Page 300 - MARSIUM'21 COMP OF PAPER

279 Chen (2021)

SOC2 0.838
SOC3 0.834
H3 REG1 0.834
REG2 0.836
REG3 0.838
IMP1 0.846
IMP2 0.845
IMP3 0.836
IMP4 0.842
IMP5 0.834
IMP6 0.837
AES = Aesthetic value , SOC = Social Values,
REG = Religious value, IMP = Impressions
Table 3.0

The Cronbach’s Alpha values of the variables are more than 0.8 which indicates all of the variable above are strong
enough to let the researcher use for further data analysis.

4.3.3 Factor Analysis

A factor analysis is carried out to determine whether the data collected from 106 respondents from Kajang,
Selangor is valid for research use. The factor analysis method used in this section is Kaiser-Meyer-Olkin Measure of
Sampling Adequacy and Barlett’s Test of Sphericity. This is one of the common technique used by social scientists
for data validation purpose. As the Kaiser-Meyer-Olkin Measure of Sampling Adequacy are used to determine the
strongness of the partial relationship between the mentioned variables, the closer the value of the result to 1 the more
marvelous the bond is. However, there are an argument recently that 0.8 is good enough for social science research.
From the result below, the KMO value is 0.833 which is close to the perfect 1 measurement. Barlett’s Test of
Sphericity is used to test the null hypothesis that the correlation matrix is an identity matrix. An identity correlation
matrix means your variables are unrelated and not ideal for factor analysis.

KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.833

Bartlett's Test of Sphericity Approx. Chi-Square 479.493

df 105
Sig. 0.000

Table 4.0
A significant statistical test (usually less than 0.05) shows that the correlation matrix is indeed not an identity
matrix (rejection of the null hypothesis) as represented in the table below. As observed from the table below, the
significant value from the test is .000. Thus, the data had passed the validation tests and ready for research use.

4.4 Inferential Test

Inferential Test is carried out to find out whether the hypothesis mentioned in chapter 1 will be accepted or
rejected. Before running test, each variables and hypothesis will be discuss the suitable test to use to examine
acceptance of a hypothesis.

4.4.1 Multiple Regression

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