PROCEDURE FOR DATA ANALYSIS 32

CHAPTER 2: LITERATURE REVIEW

3.9 PROCEDURE FOR DATA ANALYSIS 32

3.9.1 DESCRIPTIVE RESEACRH

A study method known as descriptive data describes a population's characteristics. Its main objective is to determine the type of demographic data for the intended audience. The first step in the data analysis process for this study was to compile all of the information obtained from the online survey onto an Excel spreadsheet and into SPSS. This 23rd step will measure a factor related to the purchase intention for consumer among Gen z in TikTok.

Next, interpretation of the data on answering each questionnaire.

The proportion of responses provided by respondents will be interpreted and explained in this phase. Lastly, make conclusions for the study project based on the result. Tabulated findings produce a statistical analysis in a straightforward format, including mean, standard deviation, percentage, frequency, and the highest and minimum value.

3.9.2 RELIABILTY TEST

The amount to which findings were steady over time as well as an actual picture of the whole target group under investigation is viewed as reliable, and the research instrument is seen as trustworthy is that if

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study's findings can indeed be reproduced with a same technique.

Cronbach's Alpha is the most often used method for determining the internal dependability of variables. If the alpha value is less than 0.70, it indicates that the internal compatibility is not reliable enough, while alpha values more than 0.70 were judged acceptable. Reliability will be used in this study to assess factors influencing online purchase intention in TikTok among Generation Z.

Table 3.6: Rules of thumb about Cronbach’s Alpha Cronbach’s Alpha Coefficient The Strength of Association

<0.6 Poor

0.6 to <0.7 Moderate

0.7 to <0.8 Good

0.8 to <0.9 Very Good

0.9 Excellent

Source: Hair et. al (2003)

According to Table 3.6, the association is weak whenever the coefficients are less than 0.6, but substantial when the values are between 0.6 and less than 0.7. When the measures are 0.7 or less than 0.8, the strength is good. A Cronbach's Alpha value of 0.9 indicates exceptional connection strength, but a score of 0.8 and less than 0.9 indicates exceptionally high relationship strength.

3.9.3 PEARSON CORELATION ANALYSIS

The statistical method of correlation will be applied to investigate the nature of the connection that exists between the two variables. The Pearson correlation is the correlation statistic used most frequently to quantify the strength of the relationship between two or more variables that are linearly related. For instance, in the stock market, if we want to measure how two stocks are connected, we may use Pearson's r

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correlation to quantify the degree of relationship between the two stocks.

This can help us determine how closely related the stocks are to each other. The Pearson correlation formula calculates the point-biserial correlation; the only difference is that one of the analysed variables is dichotomous.

A complete linear equation is created when the correlation coefficient takes on either the value -1 or +1. The correlation coefficient will be equal to 0 when there is no linear link between the independent and dependent variables. The rule of thumb for calculating Pearson's Correlation Coefficient can be found further down the page.

Table 3.7: Pearson’s Correlation Coefficient.

Sources: Hinked, D.E., Wiersma, W., & Jurs, S. G.(2003)

3.10 SUMMARY/CONCLUSION

In conclusion, the whole chapter 3 examines every element of the research process used in this research. A structured questionnaire served as the research instrument for this study's quantitative methodology. The next chapter will discuss the study's findings.

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CHAPTER 4: RESULT AND DISCUSSION 4.1 INTRODUCTION

In Chapter 4, researchers will give the findings of the data analysis and assess the data analysis in connection to the research objectives and the research topic. After the data collection, the researchers investigated the relationships between the levels of the dependent and independent variables. The study's primary target population, which consisted of 384 respondents, was selected through convenience sampling. The results presented in this report were attained by the use of the methodologies discussed in Chapter 3. All of the analyses performed for this study were outlined concerning the findings. To conduct the analysis, version 26 of the Statistical Package for Social Science (SPSS) was utilized. Frequency analysis, reliability analysis, descriptive analysis, and Pearson correlation analysis were the four analyses used in this study's data collection and interpretation processes.

4.2 PILOT TEST

Variables Number of Items Cronbach’s Alpha

Online Purchases Intention 5 0.850

Perceived Media Richness 5 0.922

Perceived Price Fairness 5 0.940

Perceived Convenience 5 0.900

A total number of three independent variables has been tested using Cronbach's Alpha.

