Factor analysis was carried out to reduce the density of the total questionnaire, on top
of minimizing the occurrence of shared variance of measured variables used. Whilst,
reliability test that utilized Cronbach’s alpha coefficient test is carried out in order to
remove any cross-loading of items that were present in the questionnaires, with the
objective of ensuring the internal consistency of the questionnaire. The results of the
two tests are assembled and presented in table 1 below.
As shown in table 1, the cronbach alpha value for all the variable tested in the study
were concluded to have a value of at least 0.65 or higher, indicating a strong
correlations of the data used in the study. Furthermore, it is observed that apart from
perception and societal expectation, which display a cronbach alpha value of 0.656 and
0.705 respectively, all the variables carry out in the studies exhibit alpha value of
exceeding 0.85, particularly with self image which achieve a cronbach alpha value of
0.874 followed by celebrity endorsement with a value of 0.858, while lastly consumption
attaining a value of 0.850.
Factor analysis was carried out to reduce the density of the total questionnaire, on top
of minimizing the occurrence of shared variance of measured variables used. Whilst,
reliability test that utilized Cronbach’s alpha coefficient test is carried out in order to
remove any cross-loading of items that were present in the questionnaires, with the
objective of ensuring the internal consistency of the questionnaire. The results of the
two tests are assembled and presented in table 1 below.
As shown in table 1, the cronbach alpha value for all the variable tested in the study
were concluded to have a value of at least 0.65 or higher, indicating a strong
correlations of the data used in the study. Furthermore, it is observed that apart from
perception and societal expectation, which display a cronbach alpha value of 0.656 and
0.705 respectively, all the variables carry out in the studies exhibit alpha value of
exceeding 0.85, particularly with self image which achieve a cronbach alpha value of
0.874 followed by celebrity endorsement with a value of 0.858, while lastly consumption
attaining a value of 0.850.
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