Page 944 - MARSIUM'21 COMP OF PAPER

945 Teo & Dr Adaviah (2021)

respondents (0.8%), meanwhile there are no respondents who are in the age group of 41 years old and above. In term of gender,
there has 115 female (87.8%) and 16 male (12.2%) participated in this research. All of the respondents are Malaysian. The highest
involvement in this study is Chinese respondents with 106 respondents (80.9%) while Malay and Indians recorded 19 respondents
(14.5%) and 6 respondents (4.6%) respectively. The most of the respondents’ religion are Buddha where it has 88 respondents
(61.2%), following by Islam, Christian and Hinduism. Lastly, the majority of respondents’ income level are RM2501 – RM3500
with 37 respondents (28.2%) and it follows by RM1500 and below with 34 respondents (26%).

Demographic Categories Frequency Percentage (%)
19 years old and below 10 7.6
20-25 years old 62 47.3
26-30 years old 46 35.1
Age
31-35 years old 12 9.2
36-40 years old 1 0.8
41 years old and above - -
Female 115 87.8
Gender
Male 16 12.2
Malaysian 131 100
Nationality
Non-Malaysian - -
Malay 19 14.5
Chinese 106 80.9
Race Indians 6 4.6
Others - -
Islam 20 15.3
Hindu 6 4.6
Religion Buddha 88 61.2
Christian 17 13
Others - -
RM1500 and below 34 26
RM1501 – RM2500 27 20.6
Income Level RM2501 – RM3500 37 28.2
RM3501 – RM4500 24 18.3
RM4501 and above 9 6.9
Table 4.2: Respondent Profile Analysis

4.1.1 DESCRIPTIVE ANALYSIS

The descriptive analysis for each variable is shown in Table 4.3. Mean and standard deviation are the finding of
descriptive analysis. According to Andrade (2020), the mean indicates the average value, whereas the standard deviation indicates
the average spread of values around the mean. Repurchase intention has the highest mean and standard deviation with 3.9466 and
0.66257 respectively.
Descriptive Analysis

Variable N Mean Std. Deviation
Statistic Statistic Statistic
Brand Equity 131 3.7969 0.65397
e-WOM 131 3.9097 0.51068
User Generated Social Media Communication 131 3.7939 0.51280
Firm Generated Social Media Communication 131 3.7481 0.56797
Repurchase Intention 131 3.9466 0.66257

Table 4.3: Descriptive Analysis

4.2 NORMALITY TEST

The skewness and kurtosis of the data distribution were used to determine the normality. The data to be ordinary if the skewness
was between -2 and 2 and the kurtosis was between -7 and 7 (Hair et al., 2010; Byrne, 2010). Based on the Table 4.4, each variable's skewness
value is in the range of -2 to +2. In addition, the values of kurtosis for each variable also in the range of -7 to 7. This indicates that the
research items are regularly distributed, allowing for further analysis of the data.

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