Unstandardized Coefficients Standardized Coefficients Model Significance
B Std. Error B t Sig. F Sig. R Square
Hypothesis 1: Paid Ad on Pre-Consumption (Constant) 192.099 92.765 2.071 0.041 238.321 0.000** 66.70%
Paid Ad Dummy 3522.451 228.173 0.817 15.438 0.000
Hypothesis 1a: Paid Ad on Consumption (Constant) 14.089 12.071 1.167 0.245 143.698 0.000** 54.70%
Paid Ad Dummy 355.911 29.690 0.740 11.987 0.000
Hypothesis 2: Paid Ad on Contribution (Constant) 16.129 3.459 4.663 0.000 8.616 0.004** 6.80%
Paid Ad Dummy 24.971 8.507 0.260 2.935 0.004
Hypothesis 3: Paid Ad on Creation (Constant) 3.743 1.014 3.689 0.000 19.814 0.000** 14.30%
Paid Ad Dummy 11.107 2.495 0.378 4.451 0.000
Hypothesis 4: Paid Ad on Engagement (Constant) 226.059 102.059 21.284 0.000 172.704 0.000** 59.2%
Paid Ad Dummy 3914.441 253.144 0.817 15.563 0.000