The impacts of celebrity endorsement on customers perception and brand image in vietnam (take a case studies)

The research in this paper is about the effect of celebrity endorsement on consumer purchase intention: a case of TIKI’s using Ha Anh Tuan (HAT). In spite of potential risks when using celebrity in a marketing plan, the method has developed strongly nowadays due to its impressive benefits. The relation between variables including (1) physical celebrity attractiveness, (2) celebrity popularity, (3) celebrity credibility, (4) celebrity expertise, (5) matchup relevance, (6) multiple endorsement, (7) brand perception, (8) purchase intention were investigated in the literature review and resuls part. In particular, the thesis identifies Vietnam snack industry as contextualization and point out Vietnamese customers for the reason that there are inadequate studies about celebrity endorsement in Vietnam marketing market. To begin, the study provides an analysis about general hypothesis by researching many theories of foregoing researchers. In addition, a quantitative method has been used by conducting a survey with 268 participants to measure the relationship between dependent and independent variables. The findings showed that there is a positive relation between all the independent variables and consumers buying intentions even though some of them were not truly effective. Furthermore, the paper research supports some interesting views by analyzing other results from collected data that have been checked in the conclusion.

The research in this paper is about the effect of celebrity endorsement onconsumer purchase intention: a case of TIKI’s using Ha Anh Tuan (HAT) Inspite of potential risks when using celebrity in a marketing plan, themethod has developed strongly nowadays due to its impressive benefits.The relation between variables including (1) physical celebrityattractiveness, (2) celebrity popularity, (3) celebrity credibility, (4)celebrity expertise, (5) match-up relevance, (6) multiple endorsement, (7)brand perception, (8) purchase intention were investigated in theliterature review and resuls part In particular, the thesis identifiesVietnam snack industry as contextualization and point out Vietnamesecustomers for the reason that there are inadequate studies about celebrityendorsement in Vietnam marketing market To begin, the study provides

an analysis about general hypothesis by researching many theories offoregoing researchers In addition, a quantitative method has been used byconducting a survey with 268 participants to measure the relationshipbetween dependent and independent variables The findings showed thatthere is a positive relation between all the independent variables andconsumers buying intentions even though some of them were not trulyeffective Furthermore, the paper research supports some interesting views

by analyzing other results from collected data that have been checked inthe conclusion

LIST OF FIGURES

LIST OF TABLES

DECLARATION

CHAPTER 1 INTRODUCTION

1.1 The reason for choosing the topic

Until now, when any product is born, in addition to researching andinvesting for the best product quality, promoting the brand to consumers isalso an equally important activity (Todor, 2014) Corporate image, brandvalue and reputation are proof of the competitiveness of the business.Customers when using the brand also feel more proud (Kirmani, 2009).That is why most businesses have to spend a lot of money and effort toinvest in brand promotion activities In the competition for good brandrecognition and the pursuit of profit, there are many times the pressexposes unscrupulous businesses and deceives customers As a result,consumers are increasingly skeptical Consequently, they will think thatadvertising is never true (Darke and Ritchie, 2007) Besides the growingsociety, increasing living standards, it is also a time when it is more difficultfor consumers to choose to believe in a particular brand or product Topromote the brand, marketing managers face a challenge that they mustalways create different marketing strategies to attract and build trust withcustomers Every day, consumers are exposed to a variety of differentadvertisements from brands Marketing and communication magazineAdAge (2021) has shown that customers receive about 3,000 advertisingimages every day, but in fact only 150 images affect the subconscious ofcustomers, of which 30 are images Images can influence the mind ofcustomers (Giang and Duong, 2018) At this point, an effective marketingstrategy is to invest in building brand ambassadors Brand ambassadorshave become extremely popular and are also a necessary part of a business'branding strategy, especially big businesses To make a difference, attract

and reach more customers, businesses often invite famous stars to bebrand ambassadors to promote their products Star faces associated withproduct images help the public to always remember the brand According

to market research firm Millward Brown, more than 15% ofadvertisements in the US have the appearance of famous people while thisfigure in India is 24% and Taiwan is up to 45% (Esangbedo, 2011) Son(2013) stated that the presence of celebrities also helps some brandsincrease sales by up to 20%

