Factor_analysis of Brand Benefits Pendaftar 2013

7/21/2019 Factor_analysis of Brand Benefits Pendaftar 2013

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Factor Analysis Report –Brand Benefits, Overall Satisfaction and Loyalty.

First run

Remove – SOBapprovRotated Component Matrixa!

Component

1 2 3 4

SOBimpres .838

SOBaccept .831

SOBimprov .810

SOBapprov .727 .360

EBfeelgood .837

EBdeligt .810

EBpleas!re .6"4

EBconfiden .317 .62"

EBfeelse#$ ."38 .3""

%Bs!ita&le .7'" %Brelia&le .772

%Bconvnien .647

%Bsol!tion .611

%Bremove ."'6

%B&ea!t$ .""8

S(Bprestig .786

S(Btaste .774

S(Bdesire .74'

S(Bfitsocia .340 .728

E#traction )etod* +rincipal Component ,nal$sis.-otation )etod* arima# /it aiser ormaliation.

a -otation converged in " iterations.

Second run (remove- EBfeelse#$

Rotated Component Matrixa!

Component

1 2 3 4

EBfeelgood .838

EBdeligt .813

EBpleas!re.6"4

EBconfiden .628 .310

EBfeelse#$ ."46 .364

%Bs!ita&le .7'3

%Brelia&le .774

%Bconvnien .6"1

%Bsol!tion .60'

%Bremove ."'"



%B&ea!t$ .""3

S(Bprestig .7'4

S(Btaste .778

S(Bdesire .760

S(Bfitsocia .741 .304

SOBimpres .841

SOBaccept .826

SOBimprov .7''


a -otation converged in 6 iterations.

Third run (FBremove- due to low communalities)


Component

1 2 3 4

%Bs!ita&le .78" %Brelia&le .776

%Bconvnien .6"7

%Bsol!tion .612

%Bremove ."'0

%B&ea!t$ .""4

S(Bprestig .804

S(Bdesire .77'

S(Btaste .772

S(Bfitsocia .7"7

EBfeelgood .84"

EBdeligt .833

EBconfiden .6"3

EBpleas!re .636

SOBimpres .83"

SOBaccept .82"

SOBimprov .816





Fourth run (remove EBpleasure)


Component

1 2 3 4

S(Bprestig .803

S(Bdesire .778

S(Btaste .771

S(Bfitsocia .7"7

%Brelia&le .7'"

%Bs!ita&le .7'3

%Bsol!tion .6"'

%Bconvnien .6"6

%B&ea!t$ ."'7

EBfeelgood .844

EBdeligt .837

EBconfiden .6""

EBpleas!re .320 .626

SOBimpres .836

SOBaccept .824

SOBimprov .816



Final Run

"MO and Bartlett#s $est

aiser)e$erOl5in )eas!re of Sampling ,de!ac$. .873

Bartletts est ofSpericit$

,ppro#. CiS!are 41"1.032

df 10"

Sig. .000



$otal %ariance &xplained

Component

9nitial Eigenval!es E#traction S!ms of S!ared :oadings -otation S!ms of S!ared :oadings

otal ; of ariance C!m!lative ; otal ; of ariance C!m!lative ; otal ; of ariance C!m!lative ;

1 ".823 38.81' 38.81' ".823 38.81' 38.81' 2.814 18.763 18.763

2 2.000 13.33" "2.1"4 2.000 13.33" "2.1"4 2.728 18.184 36.'47

3 1.284 8.""' 60.713 1.284 8.""' 60.713 2."2" 16.833 "3.780

4 1.1'1 7.'38 68.6"1 1.1'1 7.'38 68.6"1 2.231 14.871 68.6"1

" .738 4.'22 73."73

6 .633 4.221 77.7'4 7 .""8 3.720 81."14

8 ."21 3.473 84.'87

' .43' 2.'27 87.'14

10 .370 2.46" '0.380

11 .3"3 2.3"1 '2.730

12 .312 2.083 '4.813

13 .2'4 1.'60 '6.773

14 .2"4 1.6'7 '8.470

1" .22' 1."30 100.000

E#traction )etod* +rincipal Component ,nal$sis.




