Mass Media Independent Variable

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4.4.1 Mass Media Independent Variable

Firstly, there is a significant p-value = 0.000, strong positive correlation r = 0.536 between mass media and internet. There is a significant p-value = 0.000, strong positive correlation r = 0.503 between mass media and agent. Then, there is a significant p-value = 0.000, strong positive correlation r = 0.551 between mass media and family. There is a significant p-value = 0.000, weak positive correlation r = 0.347 between mass media and site visit. Next, there is a significant p-value = 0.000, weak positive correlation r = 0.382 between mass media and location. Lastly, there is a significant p-value = 0.000, moderate positive correlation r = 0.432 between mass media and price. 4.4.2 Internet Independent Variable Firstly, there is a significant p-value = 0.000, strong positive correlation r = 0.536 between internet and mass media. There is a significant p-value = 0.000, moderate positive correlation r = 0.422 between internet and agent. Then, there is a significant p-value = 0.000, strong positive correlation r = 0.582 between internet and family. There is a significant p-value = 0.000, strong positive correlation r = 0.522 between internet and site visit. Next, there is a significant p-value = 0.000, strong positive correlation r = 0.572 between internet and location. Lastly, there is a significant p-value = 0.000, strong positive correlation r = 0.597 between internet and price. 4.4.3 Agent Independent Variable Firstly, there is a significant p-value = 0.000, strong positive correlation r = 0.503 between agent and mass media. There is a significant p-value = 0.000, moderate positive correlation r = 0.422 between agent and internet. Then, there is a 40 significant p-value = 0.000, moderate positive correlation r = 0.474 between agent and family. There is a significant p-value = 0.000, moderate positive correlation r = 0.458 between agent and site visit. Next, there is a significant p-value = 0.000, strong positive correlation r = 0.502 between agent and location. Lastly, there is a significant p-value = 0.000, strong positive correlation r = 0.507 between agent and price. 4.4.4 Family Independent Variable Firstly, there is a significant p-value = 0.000, strong positive correlation r = 0.551 between family and mass media. There is a significant p-value = 0.000, strong positive correlation r = 0.582 between family and internet. Then, there is a significant p-value = 0.000, moderate positive correlation r = 0.474 between family and agent. There is a significant p-value = 0.000, strong positive correlation r = 0.605 between family and site visit. Next, there is a significant p-value = 0.000, strong positive correlation r = 0.525 between family and location. Lastly, there is a significant p-value = 0.000, strong positive correlation r = 0.504 between family and price. 4.4.5 Site Visit Independent Variable Firstly, there is a significant p-value = 0.000, strong positive correlation r = 0.347 between site visit and mass media. There is a significant p-value = 0.000, strong positive correlation r = 0.522 between site visit and internet. Then, there is a significant p-value = 0.000, moderate positive correlation r = 0.458 between site visit and agent. There is a significant p-value = 0.000, strong positive correlation r = 0.605 between site visit and family. Next, there is a significant p-value = 0.000, strong positive correlation r = 0.685 between site visit and location. Lastly, there is 41 a significant p-value = 0.000, strong positive correlation r = 0.600 between site visit and price. 4.4.6 Price Independent Variable Firstly, there is a significant p-value = 0.000, strong positive correlation r = 0.432 between price and mass media. There is a significant p-value = 0.000, strong positive correlation r = 0.597 between price and internet. Then, there is a significant p-value = 0.000, moderate positive correlation r = 0.507 between price and agent. There is a significant p-value = 0.000, strong positive correlation r = 0.504 between price and family. Next, there is a significant p-value = 0.000, strong positive correlation r = 0.600 between price and site visit. Lastly, there is a significant p-value = 0.000, strong positive correlation r = 0.680 between price and location. 4.4.7 Location Dependent Variable Firstly, there is a significant p-value = 0.000, strong positive correlation r = 0.382 between location and mass media. There is a significant p-value = 0.000, strong positive correlation r = 0.572 between location and internet. Then, there is a significant p-value = 0.000, moderate positive correlation r = 0.502 between location and agent. There is a significant p-value = 0.000, strong positive correlation r = 0.525 between location and family. Next, there is a significant p- value = 0.000, strong positive correlation r = 0.658 between location and site visit. Lastly, there is a significant p-value = 0.000, strong positive correlation r = 0.680 between location and price. 42

4.5 Hypothesis Testing