Kiểm Định Độ Phù Hợp Bằng Hệ Số Cronbach’S Alpha.

Missing System Total

139

13,7

100,0

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tu nv cong ty

Frequency	Percent	Valid Percent	Cumulative Percent
	co	20	14,4	16,7	16,7
Valid	khong	100	71,9	83,3	100,0
	Total	120	86,3	100,0
Missing	System	19	13,7
Total		139	100,0

chuong trinh xa hoi

Frequency	Percent	Valid Percent	Cumulative Percent
	co	30	21,6	25,0	25,0
Valid	khong	90	64,7	75,0	100,0
	Total	120	86,3	100,0
Missing	System	19	13,7
Total		139	100,0

khac vè nhan biet

Frequency	Percent	Valid Percent	Cumulative Percent
	co	11	7,9	9,2	9,2
Valid	khong	109	78,4	90,8	100,0
	Total	120	86,3	100,0
Missing	System	19	13,7
Total		139	100,0

2.4. Nhận biết qua các yếu tố

ten goi

Frequency	Percent	Valid Percent	Cumulative Percent
	co	69	49,6	57,5	57,5
Valid	khong	51	36,7	42,5	100,0
	Total	120	86,3	100,0
Missing	System	19	13,7
Total		139	100,0

logo, slogan

Frequency	Percent	Valid Percent	Cumulative Percent
	co	50	36,0	41,7	41,7
Valid	khong	70	50,4	58,3	100,0
	Total	120	86,3	100,0
Missing	System	19	13,7
Total		139	100,0

chuong trinh qba

Frequency	Percent	Valid Percent	Cumulative Percent
	co	30	21,6	25,0	25,0
Valid	khong	90	64,7	75,0	100,0
	Total	120	86,3	100,0
Missing	System	19	13,7
Total		139	100,0

dong phuc nv

Frequency	Percent	Valid Percent	Cumulative Percent
	co	25	18,0	20,8	20,8
Valid	khong	95	68,3	79,2	100,0
	Total	120	86,3	100,0
Missing	System	19	13,7
Total		139	100,0

khac

Frequency	Percent	Valid Percent	Cumulative Percent
	co	10	7,2	8,3	8,3
Valid	khong	110	79,1	91,7	100,0
	Total	120	86,3	100,0
Missing	System	19	13,7
Total		139	100,0

2.5. Nhận biết qua Slogan

Slogan cty

Frequency	Percent	Valid Percent	Cumulative Percent
	raising the bar	68	48,9	56,7	56,7
	gather to thrive together	13	9,4	10,8	67,5
Valid	computer edution	14	10,1	11,7	79,2
	learn with mentors	25	18,0	20,8	100,0
	Total	120	86,3	100,0
Missing	System	19	13,7
Total		139	100,0

2.6. Nhận biết qua màu sắc đồng phục

Mau ao dphuc

Frequency	Percent	Valid Percent	Cumulative Percent
	mau trang	20	14,4	16,7	16,7
	mau xanh duong	78	56,1	65,0	81,7
Valid	mau cam	19	13,7	15,8	97,5
	mau tim	3	2,2	2,5	100,0
	Total	120	86,3	100,0
Missing	System	19	13,7
Total		139	100,0

2.7. Nhận biết qua Logo

Logo cty

Frequency	Percent	Valid Percent	Cumulative Percent
	hinh A	11	7,9	9,2	9,2
Valid	hinh B	109	78,4	90,8	100,0
	Total	120	86,3	100,0
Missing	System	19	13,7
Total		139	100,0

3. Kiểm định độ phù hợp bằng Hệ số Cronbach’s Alpha.

3.1. Tên thương hiệu

Reliability Statistics

Cronbach's Alpha

N of Items
,847	4

Item-Total Statistics

Scale Mean if Item Deleted	Scale Variance if Item Deleted	Corrected Item- Total Correlation	Cronbach's Alpha if Item Deleted
TH1	10,49	6,218	,724	,788
TH2	10,50	6,790	,682	,807
TH3	10,61	6,896	,629	,829
TH4	10,55	6,401	,704	,797

3.2. Hình ảnh Lgo

Reliability Statistics

Cronbach's Alpha

N of Items
,867	4

Item-Total Statistics

Scale Mean if Item Deleted	Scale Variance if Item Deleted	Corrected Item- Total Correlation	Cronbach's Alpha if Item Deleted
LG1	9,99	6,664	,759	,813
LG2	9,91	6,689	,700	,837
LG3	9,96	6,897	,675	,847
LG4	10,02	6,622	,737	,822

