Figure 1.
Figure 2.
Figure 3.
Multicollinearity and Model Fit Test (Source: Authors’ own research, 2024)
| Variable | Variance Inflation Factor (VIF) | Root Mean Square Theta |
|---|---|---|
| Sosmed marketing (X1) | 2.705 | 0.11 |
| Human-centric brand (X2) | 2.712 | 0.08 |
| Digital anthropology (X3) | 2.606 | 0.07 |
| Attraction brand (Z) | 2.419 | 0.09 |
| Performance branding (Y) | - | 0.10 |
Outer Loading and AVE (Source: Authors’ own research, 2024)
| Variable | Code | Indicator | Outer loading | AVE |
|---|---|---|---|---|
| Sosmed marketing (X1) | X1.1 | Content creation | 0.764 | 0.779 |
| X1.2 | Content sharing | 0.827 | ||
| X1.3 | Connecting | 0.895 | ||
| X1.4 | Community building | 0.772 | ||
| Human-centric brand (X2) | X2.1 | Physical | 0.871 | 0.841 |
| X2.2 | Intellectuality | 0.825 | ||
| X2.3 | Friendliness | 0.803 | ||
| X2.4 | Emotionality | 0.854 | ||
| Digital anthropology (X3) | X3.1 | Accessibility | 0.756 | 0.735 |
| X3.2 | Interactivity | 0.725 | ||
| X3.3 | Entertainment | 0.712 | ||
| X3.4 | Credibility | 0.726 | ||
| Attraction brand (Z) | Z1 | Politeness | 0.731 | 0.742 |
| Z2 | Attractiveness | 0.722 | ||
| Z3 | Ability | 0.737 | ||
| Z4 | Consumer admiration | 0.718 | ||
| Performance branding (Y) | Y1 | Specific | 0.795 | 0.747 |
| Y2 | Measurable | 0.729 | ||
| Y3 | Achievable | 0.742 | ||
| Y4 | Relevant | 0.719 |
Hypothesis Testing (Source: Authors’ own research, 2024)
| Hypothesis | Variable | Original sample | P-value | Std dev. | Result |
|---|---|---|---|---|---|
| H1 | Social media marketing – attraction brand | 0.244 | 0.000 | 5.587 | Supported |
| H2 | Human-centric brand – attraction brand | 0.469 | 0.000 | 7.697 | Supported |
| H3 | Digital anthropology – attraction brand | 0.211 | 0.002 | 3.116 | Supported |
| H4 | Social media marketing – performance branding | 0.199 | 0.000 | 4.164 | Supported |
| H5 | Human-centric brand – performance branding | 0.073 | 0.021 | 4.126 | Supported |
| H6 | Digital anthropology – performance branding | 0.307 | 0.000 | 4.576 | Supported |
| H7 | Attraction brand – performance branding | 0.360 | 0.000 | 6.460 | Supported |
| H8 | Social media marketing – performance branding through attraction brand | 0.088 | 0.000 | 4.610 | Supported |
| H9 | Human-centric brand – performance branding through attraction brand | 0.168 | 0.000 | 5.125 | Supported |
| H10 | Digital anthropology – performance branding through attraction brand | 0.076 | 0.011 | 2.552 | Supported |
Fornell–Lacker Criterion (Source: Authors’ own research, 2024)
| Variable | X1 | X2 | X3 | Z | Y | CA | CR |
|---|---|---|---|---|---|---|---|
| X1 | 0.74 | - | - | - | - | 0.842 | 0.894 |
| X2 | 0.68 | 0.93 | - | - | - | 0.937 | 0.955 |
| X3 | 0.69 | 0.91 | 0.93 | - | - | 0.876 | 0.916 |
| Z | 0.71 | 0.89 | 0.86 | 0.86 | - | 0.886 | 0.920 |
| Y | 0.70 | 0.82 | 0.80 | 0.79 | 0.81 | 0.884 | 0.922 |
Characteristics of Respondents (Source: Authors’ own research, 2024)
| Category | Mark | Percentage (%) |
|---|---|---|
| Age | 21–30 years | 49.2 |
| 31–40 years | 37.6 | |
| 41–50 years | 13.2 | |
| Gender | Man | 55.2 |
| Woman | 44.8 | |
| Last education | Elementary school | 6.8 |
| Junior high school | 11.4 | |
| Senior high school | 81.8 | |
| Bachelor | 37.6 | |
| Residence | Surabaya City | 22.3 |
| Malang City | 14.6 | |
| Jember City | 20.8 | |
| Sidoarjo City | 9.8 | |
| Banyuwangi City | 8.4 | |
| Kediri City | 8.9 | |
| Pasuruan City | 8.6 | |
| Others | 6.6 | |
| Total | 100% | |
Statistics Descriptive Result (Source: Authors’ own research, 2024)
| Variable | n | Min. | Max. | Mean | Std dev |
|---|---|---|---|---|---|
| Social media marketing (X1) | 500 | 11 | 20 | 17.40 | 2.32 |
| Human-centric brand (X2) | 500 | 10 | 20 | 17.35 | 2.30 |
| Digital anthropology (X3) | 500 | 8 | 20 | 17.38 | 2.42 |
| Attraction Brand (Z) | 500 | 8 | 20 | 17.18 | 2.47 |
| Performance branding (Y) | 500 | 7 | 20 | 17.10 | 2.52 |
Harman's one-factor test (Source: Authors’ own research, 2024)
| Extraction Sums of Squared Loadings | ||
|---|---|---|
| Total | % of Variance | Cumulative % |
| 12.975 | 44.875 | 44.875 |