Page 381 - MARSIUM'21 COMP OF PAPER

360 Leon (2021)

Based on the above result, all the variables are considered normally distributed. The Skewness p-value for professional photographs (PP),
lower visual complexity (LVC), uniform page appearance and layout (UPAL), brand recognition (BR), endorsed brand attitudes (EBA) and
visit intention (VI) are within the range of ± 7.0 whereas for Kurtosis test, the p-value are located within the range of ±2.

4.5 Reliability Test

Reliability tests act as a measurement tool conducted to know the reliability and the consistency of measurement items to avoid any bias
result. In this study, Cronbach's Alpha was used to test the reliability. (Pallant, 2005) stated that the ideal Cronbach alpha coefficient of a
scale should be above 0.70 and it also is indicated that higher values indicate higher reliability. Thus, the table below shows the result of
reliability then of each independent variable and dependent variable. It can be concluded that all the variables are acceptable and reliable in
this research as all the Cronbach’s alpha values achieved 0.70 and above.

Table 4.5 Result of Reliability Test

NO MEASUREMENT ITEMS CRONBACH’S
ALPHA

VISUAL EFFECTS

(I) PROFESSIONAL PHOTOGRAPHY (PP)
1 I believe a high-quality photo on food & beverages make me feel happiness and connectedness. 0.708
2 I believe a nice food & beverage photo will increase my appetite.
3 I believe a professional food photo will increase my curiosity and mentality of wanting to have a try.
4 Photo of Nancy’s Kitchen make me feel happiness and connectedness.
5 Photo of Nancy’s Kitchen successfully increase my appetite.
6 Photo of Nancy’s Kitchen make me feel curious and mentality of wanting to have a try.
(II) LOWER VISUAL COMPLEXITY (LVC)

PP1 A simple visual design seems more engaging and likeable for me. 0.813
PP2 A simple design will provide a better insight and understanding in limited processing time.
PP3 Simple and interesting style can better convey the tonality of the brand.
PP4 Nancy's Kitchen provides a simple visual design.
PP5 Information posted by Nancy’s Kitchen is easily understandable
PP6 Nancy’s Kitchen has their own unique brand tonality.

(III) UNIFORM PAGE APPEARANCE & LAYOUT (UPAL)

UPAL1 A uniform layout design influence pleasure. 0.723
UPAL2 Unified the appearance and layout increase my interest in continuing browsing the profile.
UPAL3 Instagram page appearance and layout of Nancy’s Kitchen is systematic, neat, and tidy.
UPAL4 The layout of Nancy’s kitchen profile provides a sense of professionalism.
UPAL5 Instagram page appearance and layout of Nancy’s Kitchen has good contrast on tone, color, and layout.
UPAL6 I enjoy browsing Nancy’ Kitchen profile and its posts.

BRAND EXPOSURE

(I) BRAND RECOGNITION (BR)
BR1 I think I understand what type of food is being sold. 0.837
BR2 I often hear about Nancy’s Kitchen.
BR3 Nancy’s Kitchen is my closest brand of restaurant.
BR4 I am very familiar to all the products of Nancy Kitchen.
BR5 The brand of the restaurant is easily recognizable.
BR6 I easily recall the post of Nancy’s Kitchen in Instagram.
(II) ENDORSED BRAND ATTITUDES (EBA)

EBA1 I have a strong feeling about Nancy’s Kitchen. 0.871
EBA2 I always pay attention to the restaurant and Instagram posts.

360