The second and third independent variable that is Perceive Media Richness is (5 items;

a = 0.922) and Perceived Price Fairness is found to be high in the strength of correlation (5 items; a = 0.940). Furthermore, the dependent variable, Perceived Convenience found to be highly reliable too (5 items; a = 0.900). While, dependent variable which is Online Purchases Intention also found the most reliable which is (5 items; a = 0.850).Therefore, the result shows the reliability is excellent too. Hereby, it can be concluded that all the variables carried out for this study were good and excellent.

Therefore, the data were considered suitable for further analysis.

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32 4.3 DEMOGRAPHICS PROFILE

In this particular research project, the analysis started with a descriptive frequency analysis as its basis. The researchers were quite thorough in their examination of the respondents' profiles. Users of Tik Tok contributed a total of 384 replies. The information on gender, age range, marital status, race, level of education, occupation, and income was acquired from section A of the questionnaire. In addition, the following information regarding the respondents' demographics is provided:

RESPONDENT BY GENDER

Categories Frequency (N) Percent (%) Cumulative Percent (%)

Male 154 40.1 40.1

Female 230 59.9 100

Total 384 100

Table 4.1

Figure 4.1 Percentages of Respondents by Gender (n=384)

The number of male and female responders is shown in Figure 4.1 and Table 4.1. In total, 384 people took the time to complete the online survey; 154 men and 230 women.

There are roughly 40.1% males and 59.9% females in the population.

Male Female

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RESPONDENTS BY RANGE OF AGE

Categories Frequency (N) Percent (%) Cumulative Percent (%)

10 - 15 11 2.9 2.9

16 – 20 74 19.3 22.1

21 - 25 299 77.9 100

Total 384 100

Table 4.2

Figure 4.2: Percentages of Respondents by Range of Age (n=384)

The number of responders in each age group is shown in Figure 4.2 and Table 4.2.

There were 299 responses from people aged 21 to 25, or 77.90%, and 74 responses from people aged 16 to 20 (or 19.3%), indicating that the bulk of respondents werwas this age range. In addition, 11 responses (2.9% of the total) come from people between the ages of 10 and 15.

RESPONDENTS BY RACE Categories Frequency

(N)

Percent (%) Cumulative Percent (%)

Malay 242 63.0 63.0

Indian 47 12.2 75.2

Chinese 82 21.4 96.6

Others 13 3.4 100

Total 384 100

Table 4.3

10 - 15 Years 16 - 20 Years 21 - 25 Years

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Figure 4.3: Percentages of Respondents by Race (n=384)

The percentage and the total number of respondents broken down by race/ethnicity are shown in Figure 4.3 and Table 4.3, respectively. Malay, Chinese, Indian, and other races comprise the four racial categories. The majority of respondents (60.0%) are Malay, with 242 total, followed by Indian (21.4%, 82 total). The Indian community has provided feedback in 47 replies, representing 12.2 percent of the total. There were 384 responses to this online survey, and 3.4% of those who participated were people of color lowest response total was 13.

RESPONDENTS BY MARITAL STATUS Categories Frequency

(N)

Percent (%) Cumulative Percent (%)

Single 325 84.6 84.6

Married 54 14.1 98.7

Others 5 1.3 100

Total 384 100

Table 4.4

Malay Indian Chinese

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Figure 4.4: Percentages of Respondents by Marital Status (n=384)

Figure 4.4 and Table 4.4 represent the distribution of respondents based on marital status. It shows that 384 respondents. 84.6 % are single with 325 respondents.

Meanwhile, with 54 responses, 14.1% of respondents are single.

RESPONDENTS BY EDUCATION LEVEL Categories Frequency

(N)

Percent (%) Cumulative Percent (%)

Primary 3 0.8 0.8

Secondary 78 20.3 21.1

Diploma 102 26.6 47.7

Bachelor Degree

199 51.8 99.5

PHD 2 0.5 100

Total 384 100

Table 4.5

Single Married Others

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Figure 4.5: Percentages of Respondents by Education Level (n=384)

RESPONDENTS BY OCCUPATION Categories Frequency

(N)

Percent (%) Cumulative Percent (%)

Student 184 47.9 47.9

Employed 121 31.5 79.4

Part-Time 41 10.7 90.1

Self Employed

29 7.6 97.6

Unemployed 6 1.6 99.2

Retire 2 0.5 99.7

Others 1 0.3 100

Total 384 100

Table 4.6

Primary Secondary Diploma Bachelor Degree PHD

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Figure 4.6: Percentages of Respondents by Occupation (n=384) RESPONDENTS BY INCOME

Categories Frequency (N) Percent (%) Cumulative Percent (%)

Below RM2000 284 74.0 74.0

RM2001-RM3000 73 19.0 93.0

RM3001-RM4000 16 4.1 97.1

Above RM 4000 11 2.9 100

Total 384 100

Table 4.7

Student Employed Part Time Self Employed Unemployed Retire Others

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Figure 4.7: Percentages of Respondents by Income (n=384) 4.4 DESCRIPTIVE ANALYSIS

In this report, descriptive analysis is used to determine the highest mean and standard deviation for each question that we asked the respondents. The researcher would be able to determine which variables result in strongly agreeing and strongly disagreeing responses as a result of this.

