure internal consistency
which means enabling the measurement of how closely related a set of items are as a group. According to Taber (2017), the
reliability and acceptability of the Cronbach Alpha value should be higher than 0.7. In this study, the Cronbach alpha for the
five variables varies from 0.735 to 0.791. Hence, the results show that all the constructs were supported for internal consistency
reliability.

4.6 MULTIPLE REGRESSION ANALYSIS
Multiple regression analysis is one of the most popular statistical methods (Kutner, 2015). Multiple regression analysis is a
widely used method to estimate the associations between several explanatory (or independent or predictor) variables and one
outcome (or dependent) variable. According to Statistics Solution (2021), the beta coefficient is the degree of change in the
outcome variable for every 1-unit of change in the predictor variable. A standardized beta coefficient is used to compare the
strength of each independent variable to the dependent variable. This can be interpreted by comparing the absolute value of the
beta coefficient where the higher the absolute value of the beta coefficient, the stronger the effect (Kliestik and Spuchlakova,
2016). When the regression is conducted, an R2 statistic (coefficient of determination) is computed. The R2 can be interpreted
as the percent of the variance in the outcome variable that is explained by the set of predictor variables. In addition, the p- value
in the multiple regression analysis enables the researcher to determine the significance of the results about the null hypothesis
(McLeod, 2019). P-value is the expression of the level of statistical significance, and it is normally between 0 and
1. There is stronger evidence when the p-value is smaller. In this case (smaller p-value), the null hypothesis should be rejected.

After the analysis, it found out that the relationship between trust and purchase intention had the highest value of
standardized coefficients beta value at 0.378. This proved that trust had the strongest effect on purchase intention. In this study,
the hypothesis was tested by conducting the one-tailed test at the 0.05 significance level (p < 0.05) which indicates the
hypothesis was supported when p < 0.05 (Kock, 2016). Thus, it was proved that all proposed hypotheses were supported except
for the relationship between entertainment and perceived value (Hypothesis 2).

Hypothesis Relationship Standardized Coefficients T Statistics P-value Result
Beta
H1 ENT – TR 0.267 3.956 0.000 Supported
H2 ENT – PV 0.098 1.282 0.201 Not Supported
H3 INT – TR 0.353 5.224 0.000 Supported
H4 INT – PV 0.237 3.108 0.002 Supported
H5 TR – PI 0.378 5.707 0.000 Supported
H6 PV – PI 0.248 3.750 0.000 Supported

Table 2: Multiple Regression Analysis

4.7 SOCIAL MEDIA MARKETING STRATEGIES
4.7.1 Marketing Strategy Timeline
Figure 2 shows the marketing strategy implemented for Tadika Santalia in two months (September to October 2021). Based
on findings from the survey, it was proved that social media marketing strategy can increase the consumers’ purchase intention.
Hence, a Facebook page was created for Tadika Santalia to increase their social media presence. The page was created on 1st
September 2021 as the beginning of the intervention.
During the two months intervention, various contents were updated according to the survey results. From the survey
conducted, it was proved that trust brings the strongest effect on consumers’ purchase intention. As proven, brand information

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