1.

RELIABILITY

Table 1.1: Highland Coffee’s Reliability Statistics

Reliability Statistics

Construct Cronbach's Alpha

Entertainment 0.780
Interaction 0.707
Trendiness 0.710
Customization 0.827
E-Words of Mouth 0.767
Brand Awareness 0.838
Brand Image 0.796
Brand Loyalty 0.859

2.DESCRIPTIVE STATISTICS

Table 2.1: Highland Coffee’s Descriptive Statistics

Descriptive Statistics

N Mean Std. Deviation Skewness Kurtosis

Statistic Statistic Statistic Statistic Std. Error Statistic Std. Error

ENT 88 4.1609 .34798 -.957 .258 .894 .511

INT 88 4.3065 .34182 -.895 .258 .873 .511

TRE 88 4.2759 .43641 -.699 .258 .555 .511

CUS 88 2.7557 .27220 -.157 .258 -.701 .511

EWOM 88 3.8563 .44889 -.542 .258 .498 .511

BA 88 4.2989 .32957 -.118 .258 .511 .511

BI 88 4.0046 .39175 -.926 .258 .221 .511

BL 88 4.0690 .39747 -.243 .258 .316 .511

BE 88 4.1241 .29771 -.186 .258 .388 .511

Valid N (listwise) 88
3. CORELLATIONS

Table 3.1: Highland Coffee’s Correlations

Correlations

ENT INT TRE CUS EWOM BA BI BL BE

Pearson Correlation 1

ENT Sig. (2-tailed)

N 88
Pearson Correlation .530** 1
INT Sig. (2-tailed) .000
N 88 88
*
Pearson Correlation .237 .613** 1
TRE Sig. (2-tailed) .026 .000
N 88 88 88
** **
Pearson Correlation .430 .425 .363** 1
CUS Sig. (2-tailed) .000 .000 .001
N 88 88 88 88
* **
Pearson Correlation .267 .325 .104 .502** 1
EWOM Sig. (2-tailed) .012 .002 .333 .000
N 88 88 88 88 88
** ** ** **
Pearson Correlation .441 .639 .284 .224 .460** 1
BA Sig. (2-tailed) .000 .001 .007 .000 .000
N 88 88 88 88 88 88
* * ** ** **
Pearson Correlation .133 .222 .278 .416 .446 .803** 1
BI Sig. (2-tailed) .000 .037 .000 .000 .000 .000
N 88 88 88 88 88 88 88
** * ** ** **
Pearson Correlation .442 .247 .078 .627 .432 .840 .844** 1
BL Sig. (2-tailed) .000 .021 .427 .000 .000 .000 .000
N 88 88 88 88 88 88 88 88
** ** * ** ** ** **
Pearson Correlation .498 .680 .218 .296 .468 .758 .764 .837** 1

BE Sig. (2-tailed) .000 .008 .041 .000 .000 .000 .000 .000

N 88 88 88 88 88 88 88 88 88

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

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

a. Brand Awareness
Table 10.1: SMA and BA (Highland Coffee)
Model Summary

Model R R Square Adjusted R Std. Error of the

Square Estimate
a
1 .830 .764 .756 .18396

a. Predictors: (Constant), EWOM, TRE, ENT, CUS, INT

Table 11.1: Regression 3 – ANOVAa (Highland Coffee)

ANOVAa

Model Sum of Squares df Mean Square F Sig.

Regression 17.638 5 3.528 104.239 .000b

1 Residual 2.775 82 .034

Total 20.413 87

a. Dependent Variable: BA
b. Predictors: (Constant), EWOM, TRE, ENT, CUS, INT

Table 12.1: Regression 3 – Coefficientsa (Highland Coffee)

Coefficientsa

Model Unstandardized Coefficients Standardized t Sig. Collinearity Statistics

Coefficients

B Std. Error Beta Tolerance VIF

(Constant) .282 .154 1.822 .001

ENT .148 .070 .132 2.106 .000 .626 1.645

INT .456 .100 .223 2.558 .012 .439 2.252

1
TRE .195 .075 .170 2.601 .011 .546 1.687

CUS .079 .086 .090 .602 .549 .700 1.429

EWOM .318 .245 .429 2.522 .000 .590 1.694

a. Dependent Variable: BA

BA = 0.282 + 0.148*ENT * 0.456*INT + 195*TRE + 0.318*EWOM

 b. Brand Image
Table 7.1: SMA and BI (Highland Coffee)
Model Summaryb

Model R R Square Adjusted R Std. Error of the

Square Estimate

1 .888a .789 .776 .26129

a. Predictors: (Constant), EWOM, TRE, ENT, CUS, INT

b. Dependent Variable: BI

Table 8.1: Regression 2 – ANOVAa (Highland Coffee)

ANOVAa

Model Sum of Squares df Mean Square F Sig.