Marketers need to have a basis to know the real impact of brandambassadors on customers' purchasing intentions, so that they can makethe right decisions in their investment Besides, at the present time, a newway of word-of-mouth marketing strategy, marketing through influencers,has become much more popular According to the statistics of DigitalMarketing Institute (2021), 49% of consumers rely on recommendations ofinfluencers and 60% of young consumers trust the advice of moreinfluential figures is a celebrity According to Scott (2015), influencermarketing is a marketing strategy that uses the influence of individuals orleaders to drive consumer brand awareness and purchasing decisions.However, the marketing strategy by brand ambassador is no longereffective? In order to be able to partly suggest to businesses in Vietnameasier in choosing effective branding strategies, which can bring theirbrands to the world, develop the country's economy , the group of authors

conducted a research on the topic "The impacts of celebrity endorsements on customer's perception and brand image in Vietnam

- a case study about Ha Anh Tuan endorses TIKI brand".

1.2 Objectives of the study

- To test the relationship between well-known endorsers andcustomer-based brand equity.

- To provide directional management implications for businesses toenhance brand value in the Vietnamese market

Survey object: consumers in HCMC market

Data source: The study uses primary data source by direct consumersurvey method with designed questionnaire

1.5 Research Methods

The study uses both qualitative and quantitative methods:

- Qualitative method: using the method of interviewing the surveysubjects and using exploratory interviewing and group discussiontechniques to identify, calibrate, and build a formal survey questionnaire

- Quantitative method: collect data by distributing questionnairesdirectly to survey subjects by sampling method The data obtained after thesurvey were processed using SPSS 20 software

1.6 Research structure

There are 5 chapters in this research as follows:

CHAPTER 1 INTRODUCTION

CHAPTER 2 LITERATURE REVIEW

CHAPTER 3 METHODOLOGY

CHAPTER 4 RESEARCH RESULTS AND DISCUSSION

CHAPTER 5 CONCLUSION AND RECOMMENDATION

CHAPTER 2 LITERATURE REVIEW

2.1 Identity and brand consumption

In Marketing Management, Keller and Kotler have defined that based brand equity, an added value for services and products, is controlled

customer-by consumers This definition normally displays customers’ opinions,feelings, beliefs and actions, which are linked to the brand (Kotler et al

2012, 243) It means that the more supportive the consumers are, the morepositive the customer-based brand equity is For marketers, hence,developing customer-based brand equity is believed as a considerablechallenge, since it expects the brand to achieve the customers’ requests.Building customer-based brand equity drives marketers establishing brandresonance model According to Keller and Kotler, this model, whichpresents the process of customer loyalty creation, consists of six brand

building blocks: salience, performance, imagery, judgments, feelings, and resonance (Kotler et al 2012, 249) These building blocks are constructed

based on the four stages of brand development, corresponding a set ofessential questions that the consumers would ask about the brand

Beginning with ‘brand identity’, it is important for the brand to build brand salience with customers Brand salience demonstrates the competence for

purchasers to remember a brand, including how often and how easily forthem to remind of the brand (Kotler et al 2012, 248) This measurementrefers to the brand awareness in the consumers’ perceptions, concludingbrand logo, name, and symbol For example, the logo of Starbucks declaresthat the product category of this brand is coffee

Brand performance and brand imagery are constructed for the second stage

of brand development, ‘meaning’ While brand performance is how the products or services meets consumers’ functional demands, brand imagery

specifies “the extrinsic properties” to psychological needs of customers(Kotler et al 2012, 248)

Simply, brand performance focuses on the brand’s tangible features, such as style, design, or price; and brand imagery focuses on the intangible

components of the brand, like history, experiences, and values Red Bull’s

marketing strategy, to illustrate, is the one which meets both brand performance and brand imagery Besides using visually appealing videos and images, claiming the brand performance, Red Bull focuses on its tagline

and core value “Red Bull gives you wings” in its campaigns to meet

customers' needs in brand imagery (Bergstrom 2017).