MEAN AND STANDARD DEVIATION FOR ONLINE PURCHASES INTENTION IN TIKTOK AMONG GENERATION Z

Table 4.13 Mean and Standard Deviation for Online Purchases Intention (n=384) Descriptive Statistics

Item N Mean Std. Deviation

During shopping online, you always feel excited.

384 4.03 0.848

Below RM2000 2001-3000 3001-4000 Above RM4000

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39 When you see the encounter ads on TikTok, you quickly recognize your need.

384 3.85 0.897

You watch LIVEs on Tik Tok when you have free time.

384 3.82 0.991

You think shopping online is a good idea.

384 4.12 0.734

I intend to use Tik Tok shop in the future.

384 3.92 0.867

Valid N (listwise) 384

The descriptive analysis for the Online Purchase Intention is seen in Table 4.13. The table displays the demographic mean and standard deviation. This segment contains five questions. The highest mean ranking is 4.12 for “You think shopping Online is a good Idea” Although the standard deviation is 0.734. Furthermore, the lowest mean is 3.82 for "You watch LIVEs on Tik Tok when you have free time” and the standard deviation is 0.991.

MEAN AND STANDARD DEVIATION FOR PERCEIVED MEDIA RICHNESS Table 4.14 Mean and Standard Deviation for Perceived Media Richness

Descriptive Statistics

Item N Mean Std.

Deviation

Media is a way of attracting interest to purchase.

384 4.30 0.684

Media will make it easier for us to see the feedback of other users

384 4.29 0.727

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40 Media make it easier for us to communicate with sellers who are far away.

384 4.29 0.696

Media becomes a place where we exchange opinions about a product.

384 4.23 0.734

Media will help us gain knowledge or a better understanding of a situation

384 4.17 0.778

Valid N (listwise) 384

The descriptive analysis for the perceived media richness is seen in Table 4.14. The table displays the demographic mean and standard deviation. This segment contains five questions. The highest mean ranking is 4.30 for "Media is a way of attracting interest to purchase” Although the standard deviation is 0.684. Furthermore, the lowest mean is 4.17 for "Media will help us gain knowledge or a better understanding of a situation." and the standard deviation is 0.778.

MEAN AND STANDARD DEVIATION FOR PERCEIVED PRICE FAIRNESS Table 4.15 Mean and Standard Deviation for Perceived Price Fairness (n=384)

Descriptive Statistics

Item N Mean Std.

Deviation I consider the company’s pricing

policy fair.

384 3.92 0.868

I consider the company’s pricing policy ethical.

384 3.96 0.857

I consider the company’s pricing policy acceptable.

384 3.98 0.817

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41 I paid a fair price for the mobile service I am using.

384 4.03 0.882

In my opinion, the product price is reasonable.

384 4.02 0.814

Valid N (listwise) 384

The descriptive analysis for the Perceived price fairness is seen in Table 4.15. The table displays the demographic mean and standard deviation. This segment contains five questions. The highest mean ranking is 4.03 for "I paid a fair price for the mobile service I am using." Although the standard deviation is 0.882. Furthermore, the lowest mean is 3.92 for "I consider the company’s pricing policy fair" and the standard deviation is 0.868.

MEAN AND STANDARD DEVIATION FOR PERCEIVED CONVENIENCE Table 4.16 Mean and Standard Deviation for Perceived Convenience (n=384)

Descriptive Statistics

Item N Mean Std.

Deviation

Online purchases through Tik Tok help you to save time.

384 4.21 0.811

Online purchases through TikTok help you save your cost

384 4.10 0.873

Online purchase through TikTok makes it easy to find product and services.

384 4.15 0.874

Online purchases can shop everywhere and anytime when using the internet.

384 4.33 0.727

Online purchases it easy to use 384 4.33 0.736

Valid N (listwise) 384

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The descriptive analysis for the factors of Perceived Convenience is seen in Table 4.16.

