Essentially, factor analysis is used for data reduction, i.e. a process to condense plentiful variables into a fewer number called as factor. For example, out of 26 attributes examined to measure students? attitudes, only several factors can be employed after applying the factor analysis. In this case, 4 variables become the main factor considered to influence the students? perception. The 4 variables are Cost, Image, Service Encounters, and Evidence of Services. The four variables are, then, to be investigated so that a picture concerning students? preference toward learning process transpires
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