In the third brand development stage, ‘response’, brand judgments

illustrate the individual opinions of clients, for example, quality or

credibility; whilst brand feelings describe the consumers’ reactions, like

warmth or excitement (Kotler et al 2012, 249) The last building block,

brand resonance is the required action in the final step of developing

customers loyalty This block defines the relationship of consumerstowards to the brand, as well as “the extent to which they feel they’re “in

sync” with it” (Kotler et al 2012, 249) Some examples of brand resonance

are customers loyalty and engagement

2.2 Celebrity endorsement

Due to the development of social media, influencer marketing is not anunfamiliar definition today Utilizing endorsements from influencers, thismarketing method is established based on the trustworthiness of the

influencers, which means the more trusted the influencer is, the more credibility the products are (Chen 2019) It is believed that influencer

marketing is the new word-of-mouth (WoM) marketing method in thedigital era

This new method WoM includes three key actors: the brand, the audience,and the influencer In an influencer marketing process, the influencers, likecelebrities or key opinion leaders (KOLs), are invited to collaborate withthe brand, in order to deliver the brand’s message to the target market.Besides the message from the brand, influencers drive the image and thevalue of the brand in the customers’ perceptions, hence increasing theconsumer loyalty

There are three significant examples of the collaboration of Tiki with the

mega influencer, the macro one and the micro influencer The mega influencer, according to Brown, is someone who has at least a million

followers on social media (Brown 2019) For illustration, Min, aVietnamese singer, is known as a mega influencer, since she has anestimated 1.4 million followers on Instagram Having a large number offollowers, the collaboration with the mega influencer could reach thelargest possible number of audiences Thus, campaigns with this kind ofinfluencers mightrequire more money than the original price

Macro influencers are the ones having from 100.000 to a million followers

on social media (Brown 2019) As an example, the male singer Lou Hoang

is considered as a macro influencer, as his audience size is about 199thousand followers on Instagram Because the audience size of this kind of

an influencer is smaller than the mega influencers’ ones, the expenses forthe macro influencers are lower than the payments for the megainfluencers Persons obtaining from an audience of 1.000 to 100.000 on

social network are recognized as micro influencers (Brown 2019)

Each kind of an influencer has its significant advantage, for example, thenano and the micro influencers possess high engagement and credibilityfrom their followers without costing a high expense, due to their gainedrelatability with their followers The macro influencers usually reach inspecific markets, with a large volume of targeted audiences The megainfluencers, who are usually famous people owning a huge number offollowers, could productively raise brand awareness by their “explosivereach” and “halo effect” It means that their voices could reach the furthestaudiences, while driving followers to trust the brand by utilizing theirpopularities However, these advantages could also be considered as adisadvantage for the mega influencer; since holding these exclusiveadvantages generally leads to an expensive payment in order to invite amega influencer to participate in a brand’s campaign, and this can be tooexpensive for many brands (Influicity 2018)

2.3 Dimensions of celebrity endorsements

2.3.1 Famous endorsements

Brand ambassadors or brand representatives are a popular marketingstrategy to attract customers Brand ambassadors will represent wants andneeds and are easily accepted by consumers They will be mascots,

leadership experts or religious leaders (Hafilah, Chaer, and Usman, 2019).The underpinning theory of influencers as brand ambassadors identifiedthe opinion leadership of influencers and social relationships withinfluencers as two central constructs of influence to the purchase intention

of followers (Farivar et al., 2021) Today, brand ambassadors will often befamous people such as singers, actors, models, experts These people areloved by many people and have influence on the public They are appointed

by businesses so that businesses can use their image as a representative ofthe brand, carry out communication activities to promote the brand, such

as appearing in press conferences to launch products, in promotionalevents the brand's advertising chain or publish articles related to thebrand they represent on personal social networking sites Advertisedbrands are often represented by many well-known public figures It isestimated that about 1/6 of all advertisements worldwide featurecelebrities (A.Shimp and Andrews, 2012) The appointment of a brandambassador is also an innovative strategy to maintain and increase theinterest and position of the brand's image, conveying the message widely

to consumers

2.3.2 Reliability of famous endorsements

2.3.2.1 Theory of associative memory system

The key components of trust are dependable, honest, sincere, andtrustworthy Most young people tend to rely more on advice than olderpeople because they want to follow the trends of famous people (Pandey,2011) Any person who can positively or negatively influence consumerattitudes is called a reference group, and famous people are the mosttrusted reference group (Escalas and Bettman, 2005) Women trust morefemale celebrities and men trust male celebrities (Sliburyte, 2009)

