Table Goodness of Fit Index

Goodness of Fit Index Cut off Value Results Results

2
χ Expected to be low 352.715
Df 165
χ2- Significance Probability ≥ 0.05 0.000
CMIN/DF ≤ 3.00 2.138 Good Fit
RMSEA ≤ 0.08 0.078 Good Fit
RMR < 0,05 0.056 Bad Fit
NFI ≥ 0.90 0.881 Bad Fit
IFI ≥0.90 0.933 Good Fit
TLI ≥0.90 0.922 Good Fit
CFI ≥0.90 0.933 Good Fit

Table Hypothesis testing

Hypothesis Path Estimate S.E CR P Description
H1 Brand Image < Electronic 0.04 0.02 Accepted
0.099 2,201
Word Of Mouth 5 8
H2 Brand Image < Product 0.07 10,17 Accepted
0.808 ***
Quality 9 6
H3 Purchase Decision < 0.16 Accepted
1,073 6,357 ***
Brand Image 9
H4 Purchase Decision < Accepted
0.05
Electronic Word Of 0.342 5,954 ***
7
Mouth
H5 Purchase Decision < 0.15 - 0.03 Accepted
-0.329
Product Quality 2 2,163 1

Table Sobel Test - Significance of Mediation

Sobel Two-
test tailed
statistics probabilit
y

Electronic Word Of Mouth --> Brand Image --> Purchase 2.07 0.037
Decision

Product Quality --> Brand Image --> Purchase Decision 5.39 0,000
CR
Estimate eror sum CR
BI <--- EWOM 0.119
BI <--- PQ 0.835
PD <--- BI 0.936
PD <--- PQ -0.297
PD <--- EWOM 0.359
EWOM.5 <--- EWOM 0.762 0.179 13.51298 0.942789
EWOM.4 <--- EWOM 0.871 0.072
EWOM.3 <--- EWOM 0.784 0.126
EWOM.2 <--- EWOM 0.719 0.161
EWOM.1 <--- EWOM 0.54 0.282
BI.6 <--- BI 0.825 0.081 18.76622 0.961669
BI.5 <--- BI 0.594 0.215
BI.4 <--- BI 0.758 0.084
BI.3 <--- BI 0.818 0.077
BI.2 <--- BI 0.732 0.102
BI.1 <--- BI 0.605 0.189
PD.1 <--- PD 0.829 0.102 17.45568 0.970047
PD.2 <--- PD 0.716 0.203
PD.3 <--- PD 0.897 0.055
PD.4 <--- PD 0.869 0.097
PD.5 <--- PD 0.867 0.082
PQ.4 <--- PQ 0.768 0.128 8.340544 0.930289
PQ.3 <--- PQ 0.81 0.105
PQ.2 <--- PQ 0.643 0.199
PQ.1 <--- PQ 0.667 0.193
AVE

Estimate
squared loading AVE
BI <--- EWOM 0.119
BI <--- PQ 0.835
PD <--- BI 0.936
PD <--- PQ -0.297
PD <--- EWOM 0.359
EWOM.5 <--- EWOM 0.762 0.580644 0.5525
EWOM.4 <--- EWOM 0.871 0.758641
EWOM.3 <--- EWOM 0.784 0.614656
EWOM.2 <--- EWOM 0.719 0.516961
EWOM.1 <--- EWOM 0.54 0.2916
BI.6 <--- BI 0.825 0.680625 0.529833
BI.5 <--- BI 0.594 0.352836
BI.4 <--- BI 0.758 0.574564
BI.3 <--- BI 0.818 0.669124
BI.2 <--- BI 0.732 0.535824
BI.1 <--- BI 0.605 0.366025
PD.1 <--- PD 0.829 0.687241 0.702271
PD.2 <--- PD 0.716 0.512656
PD.3 <--- PD 0.897 0.804609
PD.4 <--- PD 0.869 0.755161
PD.5 <--- PD 0.867 0.751689
PQ.4 <--- PQ 0.768 0.589824 0.526066
PQ.3 <--- PQ 0.81 0.6561
PQ.2 <--- PQ 0.643 0.413449
PQ.1 <--- PQ 0.667 0.444889