The table displays the demographic mean and standard deviation. This segment contains 5 questions. The highest mean ranking is 4.44 for “ Online purchase can shop everywhere and anytime when using the internet” and “Online purchase it easy to use”.

Furthermore, the lowest mean is 4.10 for “Online Purchase through Tik Tok helps you save your cost” and the standard deviation is 0.873.

THE OVERALL DESCRIPTIVE ANALYSIS

Table 17: The Overall Descriptive Analysis (n=384) Descriptive Statistics

N Mean Std. Deviation

Online Purchase Intention 384 3.9484 0.69218 Perceived Media Richness 384 4.2573 0.62769 Perceived Price Fairness 384 3.9826 0.73992

Perceived Convenience 384 4.2245 0.68136

Based on Table 4.17, shows the descriptive analysis for overall descriptive analysis.

The table shows the mean and standard deviation for the dependent variable and independent variables. There are 5 questions in every section of these dependent variables and independent variables. The highest mean score for Perceived media richness is 4.2573 with 0.62769 standard deviations. The mean for factor that has the lowest mean is 3.9484 with 0.69218 standard deviations for the Online Purchase Intention.

4.5 RELIABILITY TEST

In order to determine whether each statement has a positive correlation with other statements, Cronbach's Alpha reliability coefficient test was utilised in this section.

When the reliability was high, all the variables and the statement were correlated. The results of this reliability study, which included 384 sets of questionnaires, are displayed below.

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Table 4.5: Reliability test result of the study

Variable Dimensions Cronbach’s

Alpha

Number of Item Dependent

Variable

Online purchase intention in TikTok

.854 5

Independent Variable

Perceived Media Reachness .917 5

Perceived Price Fairness .922 5

Perceived Convenience .900 5

Source: IBM SPSS Version 26

Based on the table 4.5, the result has shown the Cronbach’s Alpha for dependent variable and independent variable. The value of Cronbach’s Alpha for online purchase intention in TikTok is 0.854, then the value of perceived media reachness violation is 0.917, the value of perceived price fariness is 0.922 and the customer perceived convenience is 0.900. According to the result of reliability test, it can be seen that each question of the questionnaire was consistence and stable.

RELIABILITY ANALYSIS FOR ONLINE PURCHASE INTENTION IN TIKTOK

Table:4.6 Reliability Analysis For Online Purchase Intention InTikTok Reliability Statistics

Cronbach's Alpha N of Items

0.854 5

Table 4.7 shows reliability analysis for Online Purchase Intention In TikTok.

The test reliability outcome of Cronbach's Alpha coefficient shows the table 4.6, 0.854. Thus, the questionnaire is reliable and acceptable for the study.

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RELIABILITY ANALYSIS FOR PERCEIVED MEDIA REACHNESS Table: 4.8 Reliability Analysis for Perceived Media Reachness

Reliability Statistics

Cronbach's Alpha N of Items

0.917 5

Table 4.8 shows the reliability analysis for perceived media reachness.

Cronbach's Alpha coefficient shows a value of 0.917. Thus, the questionnaire is considered acceptable for the study. There are shows every respondent is very satisfied with the questionnaire shows many are satisfied with the cheap food prices offered in Kelantan.

RELIABILITY ANALYSIS FOR PERCEIVED PRICE FAIRNESS Table 4.9 Reliability Analysis for Perceived Price Fairness

Reliability Statistics

Cronbach's Alpha N of Items

0.922 5

Table 4.9 shows the reliability analysis for perceived price fairness. Cronbach's Alpha coefficient shows a value of 0.922. Thus, the questionnaire is acceptable and suitable.

This is because the respondent answered the questionnaire for the perceived price fairness. The difference between our respondents who answered the questionnaire makes the probability estimated as a measure of the reliability.

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RELIABILITY ANALYSIS FOR PERCEIVED CONVENIENCE.

Table 4.10 Reliability Analysis For Perceived Convenience.

Reliability Statistics

Cronbach's Alpha N of Items

0.900 5

Table 4.10 shows reliability analysis for perceived convenience. Cronbach's Alpha coefficient shows a value of 0.900. Thus, the questionnaire is reliable and acceptable for the study.