Companies can also take advantage of highly trusted representatives, whohave a good reputation, popularity, good public image and high credibility(Song, Chaipoopiratana et al., 2008) Consumers often consider celebrities

as reliable sources of communication (Goldsmith et al., 2000) Frimpong et al (2019) demonstrated that the trustworthiness of brandambassadors has a positive influence on the purchase intention ofconsumers Weismueller et al (2020) also suggest that the credibility ofbrand ambassadors has a positive effect on the purchase intention ofcustomers According to Utami et al (2020), viewing trusted online reviewsfrom brand ambassadors will be helpful for consumers in building theirtrust in purchase intention

Osei-2.3.2.2 Relationship between celebrity endorsements credibility and customer-based brand equity

In the modern marketing landscape, brands have been using social mediainfluencers as endorsers of their products and services and as brandambassadors Digital influencers connect consumers and brands,strengthen their relationships, and enable brands to achieve their goals in amore natural way to influence the buying consumption (Antunes, 2021).Utami et al (2020) demonstrate that brand ambassadors and the quality ofelectronic word of mouth (e-WOM) have a positive influence on consumerpurchase intention In the context of research in Vietnam, Huynh (2020)identifies that social media influencers as brand ambassadors areinfluential during the first three stages of consumer decision making use.These influencers gain their influence through creating content that isuseful and relevant to consumers However, as these influencers grow insize and attract more sponsorship offers, the authenticity of their productrecommendations becomes questionable

2.4 Factors that determine the credibility of famous endorsements 2.4.1 Attraction

Tradition holds that good looks mean something to people when they buysomething (Reingen and Kernan, 1993) The appearance of beautifuladvertising will create a feeling of attractiveness and increase positiveattitudes, attracting the viewer's attention to purchase (Clow, James et al.2006) The works of many researchers also demonstrate that physicalappearance and attractiveness are a particular factor for testing celebrityeffectiveness (Baker, Churchill et al., 1977; Joseph 1982; Kahle) and Homer,1985; Winham and Hampl, 2008) But according to Bower and Landreth(2001), attractive models are also sometimes ineffective in advertising.Attraction has many dimensions and is difficult to define, it is impossible todetermine the degree of attraction through a single dimension (Caballeroand Solomon, 1984) The creation of attraction is not only in beauty andappearance, but non-physical attributes also play an important role in thelevel of celebrity attraction such as achievement, ingenuity, intelligence(Kamins) , 1990; Sliburyte, 2009) relevance to consumer groups(Deshpandé and Stayman, 1994) Frimpong et al (2019) demonstrated thatbrand ambassador engagement has a positive effect on consumer purchaseintention Weismueller et al (2020) also suggested that brand ambassadorattraction has a positive effect on purchase intention of customers Utami et

al (2020) also confirmed that brand ambassador attraction has a positiveeffect consumer purchase intention

2.4.2 Specialize

The term “expertise” is defined as the degree to which a communicator isseen as a source of valid assertions (Hovland et al., 1953) To convince thereceiver, the agent's expertise has an encouraging effect on the receiver

(Ohanian, 1990) Belch and Belch (1994) suggest that recipients ofinformation have a strong belief in people who actually have expertknowledge in the field Agents with high knowledge and skills have a strongincentive effect compared to agents with low expertise (Ohanian, 1990).Celebrity expertise is one of the reasons to find its influence on therecipients of information (Amos, Holmes and Strutton, 2008) Consumerswill judge a brand representative's expertise by the perceived value ofinformation Weismueller et al (2020) confirm that brand ambassadorexpertise has a positive influence on customer purchase intention In view

of this, Fernández and Castillo (2021) determine that perceivedinformational value in the influence process can cause followers to expressbehavioral intentions towards brands that are recognized by influencersreceive confirmation

