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Instrument Development To Measure Message Strategy

Table 3: Factor Loading Value of Message Strategy

No Item Loading Factor AVE CR
MS1 .63 .612 .753
MS 2 .66
MS 3 .60
MS 4 .78
MS 5 .69
MS 6 .76
MS 7 .80
MS 8 .71
MS 9 .74
MS 10 .50
MS 11 .50
MS 12 .87
MS 13 .77
MS 14MS 15 .80.72
MS 16 .66
MS 17 .51
MS 18 .60
MS 19 .58
MS 20 .50
MS 21 .73
MS 22 .80
MS 20 .69
MS 21 .60
MS 22 .63
MS 23 .63
MS24 .66
MS 25 .54
MS 26 .74
MS 27 .65
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