Page 650 - MARSIUM'21 COMP OF PAPER

Qamarina & Zuraidah (2022)

Standard .09244 .203 .403
Error
Advertising Statistic 3.6140 .86973 -.598 .395
Standard
Error .07273 .203 .403
Sales Promotion Statistic 4.1804 .67064 -.964 1.049
Standard
Error .05608 .203 .403

4.1.1 Reliability Test
The Reliability Analysis is performed to make sure that the data of the variables used in this study are reliable and sensible.
Cronbach's Alpha is used to determine the reliability of variables, and a variable is considered reliable if the reliability
coefficient is greater than 0.70. (Cronbach & Shavelson, 2004; Garth, 2008). Table 4.5 shows the results of the Reliability
Analysis, which show that the value of reliability coefficient with a range of variable values between 0.70 and above will be
considered relevant and reliable to use. This indicates that the assessment of both questions and measures is correct.

Table 4.5: Reliability Analysis

Number Cronbach’s
Construct Items Relationship
of Items Alpha
I am familiar with the features of this
brand's products.
This brand's characteristics come to
mind quickly.
I'm familiar with the design of this
Brand
Characteristics brand or product. 5 0.926 Excellent
I can recognize the characteristics of
this brand.
I have a decent concept of how this
brand will perform.
I enjoy the social media promotion
that this company has done.
Advertising of this brand positively
affects my awareness of this brand.
The social media advertisements that
Advertising this company has made are 5 0.864 Excellent
impressive.
The more a product is promoted, the
higher the quality of the product.
I'm comfortable buying a product from
a company whose advertisements I've
seen in some form of media.
I will buy the product if they offer a
price discount.
I always buy products that offer free
sample during sales promotion
I enjoy participating in promotions
Sales Promotion since it helps me to save money. 5 0.776 Good
I intend to purchase products with a
well-known brand.
When I have the opportunity, I use a
shop's discount coupon.
I am always aware of this brand.
I'll rarely forget these brand products.
I would tell others about this product
Brand Awareness or service. 5 0.837 Excellent
If I have a positive view toward this
brand's products, I can identify it
among competitors.

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