Regression 20.962 5 4.192 61.408 .000b

1 Residual 5.598 82 .068

Total 26.560 87

a. Dependent Variable: BI
b. Predictors: (Constant), EWOM, TRE, ENT, CUS, INT

Table 9.1: Regression 2 – Coefficientsa (Highland Coffee)

Coefficientsa

Model Unstandardized Coefficients Standardized t Sig. Collinearity Statistics

Coefficients

B Std. Error Beta Tolerance VIF

(Constant) .174 .091 1.912 .001

ENT .045 .050 .061 .900 .371 .626 1.645

INT .186 .089 .172 2.079 .021 .439 2.252

1
TRE .425 .304 .372 1.397 .000 .546 1.687

CUS .163 .072 .216 2.263 .012 .700 1.429

EWOM .264 .111 .277 2.362 .001 .590 1.694

a. Dependent Variable: BI

BI = 0.174 + 0.186*INT + 0.425*TRE + 0.163*CUS + 0.264*EWOM

 c. Brand Loyalty

Table 13.1: SMA and BL (Highland Coffee)

Model Summaryb

Model R R Square Adjusted R Std. Error of the

Square Estimate
a
1 .855 .731 .715 .26618

a. Predictors: (Constant), EWOM, TRE, ENT, CUS, INT

b. Dependent Variable: BL

Table 14.1: Regression 4 – ANOVAa (Highland Coffee)

ANOVAa

Model Sum of Squares df Mean Square F Sig.

Regression 15.825 5 3.165 44.671 .000b

1 Residual 5.810 82 .071

Total 21.635 87

a. Dependent Variable: BL
b. Predictors: (Constant), EWOM, TRE, ENT, CUS, INT

Table 15.1: Regression 4 – Coefficiensa (Highland Coffee)

Coefficientsa

Model Unstandardized Coefficients Standardized t Sig. Collinearity Statistics

Coefficients

B Std. Error Beta Tolerance VIF

(Constant) .270 .276 1.978 .001

ENT .171 .057 .215 3.026 .003 .626 1.645

INT .324 .096 .291 3.374 .001 .439 2.252

1
TRE .096 .064 .113 1.486 .141 .546 1.687

CUS .568 .365 .486 1.553 .000 .700 1.429

EWOM .150 .078 .112 1.906 .005 .590 1.694

a. Dependent Variable: BL

BL = 0.270 + 0.171*ENT + 0.324*INT + 0.568*CUS + 0.150*EWOM

 d. Brand Equity
Table 4.1: SMA and BE (Highland Coffee)
Model Summaryb

Model R R Square Adjusted R Std. Error of the

Square Estimate

1 .723a .652 .643 .19304

a. Predictors: (Constant), EWOM, TRE, ENT, CUS, INT

b. Dependent Variable: BE

Table 5.1: Regression 1 – ANOVAa (Highland Coffee)

ANOVAa
Model Sum of Squares df Mean Square F Sig.

Regression 17.658 5 3.532 94.776 .000b

1 Residual 3.056 82 .037

Total 20.714 87

a. Dependent Variable: BE
b. Predictors: (Constant), EWOM, TRE, ENT, CUS, INT

Table 6.1: Regression 1 – Coefficientsa (Highland Coffee)

Coefficientsa

Model Unstandardized Coefficients Standardized t Sig. Collinearity Statistics

Coefficients

B Std. Error Beta Tolerance VIF

(Constant) .222 .200 1.110 .000

ENT .177 .041 .147 4.300 .000 .646 1.547

INT .223 .069 .205 3.209 .002 .439 2.277

1
TRE .427 .165 .333 2.586 .000 .566 1.768

CUS .350 .180 .280 1.936 .000 .590 1.694

EWOM .428 .252 .335 1.694 .001 .700 1.429

a. Dependent Variable: BE

BL = 0.222 + 0.177*ENT + 0.223*INT + 0.427*TRE + 0.350*CUS + 0.428*EWOM