Testing the first hypothesis
H0.1: Services marketing mix elements do not have a significant effect on brand awareness.
To test this hypothesis the multiple regression test is used, and according to the SPSS analysis, it is found that F
calculated = 116.492 is greater than F tabulated = 2.01. According to the decision rule, this null-hypothesis H0 is
rejected, meaning; SMM elements have a positive significant effect on brand image. R square value exhibits the
capability of the independent variable in predicting the dependent variable; indicating that only 35.5%