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Brand Awareness BA1 108 -0.448 -0.037
BA2 108 -0.451 0.320
BA3 108 -0.545 0.244
Annoyance A1 108 -0.329 -0.680
A2 108 -0.473 -0.462
A3 108 -0.276 -0.600
Visiting Intention V1 108 -0.649 0.199
V2 108 -0.526 -0.027
V3 108 -0.696 0.272
Table 4.2: Normality Analysis

5.2 MULTIPLE REGRESSION ANALYSIS

Table 4.3 shows the multiple regression analysis. The dependent variable’s percentage of variation indicated by R Square with the
value of 0.803. Based on the value of r, 80.3% of the variation exists in traveler’s visiting intention are well-explained by the independent
variables mentioned in this study which are brand page commitment, brand awareness, annoyance and word of mouth. On the other hand,
another 19.7% were influenced by other factors that are not in this research.

Table 4.4 which is ANOVA shows value of F(4,108) = 104.729 with a p-value of 0.000 less than α = 0.001, which means at least
one of the 4 independent has a significant influence on traveler’s visiting intention.

Table 4.5 shows the coefficient result and only two out of four independent variables are significant to visiting intention which are
word of mouth and brand awareness. However, brand page commitment and annoyance are not significant to visiting intention.

Model R R Square Adjusted R Square Std. Error of the Estimate
1 .896a 0.803 0.795 0.60615
Table 4.3: Model Summary

Model Sum of Squares df Mean Square F Sig.
1 Regression 153.917 4 38.479 104.729 .000
Residual 37.844 103 0.367
Total 191.761 107
Table 4.4: ANOVA

Unstandardized Coefficients Standardized Coefficients
Model B Std. Error Beta t Sig.
(Constant) 0.569 0.279 2.039 0.044
BrandPageCommitment 0.059 0.063 0.068 0.942 0.348
1 WordOfMouth 0.582 0.068 0.625 8.618 0.000
BrandAwareness 0.270 0.083 0.259 3.262 0.001
Annoyance 0.010 0.040 0.011 0.242 0.809
Table 4.5: Coefficient
5.3 HYPOTHESIS TESTING

The hypothesis collected from this study is shown in the hypothesis testing table below. This concludes that brand awareness and
word of mouth has a significant influence on traveler’s visiting intention through Kongkong Ecotourism Facebook page. Meanwhile
brand page commitment and annoyance have insignificant influence on traveler’s visiting intention through Kongkong Ecotourism
Facebook page as it is not supported.
.

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