Page 317 - MARSIUM'21 COMP OF PAPER

Intan Yusniza (2022)

4.0 DATA ANALYSIS

The Pearson Correlation Coefficient analysis in Statistical Package for the Social Sciences was used to analyse the questionnaires
that met the eligibility criteria (SPSS). SPSS was used to examine all of the data. The initial step was to perform a descriptive analysis
(standard deviation and mean). After that, a reliability test and multiple regression were run to see how the independent variable affected
the performance of the hotel website in terms of customer reservations. Because of the large amount of data in the study, the software
was utilised to analyse it. It would make the researcher's analysis and results easier and more accurate.

4.1 DEMOGRAPHIC ANALYSIS

The table shows the respondent’s demographic analysis, which consist of gender, age, occupation and frequency of
booking hotel online in 1 year.

Demographic Category Frequency Percentage
Gender Male 51 34%
Female 99 66%
Age 18-25 years old 128 85.3%
26-35 years old 9 6.0%
36-45 years old 10 6.7%
>45 years old 3 2.0%
Occupation Student 98 65.3%
Government Employee 9 6.0%
Non-government employee 38 25.3%
other 5 3.3%
Frequency of booking 1-5 times 124 82.7%
hotel online/year 6-10 times 17 11.3%
11-15 times 7 1.3%
>15 times 2 4.7%

Table 3. Demographic Analysis

4.2 DESCRIPTIVE ANALYSIS

The following tables show the questionnaires’ items and the descriptive analysis of standard deviation for each variable
(Cornbach Alpha) to measure the reliability of the questionnaires’ items.

Dimension/variable Cronbach’s Alpha Conclusion
Website Functionality 0.779 Reliable
Website Quality 0.918 Reliable
Website Usability 0.809 Reliable
Online Travel Agency 0.831 Reliable
Customer Trust 0.839 Reliable

Table 4. Reliability Analysis

The Cronbach's alpha revealed the reliability for each of the study variables in the table above. Cronbach's
alpha value for website functioning is 0.779, Cronbach's alpha for website quality is 0.918, Cronbach's alpha for website
usability is 0.809, Cronbach's alpha for online travel agency is 0.831, and Cronbach's alpha for customer trust is 0.839,
according to the table. A reliability coefficient or Cronbach' alpha of 0.7 or above should be achieved by the research
instrument's internal consistency (Hair et al,2010). The Cronbach's alpha score for each variable in the table above is
greater than 0.7, indicating that the instruments were considered reliable for this study.

4.2.1 WEBSITE FUNCTIONALITY

Reliability Statistics
Cronbach's Alpha

Cronbach's Alpha Based on N of Items

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