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 - 18

Sum of

Squares and

Cross- products

23.658

29.361

60.612

26.847

-1.751

22.371

2.950

15.374

Covariance

.266

.330

.681

.302

-.020

.251

.033

.173

N

90

90

90

90

90

90

90

90

Slogan

Pearson

Correlation

.696**

.496**

.522**

1

.003

.556**

.104

.499**

Sig. (2-tailed)

.000

.000

.000

.980

.000

.329

.000

Sum of

Squares and Cross- products

22.667

24.844

26.847

43.639

.130

26.194

4.625

24.046

Covariance

.255

.279

.302

.490

.001

.294

.052

.270

N

90

90

90

90

90

90

90

90

Giá

Pearson

Correlation

.100

-.015

-.030

.003

1

-.117

.046

-.219*

Sig. (2-tailed)

.350

.888

.779

.980

.271

.667

.038

Sum of

Squares and Cross- products

3.678

-.852

-1.751

.130

55.977

-6.265

2.317

- 11.968

Covariance

.041

-.010

-.020

.001

.629

-.070

.026

-.134

N

90

90

90

90

90

90

90

90

TKBB

Pearson

Correlation

.730**

.525**

.403**

.556**

-.117

1

.062

.565**

Sig. (2-tailed)

.000

.000

.000

.000

.271

.562

.000

Sum of

Squares and

Cross- products

25.680

28.382

22.371

26.194

-6.265

50.926

2.980

29.401

Covariance

.289

.319

.251

.294

-.070

.572

.033

.330

N

90

90

90

90

90

90

90

90

ĐPNV

Pearson

Correlation

.068

-.060

.056

.104

.046

.062

1

.103

Sig. (2-tailed)

.523

.576

.598

.329

.667

.562

.334

Sum of

Squares and Cross- products

2.267

-3.050

2.950

4.625

2.317

2.980

45.350

5.067

Covariance

.025

-.034

.033

.052

.026

.033

.510

.057

N

90

90

90

90

90

90

90

90

QC

Pearson

Correlation

.619**

.482**

.271**

.499**

-.219*

.565**

.103

1

Sig. (2-tailed)

.000

.000

.010

.000

.038

.000

.334

Sum of

Squares and Cross- products

22.289

26.681

15.374

24.046

- 11.968

29.401

5.067

53.254

Covariance

.250

.300

.173

.270

-.134

.330

.057

.598

N

90

90

90

90

90

90

90

90

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

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

Model

R

R Square

Adjusted R

Square

Std. Error of the

Estimate

Durbin-Watson

1

.886a

.784

.772

.24980

2.182

a. Predictors: (Constant), QC, Logo, TH, TKBB, Slogan

b. Dependent Variable: BPT

Model

Sum of

Squares

df

Mean

Square

F

Sig.

1

Regression

19.081

5

3.816

61.156

.000b

Residual

5.242

84

.062

Total

24.322

89

a. Dependent Variable: BPT

b. Predictors: (Constant), QC, Logo, TH, TKBB, Slogan

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t

Sig.

Collinearity

Statistics

B

Std.

Error

Beta

Tolerance

VIF

1

(Constant)

.505

.174

2.906

.005

TH

.180

.043

.277

4.158

.000

.577

1.734

Logo

.132

.040

.209

3.298

.001

.641

1.561

Slogan

.153

.052

.205

2.965

.004

.537

1.864

TKBB

.205

.048

.296

4.293

.000

.540

1.853

QC

.108

.044

.160

2.435

.017

.597

1.675

a. Dependent Variable: BPT