Component

1 2 3 4

S(Bprestig .800

S(Btaste .77'

S(Bdesire .777

S(Bfitsocia .761

%Brelia&le .803

%Bs!ita&le .7''

%Bsol!tion .668

%Bconvnien .6"3

%B&ea!t$ .60"

SOBimpres .840

SOBaccept .827

SOBimprov .818

EBdeligt .861

EBfeelgood .8"3EBconfiden .642



REPORTING FACTOR ANALYSIS



Factor Analysis of Brand Image Benefits

The brand image benefits construct in this study is a multidimensional construct. This construct were

represented by nineteen items; i.e. functional benefits (6 items), social benefits (4 items), symbolic

benefits (4 items) and experiential benefits (5 items). principal component method with a !arimax

rotation (note: or promax rotation) was utili"ed in order to reduce a large number of !ariables to a

smaller numbers of factors.

The results of factor analysis on brand image benefits are presented in Table 4.5. The initial run of

the factor analysis on #$ items of brand image benefits produced four factors with eigen!alues abo!e one.

The %aiser&'eyer&lin !alue was .*$* and the +artlett test of sphericity was significant at .. nti&

image correlation for the entire brand image benefits !ariables were greater than .5. -owe!er, some

items were cross&loaded on other factors or different dimensions. or example, the first item /the brand

gi!es social appro!al0 was remo!ed due to cross loading on other factors (i.e. factor 4, /symbolic

benefits0 construct) see ppendix 122 on page 22. fter this item was remo!ed, the factor analysis was

run again.

The second run of the factor analysis also extracted four factors with eigen!alues greater than

one. The %aiser&'eyer&lin !alue was .**5 and the +artlett test of sphericity was significant at ..

nti&image correlation for the entire brand image !ariables were greater than .5. 3econd item was

remo!ed (i.e. /the brand maes me feel sexy0) as it cross&loaded on other factor (i.e. factor /symbolic

benefits0). The details of this exercise can be referred to ppendix 1# (p.6).

The third run of factor analysis produced four factors with eigen!alues greater than one. The

%aiser&'eyer&lin !alue was .** and the +artlett test of sphericity was significant at .. The nti&

image correlation was abo!e .5. The result of this factor analysis indicates that the item //the brands

color can be easily remo!ed00 achie!ed !ery low communalities (.5). Thus, this item was deleted and

the data reduction process was re&run again.



The fourth run of the factor analysis also extracted four factors with eigen!alues greater than one.

The %aiser&'eyer&lin !alue was .**# and the +artlett test of sphericity was significant at .. nti&

image correlation for the entire brand image !ariables were greater than .5. ourth item was remo!ed

(i.e. /the brand gi!es me pleasure0) as it cross&loaded on other factor (i.e. factor 7 /functional benefits0).

The details of this exercise can be referred to ppendix 1# (p.6).

The final run of factor analysis produced four factors with eigen!alues more than one, which

explained 6*.658 of the total !ariance (see Table 4.5). The %aiser&'eyer&lin !alue was .* and

+artlett Test of 3phericity was significant at .. nti&image correlation of the remaining #5 items of

brand image benefits exceeded .5. The communalities of the #5 !ariables ranged from .45 to .*#$

(note9 lowest to the highest communalities).

The factor loadings for the remaining #5 brand image benefits !ariables were in the range of .65

to .*6#, which indicates abo!e the recommended cutoff point !alue of . for practical and statistical

significance. !erall, all the !ariables were loaded significantly on four factors as conceptuali"ed,

therefore the same label was used to label these factors.

s indicated in Table 4.5, factor one /symbolic benefits0 consists of four !ariables9 they were /the

brand pre!ents me from looing less prestigious.0, /the brand indicates that : am a person with taste.0,

/the brand enhances the perceptions that : ha!e a desirable life style0 and /the brand helps me to better fit

into my social group0. :t has an eigen!alue of 5.*7 which accounted of #*.78 of the total !ariance.

actor two was labeled /functional benefits0 since the items portrayed the perception of the

functional benefits acuired from usage of the brand. The 5 items measured include /the brand is suitable

for my usage0, /the brand is reliable for its usage0, /the brand is con!enient to use0, /the brand maes me

beautiful0, and /the brand pro!ides a solution to my expectations0. pproximately #*.#*8 of the !ariance

was captured by factor two that has an eigen!alue of 7..

actor three /social benefits0 consists of three !ariables9 they were /the brand impro!es the way :

am percei!ed by others0, /the brand helps me feel accepted by others0 and /the brand maes a good



impression of me on other people0. :t has an eigen!alue of #.7* which accounted of #6.*8 of the total

!ariance.

actor four was labeled as /experiential benefits0 and includes items related to customers

perceptions of the experiential benefits attainable from using the brand such as /the brand maes me feel

good0, /the brand maes me feel delighted0, and /the brand enhances my self confidence0. This factor

has an eigen!alue of #.#$ and explained #4.*8 of the total !ariance.