3.3. Câu khẩu hiệu Slogan

Reliability Statistics

Cronbach's Alpha

N of Items
,815	4

Item-Total Statistics

Scale Mean if Item Deleted	Scale Variance if Item Deleted	Corrected Item- Total Correlation	Cronbach's Alpha if Item Deleted
SLG1	10,16	5,462	,691	,740
SLG2	10,15	6,028	,632	,770
SLG3	9,99	5,370	,635	,768
SLG4	10,00	5,815	,587	,789

3.4. Quảng bá thương hiệu

Reliability Statistics

Cronbach's Alpha

N of Items
,833	4

Item-Total Statistics

Scale Mean if Item Deleted	Scale Variance if Item Deleted	Corrected Item- Total Correlation	Cronbach's Alpha if Item Deleted
QB1	9,63	6,404	,649	,796
QB2	9,53	6,184	,624	,806
QB3	9,67	5,871	,684	,779
QB4	9,43	5,742	,694	,774

3.5. Đồng phục nhân viên

Reliability Statistics

Cronbach's Alpha

N of Items
,850	4

Item-Total Statistics

Scale Mean if Item Deleted	Scale Variance if Item Deleted	Corrected Item- Total Correlation	Cronbach's Alpha if Item Deleted
DPNV1	9,72	6,423	,709	,802
DPNV2	9,53	6,167	,689	,809
DPNV3	9,65	6,582	,645	,827
DPNV4	9,83	5,922	,717	,798

3.6. Mức độ nhận biết chung

Reliability Statistics

Cronbach's Alpha

N of Items
,873	6

Item-Total Statistics

Scale Mean if Item Deleted	Scale Variance if Item Deleted	Corrected Item- Total Correlation	Cronbach's Alpha if Item Deleted
DG1	16,20	14,077	,700	,846
DG2	16,18	14,487	,698	,847
DG3	16,06	14,223	,699	,846
DG4	16,18	13,949	,715	,844
DG5	16,19	14,324	,700	,846
DG6	16,06	15,047	,539	,872

4. Phân tích nhân tố khám phá (Exploratory Factor Analysis – EFA)

4.1. Kiểm định KMO và Bartlett’s Test biến độc lập

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

,876
Approx. Chi-Square	1248,829
Bartlett's Test of Sphericity df	190
Sig.	,000

4.2. Phân tích nhân tố khám phá EFA biến độc lập

Total Variance Explained

Component

Initial Eigenvalues			Extraction Sums of Squared Loadings			Rotation Sums of Squared Loadings
Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %
1	7,578	37,890	37,890	7,578	37,890	37,890	3,037	15,185	15,185
2	2,293	11,464	49,354	2,293	11,464	49,354	2,822	14,108	29,293
3	1,961	9,803	59,157	1,961	9,803	59,157	2,772	13,859	43,152
4	1,101	5,507	64,664	1,101	5,507	64,664	2,677	13,383	56,535
5	1,022	5,110	69,774	1,022	5,110	69,774	2,648	13,239	69,774
6	,696	3,482	73,256
7	,654	3,272	76,528
8	,594	2,972	79,501
9	,552	2,762	82,263
10	,459	2,295	84,558
11	,431	2,153	86,711
12	,413	2,067	88,777
13	,387	1,937	90,714
14	,352	1,758	92,473
15	,342	1,710	94,183
16	,296	1,479	95,662
17	,269	1,344	97,006
18	,221	1,104	98,110
19	,198	,989	99,099
20	,180	,901	100,000

Extraction Method: Principal Component Analysis.

Rotated Component Matrixa

Component
1	2	3	4	5
LG1	,845
LG4	,798
LG2	,781
LG3	,652
DPNV4		,856
DPNV1		,808
DPNV2		,733
DPNV3		,701

QB1

,796
QB3	,772
QB4	,749
QB2	,714
TH4		,816
TH2		,765
TH1		,653
TH3		,623
SLG2			,809
SLG1			,781
SLG4			,689
SLG3			,656

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 6 iterations.

4.3. Kiểm định KMO và Bartlett’s Test biến phụ thuộc

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

,892
Approx. Chi-Square	312,578
Bartlett's Test of Sphericity df	15
Sig.	,000

4.4. Phân tích nhân tố khám phá EFA biến phụ thuộc

Total Variance Explained

Component

Initial		Eigenvalues	Extraction Sums of Squared Loadings
Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %
1	3,687	61,455	61,455	3,687	61,455	61,455
2	,676	11,263	72,718
3	,483	8,055	80,773
4	,410	6,839	87,613
5	,401	6,682	94,295
6	,342	5,705	100,000

Extraction Method: Principal Component Analysis.