Impact of Social Media Usage on Organisational Image Mediated by Customer Trust

fits with the factor loadings and other indices such as chi-square test, room mean square error of approximation and comparative fit index via statistical package ~ AMOS 22. According to Holmes-Smith et al. (2006), there are several fitness indexes in Confirmatory factor analysis that affected the fitness of the model to the data and suggested to use of at least on fitness index from each category of model fit.

Chi Square is a test which makes a statement about the nature of the distribution for the whole population (Moore, 2017). The P-values, as the smallest level of significance, was recorded as 0.00 in which the validity of the research data is confirmed. According to Lai (2019) Comparative Fit Index (CFI) defined as the discrepancy function adjusted for sample size which the larger value indicating better fit and a good model CFI should exceed 0.90. This research was considered to be a good fit model with the CFI result of 0.910. It was suggested by Schubert, Hagemann, Voss & Bergmann (2017) that Root Mean Square Error of Approximation (RMSEA) values less than 0.05 are good, value between 0.05 and 0.08 are moderate, values between 0.08 to 0.10 are marginal and value greater than 0.1 consider unacceptable, meanwhile according to Basit et al (2020), the RMSEA between 0.08 to 0.10 show the model is mediocre fit, hence, the model of this research is consider as acceptable model fit with RMSEA of 0.088. This is also a more parsimonious research which should have normed chi-squares index lesser than 5. This research have normed chisquare value of 2.032 (Basit et al, 2020). Overall the model fitness is achieved as illustrated in the table 7 below