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Nghiên cứu hoạt động tiếp thị truyền thông xã hội tại công ty Connect Travel Hue - 16


Frequency Table


HQ1



Frequency

Percent

Valid Percent

Cumulative Percent


Không đồng ý

3

2.7

2.7

2.7


Trung lập

40

36.0

36.0

38.7

Valid

Đồng ý

67

60.4

60.4

99.1


Hoàn toàn đồng ý

1

.9

.9

100.0


Total

111

100.0

100.0


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Nghiên cứu hoạt động tiếp thị truyền thông xã hội tại công ty Connect Travel Hue - 16


HQ2




Frequency

Percent

Valid Percent

Cumulative Percent


Không đồng ý

15

13.5

13.5

13.5


Trung lập

69

62.2

62.2

75.7

Valid







Đồng ý

27

24.3

24.3

100.0


Total

111

100.0

100.0



HQ3



Frequency

Percent

Valid Percent

Cumulative Percent


Hoàn toàn không đồng ý

2

1.8

1.8

1.8


Không đồng ý

9

8.1

8.1

9.9


Trung lập

66

59.5

59.5

69.4

Valid







Đồng ý

34

30.6

30.6

100.0



Total


111


100.0


100.0



Phụ lục 3: Kết quả kiểm định độ tin cậy của thang đo biến độc lập


Reliability Statistics


Cronbach's Alpha

N of Items

.696

3


Item-Total Statistics



Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted

CY1

7.1441

1.543

.523

.597

CY2

7.3514

1.357

.535

.573

CY3

7.1982

1.379

.485

.642


Reliability Statistics


Cronbach's Alpha

N of Items

.865

3


Item-Total Statistics



Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted

TT1

7.6486

3.666

.728

.824

TT2

7.7117

3.389

.826

.728

TT3

7.5766

4.174

.682

.864


Reliability Statistics



Cronbach's Alpha

N of Items

.650

3


Item-Total Statistics



Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted

KTT1

7.1802

2.367

.477

.532

KTT2

7.0360

2.217

.513

.480

KTT3

7.1351

2.427

.396

.642


Reliability Statistics


Cronbach's Alpha

N of Items

.577

3


Item-Total Statistics



Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted

HD1

7.3243

1.657

.377

.491

HD2

7.2613

1.740

.366

.505

HD3

7.2162

1.771

.417

.432


Reliability Statistics


Cronbach's Alpha

N of Items

.662

3


Item-Total Statistics



Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted

CS1

6.9820

2.545

.531

.495

CS2

7.0180

2.600

.424

.633

CS3

6.7928

2.457

.471

.571


Phụ lục 4: Kết quả kiểm định độ tin cậy của thang đo biến phụ thuộc


Reliability Statistics


Cronbach's Alpha

N of Items

.779

3


Item-Total Statistics



Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted

HQ1

6.2973

1.302

.544

.775

HQ2

6.7838

1.098

.664

.646

HQ3

6.7027

1.029

.648

.667


Phụ lục 5: Kết quả phân tích nhân tố khám phá EFA cho biến độc lập


KMO and Bartlett's Test


Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.668

Approx. Chi-Square

461.698

Bartlett's Test of Sphericity df

105

Sig.

.000


Total Variance Explained


Compone nt

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

3.520

23.465

23.465

3.520

23.465

23.465

2.384

15.894

15.894

2

2.028

13.521

36.986

2.028

13.521

36.986

2.005

13.364

29.258

3

1.636

10.906

47.892

1.636

10.906

47.892

1.908

12.718

41.976

4

1.431

9.538

57.430

1.431

9.538

57.430

1.764

11.763

53.739

5

1.104

7.358

64.788

1.104

7.358

64.788

1.657

11.048

64.788

6

.888

5.922

70.710







7

.774

5.159

75.869







8

.667

4.447

80.315







9

.607

4.049

84.365







10

.571

3.805

88.170







11

.483

3.223

91.393







12

.414

2.760

94.153







13

.406

2.706

96.859







14

.310

2.069

98.927







15

.161

1.073

100.000







Extraction Method: Principal Component Analysis.


Rotated Component Matrixa



Component

1

2

3

4

5

TT2

.911





TT1

.858





TT3

.848





CS3


.803




CS1


.750




CS2


.671




CY3



.783



CY1



.764



CY2



.763



KTT2




.738


KTT3




.717


KTT1




.708


HD2





.767

HD3





.708

HD1





.684

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

a. Rotation converged in 5 iterations.


Phụ lục 6: Kết quả phân tích EFA của biến phụ thuộc


KMO and Bartlett's Test


Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.683

Approx. Chi-Square

93.673

Bartlett's Test of Sphericity df

3

Sig.

.000


Total Variance Explained


Component

Initial

Eigenvalues

Extraction Sums of Squared

Loadings

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

1

2.082

69.388

69.388

2.082

69.388

69.388

2

.553

18.429

87.817




3

.365

12.183

100.000




Extraction Method: Principal Component Analysis.



Component Matrixa



Component

1

HQ2

HQ3 HQ1

.862

.854

.781


Extraction Method: Principal Component Analysis.


a. 1 components extracted.


Phụ lục 7: Kết quả phân tích tương quan và hồi quy


Correlations



CY

TT

KTT

HD

CS

HQ


Pearson Correlation

1

.186

.248**

.098

.236*

.466**

CY

Sig. (2-tailed)


.050

.009

.304

.013

.000


N

111

111

111

111

111

111


Pearson Correlation

.186

1

.297**

.073

.100

.554**

TT

Sig. (2-tailed)

.050


.002

.448

.295

.000


N

111

111

111

111

111

111


Pearson Correlation

.248**

.297**

1

.282**

.306**

.653**

KTT

Sig. (2-tailed)

.009

.002


.003

.001

.000


N

111

111

111

111

111

111


Pearson Correlation

.098

.073

.282**

1

.190*

.377**

HD

Sig. (2-tailed)

.304

.448

.003


.046

.000


N

111

111

111

111

111

111



Pearson Correlation

.236*

.100

.306**

.190*

1

.608**

CS

Sig. (2-tailed)

.013

.295

.001

.046


.000


N

111

111

111

111

111

111


Pearson Correlation

.466**

.554**

.653**

.377**

.608**

1

HQ

Sig. (2-tailed)

.000

.000

.000

.000

.000



N

111

111

111

111

111

111

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).


Model Summaryb


Model

R

R Square

Adjusted R Square

Std. Error of the Estimate

Durbin-Watson

1

.902a

.813

.804

.22444

2.293

a. Predictors: (Constant), CS, TT, HD, CY, KTT


b. Dependent Variable: CN


ANOVAa



Model

Sum of Squares

df

Mean Square

F

Sig.


Regression

23.011

5

4.602

91.363

.000b


1


Residual


5.289


105


.050





Total


28.300


110




a. Dependent Variable: CN


b. Predictors: (Constant), CS, TT, HD, CY, KTT

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