2.4.3 Credibility

Brand credibility reflects the extent to which consumers directly andindirectly experience a brand (Alba and Hutchinson, 1987; Kent and Allen1994) Brand familiarity captures the brand knowledge structure of theconstituencies, i.e the brand societies that exist in the consumer's memory.Familiarity means feeling in tune with the emotional significance andcommunication with the celebrity Celebrity familiarity will have morepositive effects when customers themselves find that they are in tune withthe celebrity (Fernández and Castillo, 2021) This is called the mere-exposure effect (Wills, 2021) When customers have a long interaction timeand close interactions with celebrities, familiarity will have a significantimpact on customers' attitudes towards the brand (Ha and Lam, 2016).Utami et al (2020) confirmed that brand ambassador familiarity has apositive impact on consumers' purchase intention In addition, Osei-Frimpong et al (2019) also show that celebrity endorsers have attributes

such as attractiveness, trustworthiness, and familiarity that have a positiveinfluence on consumers' perception of quality, purchase intention andbrand loyalty.

2.5 Purchase intention

Intention is a factor used to assess the likelihood of future behavior (Ajzen,1985) Online shopping intent is the consumer's ability to make purchasesover the Internet (Delafrooz; Paim; Khatibi, 2010) In addition, consumerbuying behavior is the actions of consumers related to the purchase andconsumption of products/services, including need recognition, informationsearch, evaluation of alternatives, buying decision and post-purchasebehavior when buying (Kotler, 2003) Consumer buying behavior is thebehavior consumer’s display in finding, purchasing, using and evaluatingproducts and services that they expect to satisfy their individual needs(Pressey; Winklhofer; Tzokas, 2009) Online shopping behavior (alsoknown as online shopping and Internet shopping) refers to the behavior ofpurchasing products or services over the Internet (Ha; Stoel, 2009) In thisstudy, the author based this study on Theory of Planned Behavior (TPB) byAjzen (1991) In TPB, consumer behavioral intention is influenced by 3factors: (1) Attitude, (2) Subjective Norms and (3) Ability to controlperceived behavior

The analysis of consumer behavior is becoming more and more popularand important (Price Waterhouse Coopers, 2018) Marketers study howconsumers buy mainly in response to where they buy, what they buy, andwhy they buy In the research model of consumers' perception of celebritybrand representatives by Nguyen Thi Huong Giang et al (2018), the resultsindicate the trustworthiness, expertise and attractiveness of brandrepresentatives Celebrity brands have a proportional relationship with

customer buying behavior In which, expertise has the strongest impact onbuying behavior, while attraction has the least influence on buyingbehavior.

Also researching on influencer-based marketing campaigns, two authorsChen Lou & Shu Pei Yuan (2019) have shown that message value andcredibility affect consumers' trust in the social media Research on theadvertising value of social media in Southeast Asia, conducted by Dao et al(2014) investigating the precursors of advertising value on social networksand the influence on online purchase intention in the transition economies

of Southeast Asia The results show that, in the transition economies ofSoutheast Asia, the factors of information characteristics, entertainmentcharacteristics, message content and reliability have a positive impact onperceived value of consumers towards advertising on social networks,thereby positively affecting their online purchase intention

Customer satisfaction is an important topic in service marketing but there

is no consensus among researchers Customer satisfaction is considered asthe customer's emotional state with the product/service used (Spreng &Mackoy, 1996); is the consumer's perception when the consumptionprocess meets their needs, expectations, goals in a pleasant and enjoyableway (Oliver, 1997); or simply a feeling of satisfaction or disappointmentderived from comparing the results of using a product/service withexpectations (Kotler, 2001) For tourism services, we define customersatisfaction as feelings about the comfort and enjoyment of a destinationthat tourists experience Customer loyalty is a combination of loyaltybehavior and relationship commitment (Ganesh et al., 2000) Loyalty to aproduct/service can be demonstrated through repeated purchases,maintenance of trust or just interest in using a supplier's service (Gremler

& Brown, 1996) For tourist destinations, loyalty is also seen as perceived

intention to return to the destination, commitment to return in the future(Yoo & Uysal, 2005; Horng et al., 2012).

