45 Chapter IV Results and Analysis IV.1 Introduction The fourth chapter will discuss regarding statistical results and analysis of the study. In this chapter, we will present the demographic results of respondent and pilot testing (IV.2). Then next subchapter will present various statistical assessments to ensure the result credibility and validity of the data based on data research findings (IV.3), and next subchapter will present various result of hypothesis testing along with discussion, Structural Equation Modelling (SEM), and path analysis (IV.4). Lastly, the last subchapter will discuss about summary (IV.5). In advance, all statistical stage which present in this chapter, already explained before in chapter III. IV.2 Pilot Test Findings This sub-chapter will present information regarding a pilot test on 40 respondents conducted by students who were exposed to social marketing messages on social media. In advance we asked the respondent with screening question, ‘Does the respondent ever receive health information related to health protocols from social media?’ distributed for a pilot test. Later, we examine respondents from the pilot study with 25 questions related to social marketing in social media. The data were analyzed using SmartPLS 3 statistical software. The pilot test was conducted to test the question construct in the questionnaire. IV.2.1 Demographic Profile Piloting First, we will provide information related to the respondents, for the pilot study we distribute the questionnaire to student universities with an age range of 18-25 years old, the following table contains a severe characteristics of the respondents such as gender, respondent domicile, and social media platforms used. 46 Table IV.1 Piloting Demographic (Author Data Processing, 2023) Profile 40 Percentage Gender Male 7 17.5% Female 33 82.5% Domicile DKI Jakarta 7 17.5% Banten 7 17.5% West Java 7 17.5% Central Java 4 10.0% DI Yogyakarta 2 5.0% East Java 7 17.5% Sumatra 3 7.5% Bali 2 5.0% Kalimantan 1 2.5% Platform used Instagram 38 95.0% Youtube 33 82.5% Tiktok 23 57.5% Twitter 23 57.5% Facebook 9 22.5% Based on the pilot data, we construe that the social media platform that is most used by respondents to receive information is Instagram, About 95% of respondents use the social media platform Instagram, followed by YouTube 82.5%, TikTok 57.5%, Twitter 57.5%, dan Facebook 22.5%. With average of frequency of used more than 3 hours per day. Therefore, in this study, the content that will be studied related to social marketing campaigns will be focused on the Instagram platform. 47 IV.2.2 Validity and Reliability of Piloting Table IV.2 shows the validity of the 25-item list of questions tested using SmartPLS3 all of the question items tested with AVE. Furthermore, the table below (Tabel IV.2) also provides AVE and Composite Reliability. Thus, we can consider this model valid and reliable based on Hair et al. (2014), with a minimum AVE value above 0.50 and composite reliability greater than 0.7, but 0.5 is still acceptable. Table IV.2 Average Variance Extracted (AVE) and Composite Reliability (CR) (Author Data Processing, 2023) Average Variance Extracted (AVE) Composite Reliability Discursive Layer 0.640 0.780 Technological Layer 0.588 0.809 Social Layer 0.696 0.902 Information Adoption 0.507 0.802 Health Behavior 0.604 0.855 Sharing Behavior 0.806 0.926 48 IV.3 Data Research Finding IV.3.1 Demographic Profile The following table contains severe characteristics of the respondents such as gender, age, occupation, and respondent domicile. Table IV.