Findings

Reliability Test
The total number of questionnaire for the variables in this study is 30 questions which include
online fashion shopping behavior, coupon, discount, and free delivery. Cronbach’s Coefficient
is used to measure the reliability of the different variables which normally ranges from 0 to 1.
According to Nunally, the coefficient that is equal to or greater than 0.7 is considered
acceptable and has a good reliability (1978). However, if the coefficient falls lower than 0.7,
the variables cannot be accepted and considered as not reliable (Sekaran, 2003). The reliability
of each variable is tested by using SPSS Version 20 and the results are explained as follow:

Table 1: Reliability Statistics for Online Fashion Shopping Behavior

Cronbach’s Alpha N of Items
.718 9

Table 1 shows the reliability analysis for the online fashion shopping behavior. It shows that
the Cronbach’s Alpha for this variable is 0.718 which is greater than 0.7. Therefore, the variable
result is considered as acceptable and reliable in the process of developing the research.

Table 2: Reliability Statistics for Coupon

Cronbach's Alpha N of Items
.772 7

The statistic result in Table 2 shows that Coupon generated a reliability score of 0.722 which
is more than 0.7. This indicates an acceptable reliability measure for Coupon as one of the
variable in this research.

Table 3: Reliability Statistics for Discount

Cronbach's Alpha N of Items
.868 7

The Cronbach’s Alpha for Discount shown in Table 3 is 0.868 which is greater than 0.7. Hence,
the score is considered as a good result. This shows that Discount is reliable as part of the
variables chosen in this study.

Table 0: Reliability Statistics for Free Delivery

Cronbach's Alpha N of Items
.901 7

The Table 4 above shows the reliability statistics for Free Delivery. The reliability coefficient
for the variable is 0.901, which is more than 0.7. It indicates that Free Delivery has achieved
excellent reliability and considers as very reliable which further supports the process of
completing this research.

Pearson Correlation Analysis

Correlation coefficient helps to identify the strength of relationship between two or more
variables. Correlation refers to the degree where two variables are closely related. The
correlation score between +1 and -1 represents a positive or negative correlations, whereas a
value of 0 means that the variable has no relationship and it is completely independent. There
are three hypotheses in total which is used to test the relationships between the independent
and the dependent variables (Saunders, Lewis, & Thornhill, 2000). The results achieved for
coupon, discount, and free delivery towards online fashion shopping behavior from the Pearson
Correlation analysis are shown in Table 5.

Table 5: Pearson Correlation Analysis between Independent and Dependent Variables

Coupon Discount Free Online
Delivery Shopping
Behavior

Pearson
Correlation 1 .273* .501** .420**
Coupon
Sig. (2-tailed) .014 .000 .000
N 80 80 80 80
Pearson
.273* 1 .372** .262*
Correlation
Discount
Sig. (2-tailed) .014 .001 .019
N 80 80 80 80
Pearson
.501** .372** 1 .316**
Correlation
Free Delivery
Sig. (2-tailed) .000 .001 .004
N 80 80 80 80
Pearson
.420** .262* .316** 1
Online Shopping Correlation
Behavior Sig. (2-tailed) .000 .019 .004
N 80 80 80 80
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).

From the table above, hypotheses testing can be concluded as the following:
H1: There is a significant relationship between coupon and online fashion shopping behavior
among the employees of Sahawan Sdn. Bhd.

Based on the result given, the p-value obtained was much smaller than alpha value of 0.05
which is p= .0001. This shows that the null hypothesis is rejected and the alternative hypothesis
is accepted. The correlation coefficient obtained was 0.420 which indicates that the strength of
the relationship is moderate. Therefore, coupon and online fashion shopping behavior has a
positive and moderate relationship.
H2: There is a significant relationship between discount and online fashion shopping behavior
among the employees of Sahawan Sdn. Bhd.

Next is to identify the relationship between discount and online fashion shopping behavior
among the employees of Sahawan Sdn. Bhd. The p-value obtained (p= 0.019) was less than the
alpha value of 0.05 hence, the null hypothesis is rejected. Furthermore, the correlation
coefficient obtained was 0.273. Therefore the correlation between discount and online fashion
shopping behavior is positive and low relationship. It indicates that as the values of one variable
increase, the other variable decreases.

H3: There is a significant relationship between free delivery and online fashion shopping
behavior among the employees of Sahawan Sdn. Bhd.
Lastly is the study of relationship between free delivery and online fashion
shopping behavior. As depicted in Table 4.10, the p-value obtained was 0.004
which is smaller than alpha value of p= 0.05. Thus, alternative relationship was
accepted. Moreover, the correlation coefficient generated was 0.316 which
indicates a low relationship. Therefore, the correlation between free delivery and
online fashion shopping behavior is weak positive relationship. As the online
fashion shopping behavior increase, the value on free delivery decreases.