Hypothesis summary
| Hypothesis | Path | Path coefficient | t value | p value | Decision |
|---|---|---|---|---|---|
| H1 | Promotion → Awareness | 0.453 | 2.864 | 0.004* | Supported |
| H2 | Awareness → Connect | 0.559 | 3.371 | 0.001* | Supported |
| H3 | Promotion → Connect | 0.084 | 0.239 | 0.812 | Not Supported |
| H4 | Awareness → Sustainable demand | 0.276 | 2.149 | 0.032* | Supported |
| H5 | Connect → Sustainable demand | 0.116 | 0.720 | 0.471 | Not Supported |
| H6 | Promotion → Sustainable demand | 0.36 | 2.058 | 0.040* | Supported |
| Hypothesis | Path | Path coefficient | Decision | ||
|---|---|---|---|---|---|
| Promotion → Awareness | 0.453 | 2.864 | 0.004* | ||
| Awareness → Connect | 0.559 | 3.371 | 0.001* | ||
| Promotion → Connect | 0.084 | 0.239 | 0.812 | ||
| Awareness → Sustainable demand | 0.276 | 2.149 | 0.032* | ||
| Connect → Sustainable demand | 0.116 | 0.720 | 0.471 | ||
| Promotion → Sustainable demand | 0.36 | 2.058 | 0.040* |
Note(s): *Significant at 5% level of significance
Source(s): Author's own
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