Table 4.5

Factor Analysis of Brand Image Benets

9tems %1 %2 %3 %4Factor 1: Symbolic Benets

1 The brand prevents me from looking less prestigious. .800

2 The brand indicates that I am a person with taste. .77'

3 The brand enhances the perceptions that I have adesirable life style.

.777

4 The brand helps me to better t into my social group. .761

Factor !: Functional Benets

1 The brand is reliable for its usage .803

2 The brand is suitable for my usage. .7''

3 The brand provides a solution to my expectations. .668

4 The brand is convenient to use. .6"3

" The brand makes me beautiful. .60"

Factor ": Social Benets

1 The brand makes a good impression of me on otherpeople.

.840

2 The brand helps me feel accepted by others. .827

3 The brand improves the way I am perceived by others. .818

Factor #: E$periential Benets

1 The brand makes me feel delighted. .861

2 The brand makes me feel good. .8"3

3 The brand enhances my self condence. .642

Eigen alue ".82 2.00 1.28 1.1'

! of ariance 18.763 18.184 16.833 14.871 Total ariance Explained 68.6"1

"easure of #ampling $de%uacy .873

&artlett's Test of #phericity 41"1.032

#ignifcant (.((

Reorting !nidimensional"one dimensional constr!ct Factor Analysis

#$#$% Factor Analysis of O&erall C!stomer Satisfaction



The factor analysis for the o!erall satisfaction !ariables produced only one factor that had an eigen!alue

of .# and explained 66.##8 of the total !ariance. The %aiser&'eyer&lin !alue was .*4, and the

+artletts test of sphericity was significant at ., indicating that the items were correlated and suitable

for factor analysis (see Table 4.6). The communalities of the fi!e !ariables ranged from .5 to .5 and

factor loadings of the !ariables ranged from .&.*. Table 4.6 below displays the factor loadings of the

items measuring o!erall customer satisfaction.

Table 4.6

Factor Analysis of Overall Customer Satisfaction

#$#$' Factor Analysis of Loyalty Intention

s shown in Table 4., the factor analysis of the six loyalty intention items<!ariables only extracted one

factor that had an eigen!alue of .64 and accounted for 6.5*8 of the total !ariance. The %aiser&'eyer&

lin !alue was .*5, and the +artletts test of sphericity was significant at ., which indicates that the

data was suitable for factor analysis (see Table 4.). The communalities of the 6 !ariables ranged from

.56 to .6* and factor loadings of the !ariables ranged from .4 to .*7.

Table 4.

Factor Analysis of Loyalty Intention

Items Factor Loadings

Items FactorLoadings

O&erall Satisfaction

# : am !ery satisfied with my decision to use this brand. $()*

7 : did the right thing using the brand. $())

'y choice to use this brand has been a wise one. $(+*

4 : belie!e that using this brand is usually a !ery satisfying experience. $***

5 The brand does a good =ob in satisfying my needs. $*',

>igen ?alue .#

Total ?ariance >xplained 66.##

'easure of 3ampling deuacy .*4+artletts test of 3phericity #456.7

3ignificant .



Loyalty Intention

# : intend to continue using the brand in the future. $(%'

7 : am more liely to repurchase the brand in the future. $(,)

: will recommend this brand to anyone who sees my ad!ice. $(,,

4 : will say positi!e things about the brand to other people. $*-*

5 : will encourage friends and relati!es to use with the brand. $*#)6 The brand is my first choice. $*'#

>igen!alue .64

Total ?ariance >xplained 6.5*

'easure of 3ampling deuacy .*5

+artletts test of 3phericity #65.*

3ignificant .

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Factor_analysis of Brand Benefits Pendaftar 2013