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tourism destination selection? (Less than (1 or 2 times) (3 or 4 (More than 4
once) times) times)
3 Do you usually visit tourism Facebook page for Never Rarely Sometimes Frequent Very frequent
(Less than (1 or 2 times) (3 or 4 (More than 4
selecting vacation destination?
once) times) times)

Brand Page Commitment

1 I get informed well about Kongkong Tourism on the Facebook page 1 2 3 4 5 6 7
2 I feel I am a part of the Kongkong Tourism family 1 2 3 4 5 6 7
3 I will miss something if I do not visit Kongkong Tourism Facebook page 1 2 3 4 5 6 7
regularly

Word of Mouth

1 I would recommend Kongkong Tourism to my friends and relatives 1 2 3 4 5 6 7
2 I try to win my friends and relatives to visit Kongkong Tourism 1 2 3 4 5 6 7
3 It is fun for me to inspire others about Kongkong Tourism 1 2 3 4 5 6 7

Brand Awareness

1 I have no difficulties to remember Kongkong Tourism 1 2 3 4 5 6 7
2 I know all attractions served by Kongkong Tourism 1 2 3 4 5 6 7
3 I can distinguish each attraction offered by Kongkong Tourism 1 2 3 4 5 6 7

Purchase Intention

1 I would plan to visit Kongkong village in the future 1 2 3 4 5 6 7
2 I am willing to arrange my holiday soon to Kongkong village 1 2 3 4 5 6 7
3 I would share my experience to others on my social media 1 2 3 4 5 6 7

Annoyance (I think it is disturbing if…)

1 my wall is overloaded with Kongkong Tourism contents 1 2 3 4 5 6 7
2 the same posting is forwarded multiple times 1 2 3 4 5 6 7
3 post products ads all the time 1 2 3 4 5 6 7

■ 4.0 DATA ANALYSIS AND FINDINGS

4.1 INTRODUCTION

This chapter represents data analysis and findings of 108 respondents collected through distribution of questionnaire to convenience
sampling. The results were extracted from SPSS Statistics Software’s output. At the start of this chapter will discuss on the findings
using descriptive analysis followed by normality test, multiple regression analysis and hypothesis testing will be summarized at the end
of this chapter.

4.2 DESCRIPTIVE ANALYSIS
5 Descriptive analysis helps in simplifying the data collected to answer researchers question in a relevant manner by producing data
hypotheses (Loeb, Dynarski, McFarland, Morris, Reardon, Reber, 2017). In this study, the descriptive analysis consists of frequency
and percentage of respondents’ demography data which are gender, age, education level and occupation status. The results in
Table 4.1 shows the respondents’ demographic characteristics.

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