H5 location positively affects brand choice of cb 53

(H5: Location positively affects Brand Choice of CB)

53
4.5 TESTTING THE CORRELATION BETWEEN INDEPENDENT
VARIABLES AND DEPENDENT VARIABLES
To investigate whether all independent and dependent variables were independent
or inter correlated, we use the Pearson Correlation.
The Pearson correlation will be used to measure the significance of Linear
Bivatriate between the independent variables and dependent variables to achieve
the objective of the study (Sakaran, 2006).. Correlation is a bivatriate measure of
association of the relationship between two variables
Table 13. Correlations between dependent variable and independent variables
BC ENV SER TOC LOC
PRI GI AD BRC
BC Pearson Correlation 1
Sig. (2-tailed)
N 240
ENV Pearson Correlation .000 1
Sig. (2-tailed) 1.000
N 240 240
SER Pearson Correlation .000 .000 1 .
Sig. (2-tailed) 1.000 1.000
N 240 240 240
TOC Pearson Correlation .000 .000 .000 1
Sig. (2-tailed) 1.000 1.000 1.000
N 240 240 240 240
LOC Pearson Correlation .000 .000 .000 .000 1
Sig. (2-tailed) 1.000 1.000 1.000 1.000
N 240 240 240 240 240

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The result shows that Brand Credibility, Service and Environment have the
correlation with Brand Choice at the 0.01 level, while Price has the correlation
with Brand Choice at the level of 0.05.
4.6 IDENTIFYING FACTORS INFLUENCING THE CHOICE OF
BRAND AT THE COFFEE BEAN
Regression analysis will be used to test the hypotheses formulated for a research.
It helps us determine the degree to which the Taste of Coffee, Service,
Environment, Price, Location, Advertisement, Group Influence and Brand
Credibility influence the dependent variable
PRI Pearson Correlation .000 .000 .000 .000 .000
1
Sig. (2-tailed) 1.000 1.000 1.000 1.000 1.000
N 240 240 240 240 240
240
GI Pearson Correlation .000 .000 .000 .000 .000
.000 1
Sig. (2-tailed) 1.000 1.000 1.000 1.000 1.000
1.000 .
N 240 240 240 240 240
240 240
AD Pearson Correlation .000 .000 .000 .000 .000
.000 .000 1
Sig. (2-tailed) 1.000 1.000 1.000 1.000 1.000
1.000 1.000
N 240 240 240 240 240
240 240 240
BRC Pearson Correlation .422 ** .278 ** .202 ** .030 -.048
.135
*
.006 -.009 1
Sig. (2-tailed) .000 .000 .002 .648 .463
.037 .921 .886
N 240 240 240 240 240
240 240 240 240
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).

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Table 14. Coefficients
a
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 2.113E-17 .054 .000 1.000
BC .422 .054
.422
7.773
.000
ENV .278 .054
.278
5.110
.000
SER .202 .054 .202 3.722 .000
TOC .030 .054 .030 .545 .586
LOC -.048 .054 -.048 -.876 .382
PRI .135 .054
.135
2.481
.014
GI .006 .054 .006 .119 .906
AD -.009 .054 -.009 -.172 .864
a. Dependent Variable: BRC
We have 8 independent variables corresponding with 8 hypotheses:
 H
0
1: There is no significant relationship between Brand Credibility and
Brand Choice
 H
1
1: There is a significant relationship between Brand Credibility and
Brand choice
Result: As a number in this table, we see that the significant level of Brand
Credibility (BC) is 0.000. Therefore, we accept H
1
1 (p<0.05) and reject H
0
. It
indicates that Brand credibility positively affect choice of brand at the Coffee
Bean and Tea Leaf. Besides that, the value of coefficient of brand credibility is
highest (0.422) proved that Brand Credibility affects strongly brand choice at The
Coffee Bean and Tea leaf.

56
 H
0
2: There is no significant relationship between Environment and Brand
Choice
 H
1
2: There is a significant relationship between Environment and Brand
choice
Result: Similarly, the significant level of Environment is 0.000 (p<0.05). That