H5 Location positively affects Brand Choice of CB 53 45 TESTTING THE

H5 location positively affects brand choice of cb 53

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(H5: Location positively affects Brand Choice of CB)
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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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54 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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55 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.
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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
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