Page 994 - MARSIUM'21 COMP OF PAPER

4.4 NORMALITY TEST

Variable Skewness SE Skewness Kurtosis SE Kurtosis
Social media interaction -0.567 0.187 -0.271 0.371
Customer brand engagement -0.170 0.187 -0.660 0.371
Brand awareness -0.295 0.187 -0.635 0.371
Brand image -0.235 0.187 -0.631 0.371
Table 2: Normality test

Checking skewness and kurtosis values is a method for determining data normality (Orcan, 2020). Moreover, data is considered normal if
the skewness and kurtosis is between -2 and 2 (George and Mallert, 2010). Therefore, before data analysis, SPSS was used to determine and
test the normality of the data. Table 2 indicated the normality test of all variables for social media interaction, customer brand engagement,
brand awareness and brand image. All variables of this study were considered normal due to the skewness and kurtosis value were ranged
from -0.567 to -0.170 and -0.635 to -0.271 respectively.

4.5 RELIABILITY TEST

Variable Cronbach’s alpha
Social media interaction 0.835
Customer brand engagement 0.874
Brand awareness 0.841
Brand image 0.848
Table 3: Reliability analysis

Validity and reliability are concepts used in evaluating research quality (Middleton, 2019). Reliability is defined as how consistently the
measurement variable in the study. Taber (2018) stated the internal consistency is acceptable when the Cronbach alpha value is 0.7 or higher.
The variables’ measurements are reliable when the results repeated the same. The results found that the Cronbach’s Alpha values for brand
awareness, brand image and social media interaction are reliable and valid range between 0.835 to 0.874 as shown in Table 3. Therefore, the
internal consistency is acceptable in this study.

4.6 LINEAR REGRESSION ANALYSIS

a
Coefficients
Standardized

Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.

1 (Constant) 2.540 .269 9.438 .000
SMI_AVG .377 .063 .418 5.940 .000
a. Dependent Variable: CBE_AVG

Table 4: Social Media Interaction (SMM) toward Customer Brand Engagement (CBE)

Coefficients
a
Standardized

Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.

1 (Constant) .855 .288 2.966 .003
CBE_AVG .775 .069 .655 11.188 .000
a. Dependent Variable: BA_AVG

Table 5: Customer Brand Engagement (CBE) toward Brand Awareness (BA)

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