In the study setting, before the researcher issued 384 sets of google form. The researcher performed a pilot study with 30 participants. The objective pilot study to examine the achievability of an approach that is intended to be used in a larger- scale study. Technically, the main purpose of the pilot study was to test the validity of the questions and to find out whether the question is reached and understood by the respondent from the questionnaire form. To determine if the questions in this questionnaire reliably measure he same underlying varia

4.6 NORMALITY TEST

Table 4.6: Test of Normality

Test Of

Normality Kolmogorov-

Smirnova

Shapiro- Wilk

Statistic df Sig. Statistic df Sig.

IV1 .140 384 .000 .944 384 .000

IV2 .160 384 .000 .890 384 .000

IV3 .166 384 .000 .925 384 .000

DV .150 384 .000 .890 384 .000

a. Lilliefors Significance Correction

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Based on the table 4.6 the test of normality, there are 2 types of test that are used which is Kolmogorov-Smirnova test and Shapiro-Wilk test was running in this normality test.

The significant value of the both test between Kolmogorov-Smirnova test and Shapiro- Wilk test shows the value of all the variables are abnormal data (p=0.00) which is less than 0.05. This variable is normally distributed and the null hypothesis for each variables is accepted.

IV1

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IV2

IV3

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The fact that every variable in the table has a p value below 0.05 indicates that each and every one of the variables is non-typical. The normality requirements for all the variables in this study were thus satisfied. Kolmogorov-Smirnov normality test was used in this study instead of Shapiro-Wilk normality test. Although it can also be used on larger 64 sample sizes, the Shapiro-Wilk normality test is more appropriate for small example sizes (50 tests).

when n 50, the Kolmogorov-Smirnov normality test is applied. Kolmogorov-Smirnov normalcy test is therefore a better choice for this study's path. This is due to the fact that Kolmogorov-Smirnov had no sensitive issues in the tails and was suitable for informational indices greater than 50. Additionally, Shapiro-Wilk was ineffective.

4.7 HYPOTHESES TESTING

Hypothesis testing is a methodical process for determining whether research study findings are consistent with a specific idea that pertains to a population. To evaluate a hypothesis about a population, hypothesis testing uses sample data.

Table 4.18: Pearson Correlations

Pearson Correlations

DV IV1 IV2 IV3

Pearson Correlation

1 .649^** .680^** .589^**

Sig. (2-tailed) .000 .000 .000

N 384 384 384 384

IV1

Pearson Correlation

.649^** 1 .628^** . 661^**

Sig. (2-tailed) .000 .000 .000

N 384 384 384 384

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49 IV2

Pearson Correlation

.680^** .628^** 1 .706^**

Sig. (2-tailed) .000 .000 .000

N 384 384 384 384

IV3

Pearson Correlation

.589^** .661^** .706^** 1

Sig. (2-tailed) .000 .000 .000

N 384 384 384 384

Table 4.19: The Relationship between Perceived Media Reachness (IV1) and Online Purchase Intention In TikTok (DV)

Correlations

IV1 DV

IV1 Pearson Correlation 1 .649^**

Sig. (2-tailed) .000

N 384 384

DV Pearson Correlation .649^** 1

Sig. (2-tailed) .000

N 384 384

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

Based on the table above, the results show a significant relationship between perceived media reachness and online purchase intention in TikTok.. Pearson correlation showed 0.649 with a significance level of 0.00. This indicates that there is a statistically significant correlation between perceived media reachness and online purchase intention in TikTok (r = 0.649, N = 384, p < .001). It is a moderate positive correlation. Therefore, the study accepts H1 that researchers ensure that there is a significant relationship between perceived media reachness and

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50 online purchase intention in TikTok.

Table 4.20: The Relationship between Perceived Price Fairness (IV2) and Online Purchase Intention In TikTok (DV)

Correlations

IV2 DV

IV2 Pearson Correlation 1 .680^**

Sig. (2-tailed) .000

N 384 384

DV Pearson Correlation .680^** 1

Sig. (2-tailed) .000

N 384 384

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

Based on the table above, the results show a significant relationship between perceived price fairness and online purchase intention in TikTok. Pearson correlation showed 0.680 with a significance level of 0.00. This indicates that there is a statistically significant correlation between awareness and understanding of Faraid (r = 0.680, N = 384, p < .001). It is a moderate positive correlation. Therefore, the study accepts H2 that researchers ensure that there is a significant relationship between perceived media reachness and understanding of online purchase intention in TikTok.

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Dalam dokumen THE STUDY OF FACTORS INFLUENCING ONLINE PURCHASE INTENTION IN TIKTOK AMONG (Halaman 49-91)