2.6 Conceptual framework

2.6.1 Measurement

Table 1: Measurement items for the research model

PA2 HAT is handsome

PA3 HAT has a classy style

PA4 HAT is sexy

PA5 HAT looks very elegant

cf Nguyen

(2020)

CP2 HAT has a non-controversial

image

CP3 HAT has is likable

CP4 HAT is a role and ideal model

for othersCelebrity

CR2 The image of HAT endorsing

TIKI seems to be reliable

CR3 I believe the presence of HAT in

an ad makes TIKI more credible

CR4

The endorsement of HAT onTIKI increases my level of trustabout the product

CR5 I believe HAT is using that

Strutton(2008)

EX2 HAT has experience in using

TIKI app

EX3 HAT is knowledge about the

brand

EX4 HAT is an expert in endorsing

EX5 HAT is qualified in endorsing

MU2 There is a close connection

between HAT and TIKI app

MU3 HAT’s image fits with the target

ME2 I use TIKI because HAT

endorses all of the product

ME3 I have a trust on HAT because

he is a good and kind person

BP2 I know TIKI because its

products are endorsed by HAT

BP3 I think HAT can increase brand

recognition of TIKI

BP4

I am likely to explore moreabout TIKI if its products areendorsed by HAT

Purchase

intention

(PI)

PI1 After I am aware of a brand, I

will consider to use TIKI

Carvalho(2012)

PI2 After I know TIKI, I want to try

using this app

PI3

After knowing TIKI & HATendorsement, I becameinterested in using TIKI app

PI4 After I know TIKI, I have an

intent to purchase and use this

2.6.2 Research hypothesis

There are six research hypothesis as the following:

H1: Physical attractiveness has a positive impact on consumers’ brandperception

H2: Celebrity popularity has a positive impact on consumers’ brandperception

H3: Celebrity credibility has a positive impact on consumers’ brandperception

H4: Celebrity expertise has a positive impact on consumers’ brandperception

H5: Celebrity/product fit has a positive impact on consumers’ brandperception

H6: Multiple Endorsements has a positive impact on consumers’ brandperception

CHAPTER 3 METHODOLOGY

3.1 Research Design

The process of the research to complete studied objectives comprised ninesteps and was illustrated as the following figure:

Figure 2: The study Process

Step 1: Identifying of research topic: author has identified the research

realities and objectives of factors affecting of celebrity endorsement onconsumer purchase intention: a case of TIKI’s using Ha Anh Tuan (HAT),following to determine the scope and objectives of the study

Step 2: Building literature review and theory: author has summarized

the prior literatures and related theories on factors affecting of celebrityendorsement on consumer purchase intention: a case of TIKI’s using HaAnh Tuan (HAT) to find a research gap as well as adhering researchmethods, inherit the research model of previous authors and identifyfactors affecting of celebrity endorsement on consumer purchase intention:

a case of TIKI’s using Ha Anh Tuan (HAT)

Step 3& 4: Suggesting research model and Building measurement of variable: author inherits prior researchers' research model and has built a

suggested research model and specified scale for each factor affecting ofcelebrity endorsement on consumer purchase intention: a case of TIKI’susing Ha Anh Tuan (HAT) through generalization of measurement ofprevious studies, references from experts, and interview participants

Step 5: Conducting survey: author has set up questionnaire comprising

two parts with one has been questioned about respondents and the otherhas been questioned about researched factors and send it directly toparticipants

Step 6: Handling data: author has used Excel application of Microsoft

office software and SPSS 23 software to encrypt, enter and clean data,perform descriptive statistics, verify Cronbach’s Alpha coefficient, Explorefactor analysis (EFA), multiple regression analysis, test model and researchhypotheses

Step 7: Discussing about research finding: author has presented and

discussed the results obtained from research

Step 8: Concluding and suggesting: Basing on the research results and

analysis, author has suggested implications and policies to motivatepurchase intention

3.2 Population and Sample Selection

In this thesis, author has used the sampling method according to aconvenient non-probability sampling method to easily approach theresearch object, saving the cost and time of research.

