Phân tích các yếu tố ảnh hưởng đến sự nhận diện thương hiệu của khách hàng đối với công ty cà phê Mộc Nguyên trên địa bàn thành phố Đà Nẵng - 17

3

Scale Mean if

Item Deleted

Scale Variance if

Item Deleted

Corrected Item-

Total Correlation

Cronbach's Alpha

if Item Deleted

QC1

7.4889

2.522

.923

.865

QC2

7.5000

2.455

.928

.858

QC3

7.6333

2.437

.765

.995

Cronbach's Alpha

N of Items

.843

3

Scale Mean if

Item Deleted

Scale Variance if

Item Deleted

Corrected Item-

Total Correlation

Cronbach's Alpha

if Item Deleted

BPT1

6.8444

1.211

.706

.784

BPT2

6.9222

1.129

.739

.751

BPT3

6.8333

1.197

.681

.808

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.810

Bartlett's Test of Sphericity

Approx. Chi-Square

1817.750

df

406

Sig.

.000

Compon ent

Initial Eigenvalues

Extraction Sums of

Squared Loadings

Rotation Sums of Squared

Loadings

Total

% of

Variance

Cumulative

%

Total

% of

Variance

Cumulativ

e %

Total

% of

Variance

Cumulative

%

1

9.049

31.203

31.203

9.049

31.203

31.203

3.754

12.945

12.945

2

2.817

9.714

40.917

2.817

9.714

40.917

3.446

11.884

24.829

3

2.717

9.370

50.287

2.717

9.370

50.287

3.230

11.138

35.967

4

2.253

7.770

58.057

2.253

7.770

58.057

3.061

10.556

46.523

5

1.754

6.050

64.107

1.754

6.050

64.107

2.701

9.313

55.837

6

1.342

4.629

68.736

1.342

4.629

68.736

2.517

8.679

64.516

7

1.111

3.832

72.568

1.111

3.832

72.568

2.335

8.053

72.568

8

.890

3.069

75.637

9

.760

2.620

78.257

10

.675

2.326

80.583

11

.573

1.977

82.560

12

.568

1.960

84.520

13

.525

1.811

86.332

14

.500

1.723

88.055

15

.442

1.525

89.580

16

.417

1.437

91.017

17

.374

1.289

92.305

18

.316

1.089

93.395

19

.279

.960

94.355

20

.269

.929

95.284

21

.249

.857

96.142

.217

.748

96.890

23

.200

.690

97.580

24

.177

.611

98.191

25

.164

.567

98.758

26

.142

.491

99.248

27

.127

.436

99.684

28

.084

.291

99.976

29

.007

.024

100.000

Extraction Method: Principal Component Analysis.

Component

1

2

3

4

5

6

7

TH3

.799

TH2

.788

TH4

.753

TH1

.717

TH5

.685

Logo1

.862

Logo2

.839

Logo3

.802

Logo4

.685

TKBB4

.773

Slogan2

.752

TKBB2

.655

TKBB3

.597

TKBB5

.596

TKBB1

.595

.865

QC2

.857

QC3

.820

ĐPNV2

.823

ĐPNV1

.803

ĐPNV3

.765

ĐPNV4

.762

giá3

.897

giá1

.860

giá2

.842

Slogan5

.748

Slogan3

.681

Slogan4

.617

Slogan1

.531

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

a. Rotation converged in 8 iterations.

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.824

Bartlett's Test of Sphericity

Approx. Chi-Square

1720.258

df

378

Sig.

.000

Component

Initial Eigenvalues

Extraction

Loadings

Sums

of

Squared

Rotation

Loadings

Sums

of

Squared

Total

% of

Variance

Cumulative

%

Total

% of

Variance

Cumulative

%

Total

% of

Variance

Cumulative

%

1

8.838

31.563

31.563

8.838

31.563

31.563

3.570

12.749

12.749

2

2.783

9.940

41.502

2.783

9.940

41.502

3.265

11.662

24.411

3

2.717

9.704

51.206

2.717

9.704

51.206

2.975

10.625

35.036

4

2.023

7.223

58.429

2.023

7.223

58.429

2.966

10.592

45.628

5

1.627

5.812

64.241

1.627

5.812

64.241

2.678

9.565

55.193

6

1.333

4.759

69.001

1.333

4.759

69.001

2.500

8.930

64.123

7

1.103

3.938

72.939

1.103

3.938

72.939

2.469

8.816

72.939

8

.807

2.883

75.822

9

.743

2.654

78.477

10

.629

2.248

80.724

11

.572

2.045

82.769

12

.565

2.018

84.787

13

.523

1.868

86.654

14

.473

1.688

88.343

15

.442

1.578

89.921

16

.399

1.426

91.347

17

.373

1.333

92.680

18

.316

1.128

93.808

19

.277

.991

94.799

20

.249

.890

95.690

21

.246

.879

96.568

22

.217

.774

97.343

23

.183

.655

97.998

24

.173

.618

98.615

25

.147

.526

99.141

26

.128

.456

99.598

27

.106

.377

99.975

28

.007

.025

100.000

Extraction Method: Principal Component Analysis.

Component

1

2

3

4

5

6

7

.812

TH2

.785

TH4

.739

TH1

.700

TH5

.685

Logo1

.839

Logo2

.833

Logo3

.820

Logo4

.716

QC1

.863

QC2

.854

QC3

.820

TKBB2

.730

TKBB3

.686

TKBB5

.678

TKBB1

.647

TKBB4

.619

ĐPNV2

.823

ĐPNV1

.812

ĐPNV3

.771

ĐPNV4

.754

giá3

.895

giá1

.861

giá2

.845

Slogan5

.780

Slogan3

.692

Slogan4

.651

Slogan1

.600

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.723

Bartlett's Test of Sphericity

Approx. Chi-Square

108.419

df

3

Sig.

.000

Component

Initial Eigenvalues

Extraction Sums of Squared

Loadings

Total

% of

Variance

Cumulative

%

Total

% of

Variance

Cumulative

%

1

2.284

76.131

76.131

2.284

76.131

76.131

2

.402

13.412

89.543

3

.314

10.457

100.000

Extraction Method: Principal Component Analysis.

Component

1

BPT2

.890

BPT1

.871

BPT3

.856

Extraction Method: Principal Component Analysis.

BPT

TH

Logo

Slogan

Giá

TKBB

ĐPNV

QC

BPT

Pearson

Correlation

1

.715**

.616**

.696**

.100

.730**

.068

.619**

Sig. (2-tailed)

.000

.000

.000

.350

.000

.523

.000

Sum of

Squares and

Cross- products

24.322

26.733

23.658

22.667

3.678

25.680

2.267

22.289

Covariance

.273

.300

.266

.255

.041

.289

.025

.250

N

90

90

90

90

90

90

90

90

TH

Pearson

Correlation

.715**

1

.498**

.496**

-.015

.525**

-.060

.482**

Sig. (2-tailed)

.000

.000

.000

.888

.000

.576

.000

Sum of

Squares and Cross- products

26.733

57.422

29.361

24.844

-.852

28.382

-3.050

26.681

Covariance

.300

.645

.330

.279

-.010

.319

-.034

.300

N

90

90

90

90

90

90

90

90

Logo

Pearson

Correlation

.616**

.498**

1

.522**

-.030

.403**

.056

.271**

Sig. (2-tailed)

.000

.000

.000

.779

.000

.598

.010