“City marketing: Scale development and measurement indicators applicated to Maluku province- Indonesia”

Figures & data

Table 1. Constructs and descriptive statistics

Survey items
	Visitability	M	SD	∝
V1	My first visit to Maluku was a pleasant one	0.917	0.019	0.949
V2	Having visited Maluku for the first time. I feel happy	0.926	0.019
V3	Visiting Maluku is my dream	0.918	0.022
V4	I plan to revisit Maluku	0.896	0.024
V5	The natural advantages of Ambon City/Maluku are wonderful	0.844	0.041
V6	The nearest beaches from the city centre. such as Pintu Kota. Natsepa. and Liang. are must-visit sites	0.832	0.044
V7	Attending events organized by the City/Provincial Government is boring	*	*
V8	The events held in Ambon City/Maluku are not interesting	*	*
	Investability
I1	The fishery and marine product business in Maluku is growing rapidly	0.515	0.096	0.877
I2	Opening a fishery and marine product business in Maluku is interesting because it is profitable	0.718	0.084
I3	The opening of fishery and marine product businesses will absorb labour in Maluku	0.743	0.094
I4	Events held by the local government will increase business opportunities	0.813	0.043
I5	The increase in businesses coming from outside of Maluku is a sign that business opportunities in Maluku are getting better	0.590	0.138
I6	The number of Maluku citizens who are employed is greater than those who are unemployed	*	*
I7	The business of food processing fishery and marine products in Maluku does not follow trends.	*	*
I8	In my opinion. in addition to fishery and marine product businesses. opening a culinary business is a good investment.	0.779	0.049
I9	If I start a business in Maluku. I believe it will grow	0.823	0.034
I10	In addition to growing. I think that opening a business in Maluku may attract investors to cooperate.	0.760	0.067
	Livability			0.742
L1	I think “Ambon Manise” is the best nickname for Ambon City.	0.800	0.047
L2	Some of the best tourism destinations are in Maluku	0.861	0.028
L3	I think the opportunities for the people of Maluku’s as employent is still limited	0.694	0.098
L4	With the high number of employed people moving to Maluku. the number of jobs in Ambon City/Maluku is decreasing	0.485	0.106
L5	For me. staying in Maluku is desirable	*	*
L6	Spending more time in Maluku is pleasurable	0.612	0.118

Note: * not valid

Table 2. Parameter estimation results of variable measurement model

Code	Outer loading Stage I			Outer loading Stage II
Indicator	Outer loading	T value	P value	Outer loading	T value	P value
V1	0.902	34.662	0.000	0.921	19.362	0.000
V2	0.917	42.317	0.000	0.930	47.939	0.000
V3	0.909	33.653	0.000	0.923	41.758	0.000
V4	0.895	43.757	0.000	0.899	36.808	0.000
V5	0.844	20.600	0.000	0.848	20.895	0.000
V6	0.836	20.547	0.000	0.840	19.124	0.000
V7	*
V8	*
I1	0.561	6.095	0.000	0.554	5.796	0.000
I2	0.759	10.468	0.000	0.753	8.919	0.000
I3	0.755	11.375	0.000	0.754	8.013	0.000
I4	0.817	20.704	0.000	0.820	19.123	0.000
I5	0.604	5.498	0.000	0.601	4.348	0.000
I6	*
I7	*	**
I8	0.773	12.788	0.000	0.781	16.039	0.000
I9	0.825	24838	0.000	0.824	14.524	0.000
I10	0.754	10.843	0.000	0.762	11.370	0.000
L1	0.801	16.409	0.000	0.811	17.393	0.000
L2	0.855	25.513	0.000	0.864	30.332	0.000
L3	0.676	6.342	0.000	0.698	7.095	0.000
L4	0.507	6.197	0.000	0.507	4.791	0.000
L5	*
L6	0.631	5.275	0.000	0.591	5.002	0.000

* = Not valid

** = Not significant

Table 3. Criteria model: convergent validity and reliability analysis

Latent variable	Indicators	Loadings	Indicator reliability	Composite reliability	AVE
Visitability	V1	0,921	0,848	0,960	0,800
	V2	0,930	0,865
	V3	0,923	0,852
	V4	0,899	0,808
	V5	0,848	0,719
	V6	0,840	0,706
Investability	I1	0,554	0,307	0,904	0,500
	I2	0,753	0,567
	I3	0,754	0,569
	I4	0,820	0,672
	I5	0,601	0,361
	I8	0,781	0,610
	I9	0,824	0,679
	I10	0,762	0,581
Livability	L1	0,811	0,658	0,828	0,543
	L2	0,864	0,746
	L3	0,698	0,487
	L4	0,507	0,257
	L6	0,591	0,349

Table 4. Correlation value latent variable and discriminant validity

Construct	Visitability	Investability	Liveability
Visitability	0,894
Investability	0,637	0,737
Liveability	0,708	0,765	0,707

* Values in the table is the square root of the AVE

Table 5. Factor loadings and cross loadings

Latent variable	Indicators	Visitability	Investability	Liveability
Visitability	V1	0.921	0.554	0.635
	V2	0.930	0.498	0.564
	V3	0.923	0.560	0.629
	V4	0.899	0.541	0.610
	V5	0.848	0.700	0.717
	V6	0.840	0.549	0.630
Investability	I1	0.266	0.554	0.363
	I2	0.448	0.753	0.454
	I3	0.416	0.754	0.517
	I4	0.549	0.820	0.658
	I5	0.329	0.601	0.350
	I8	0.567	0.781	0.729
	I9	0.564	0.824	0.641
	I10	0.518	0.762	0.669
Liveability	L1	0.604	0.661	0.811
	L2	0.607	0.725	0.864
	L3	0.507	0.582	0.698
	L4	0.332	0.282	0.507
	L6	0.384	0.294	0.591

Figure 1. Result of SEM-PLS confirmatory factor analysis CM.

Figure 2. Results of SEM-PLS-CFA structural model Penilaian R2.

Table 6. Impact visitability, investability, dan variabel laten liveability

No.	Hypothesis	Path coefficient	Standard error	t value	P value	Results
1	City Marketing -> Visitability	0,894	0,028	31,412	0,000**	Significant
2	City Marketing -> Investability	0,896	0,035	25,827	0,000**	Significant
	City Marketing -> Liveability	0,889	0,023	39,399	0,000**	Significant

** Significance test at P < 0.01

Figure 3. Bootstrapping result structural model.