For multiple regression analyzing and achieving good results, author

determined the sample size by the formula n = 8m + 50 with n being the

minimum sample size, m is the number of independent variables(Tabachnick & Fidell, 2007) The number of independent variables in thisstudy is 5 variables, the minimum sample size is n = 8 * 5 + 50 = 90samples

For Exploratory factor analysis (EFA), the minimum sample size is

determined based on the formula n = 5 * m or n = 4 * m with n being the

minimum sample size, m is the number of observed variables (Hair et al,1998) The number of forecasted observed variables in this study isestimated about 34 observable variables, so the minimum sample size forexploratory factor analysis (EFA) will be n =280 samples

Thus, to satisfy the requirement of using exploratory factor (EFA) andmultiple regression analysis, author has determined the minimum number

of samples in this study will be 280 samples Therefore, to cover error fromcollecting to surveys, author has added 20% of minimum sample size andsent 280 questionnaires to respondents who buy the products in TIKIonline platform

3.3 Research Instrument

First, author has proceed by cleaning up collected data, removed invalidsurvey by Excel application, encode and process data by using SPSSsoftware 23 In the next step, author has conducted descriptive statisticalanalysis, list the frequency to calculated the mean, standard deviation forassessing the level of scales of the survey for each observed variables;performing Cronbach’s Alpha test to assess the reliability of the scale,

Exploratory factor analysis (EFA) and regression analysis, testingappropriation of the model and research hypotheses

All survey questionnaires has been measured base on a five-point scale Strongly Disagree, 2- Disagree, 3 0 Neither Disagree or Agree, 4- Agree, 5-Strongly Agree) Besides, before proposing a research model, the authorspent time interviewing 8 directors who are business enterprises in thefield of travel tourism about proposing a new research variable, Value ofcurrency and was most of them agree to this proposal of the author

(1-3.4 Instrument Pretest

3.4.1 Testing the credibility of scale by Cronbach’s Alpha

According to (Hair et al, 1998), to measure the correlation betweenobserved variables in the same factor, assessing the reliability ofmultivariate scales in analyzing filter elements and removing unsuitablevariables combine off the scale of the author has used the Cronbach's Alphacoefficient test

According to (Hair et al, 1998), in the Cronbach’s Alpha coefficient testingthe variables must have Corrected Item-Total Correlation > 0.3 andCronbach’s Alpha coefficient ≥ 0.6, then these variables are reliable.However, when Cronbach’s Alpha coefficients are > 0.95, they must bereviewed because of overlap of measurement

3.4.2 Exploratory factor analysis (EFA)

For the purpose of removing false factors, exploring new scales, asserting

or correcting the scale, the author has used Exploratory factor analysis(EFA) through the implementation of KMO and Bartlett test

Factor loading coefficient must be > 0.5 to ensure the significance of EFAanalysis

If KMO coefficients range from 0.5 <KMO <1, then factor analysis isappropriated for research data In contrast, the value of KMO <0.5, the

factor analysis is likely to be inconsistent with the research data (Hair et al,1998).

According to (Hair et al, 1998), Bartlett's verification must have a value ofSig < 0.05, which is statistically significant, meaning that variables arecorrelated with each other in the overall

The total variance extracted > 50% and the Eigenvalue value> 1 wereretained in the analysis model

CHAPTER 4 RESEARCH RESULTS AND DISCUSSION

4.1 Multiple linear regressions

4.1.1 Check the reliability of the scale using Cronbach's Alpha coefficient

In a research model on the influence of HAT on the extent to whichconsumers choose the TIKI app, the article did a study on 280 consumerswith 280 satisfactory research results To consider the reliability of thevariables as well as the obtained data, in this article, Cronbach's Alphacoefficient will be used for all 8 variables, including 2 information about thedependent variable and 6 dependent variables

Table 1: The reliability of the scale: Purchase intention (PI)