THE INFLUENCE OF CELEBRITY ATHLETE ENDORSER, BRAND AWARENESS, BRAND ASSOCIATION, AND BRAND PERSONALITY TOWARD PURCHASE INTENTION
by: Gugun Wiguna NIM: 108081100001
INTERNATIONAL MANAGEMENT FACULTY OF ECONOMIC AND BUSINESS STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH JAKARTA 1434 H / 2013 M
THE INFLUENCE OF CELEBRITY ATHLETE ENDORSER, BRAND AWARENESS, BRAND ASSOCIATION, AND BRAND PERSONALITY TOWARD PURCHASE INTENTION
Undergraduate Thesis Submitted to Faculty of Economics and Business As Partial Fulfillment of the Requirements For Acquiring Bachelor Degree of Economics By: Gugun WIguna 108081100001
Under Supervision of:
Supervisor I Supervisor II
Prof. Dr. Margareth Gfrerer Cut Erika AF, SE, MBA
INTERNATIONAL MANAGEMENT FACULTY OF ECONOMIC AND BUSINESS STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH JAKARTA 1434 H / 2013 M
ENDORSEMENT SHEET COMPREHENSIVES EXAMS
Today is Friday, February 24, 2012 a comprehensive Examination has been conducted on student: 1. Name : Gugun Wiguna 2. Student Number : 108081100001 3. Department : Management 4. Thesis Title : THE INFLUENCE OF CELEBRITY ATHLETE ENDORSER, BRAND AWARENESS, BRAND ASSOCIATION, AND BRAND PERSONALITY TOWARD PURCHASE INTENTION After careful observation and attention to appearance and capabilities relevant for the comprehensive exam process, it was decided that the above student passed and given the opportunity to continue to thesis as one of the requirements to obtain a Bachelor of Economics in the Faculty of Economics and Business Syarif Hidayatullah State Islamic University Jakarta.
Jakarta, July 18, 2013
SHEET STATEMENT AUTHENTICITY SCIENTIFIC WORKS The person who signed below: Name : Gugun Wiguna Student Number : 108081100001 Faculty : Economic and Business Department : Management Hereby declare that; 1. Not use other people's ideas without being able to develop and accountable. 2. Do not do plagiarism of other people work manuscript. 3. Do not use other people work without mentioning original source or without the owner's permission. 4. Do not manipulate falsify the data. 5. Own work and able to work responsible for this work. If in the future there is a demand from the other side of my work, and have been accountably proved, was indeed found evidence that I have violated the above statement, and then I am ready to be sanctioned according to rules applicable in the Faculty Economic and Business Syarif Hidayatullah State Islamic University Jakarta.
Thus statement truly made with sincerely:
(Gugun Wiguna) CURRICULUM VITAE
Name : Gugun Wiguna
Place, Date of birth : Kuningan, October 27th 1990
Gender : Male
Religion : Islam
Nation : Indonesian
Address : Jl. Bulak Raya 3 rt.004 rw.002 Kel. Cempaka Putih
Kec. Ciputat Timur Kota.Tangerang Selatan
Phone : 087782832332
Educational Background
1. 02 State Elementary School, Lebak Wangi (1996-2002)
2. Al-Islam Islamic Junior High School, Ciamis (2002- 2005)
3. 03 State Islamic Senior High School, Ciamis (2005-2008)
4. Islamic State University of Syarif Hidayatullah Jakarta (2008-2013)
Jakarta, July 2013
(Gugun Wiguna)
i ABSTRACT
This research aims to determine the effect simultaneously and partially from the celebrity athlete endorser, brand awareness, brand association, and brand personality towards purchase intention of Isotonic drink of Pocari Sweat. The content analysis is used to analyses the terms and the subsequent understanding about celebrity athlete endorser, brand awareness, brand association, brand personality, and purchase intention by detail. The literature review intends to elaborate the roles of celebrity athlete endorser, brand awareness, brand association, and brand personality towards purchase intention of isotonic drink of Pocari Sweat. Previous research findings indicate that there are positive and negative relationships between celebrity athlete endorser, brand awareness, brand association, and brand personality to the purchase intention. The methodology applied in this elaboration is the multiple linear regression method. This result of this research shows that there is simultaneously influence among celebrity athlete endorser, brand awareness, brand association, and brand personality towards consumer’s purchase intention.
Keywords: Celebrity athlete endorser, brand awareness, brand association, brand personality, purchase intention
ii ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial dari atlet selebriti pendukung, kesadaran merek, asosiasi merek, dan kepribadian merek terhadap niat beli minuman isotonik Pocari Sweat. Analisis isi digunakan untuk menganalisis persyaratan dan pemahaman berikutnya tentang atlet selebriti pendukung, kesadaran merek, asosiasi merek, kepribadian merek, dan niat pembelian secara detail. Tinjauan pustaka bermaksud untuk menguraikan peran atlet selebriti pendukung, kesadaran merek, asosiasi merek, dan kepribadian merek terhadap niat pembelian minuman isotonik Pocari Sweat. Temuan penelitian sebelumnya menunjukkan bahwa terdapat hubungan positif dan negatif antara atlet selebriti pendukung, kesadaran merek, asosiasi merek, dan kepribadian merek terhadap niat beli. Metodologi yang digunakan dalam pengembangan ini adalah metode regresi linier berganda. Hasil penelitian ini menunjukkan bahwa ada pengaruh secara simultan antara atlet selebriti pendukung, kesadaran merek, asosiasi merek, dan kepribadian merek terhadap niat beli konsumen .
Kata kunci: Atlet selebriti pendukung, Kesadaran merek, asosiasi merek , kepribadian merek, niat beli
iii PREFACE
All praise to Allah SWT as the Hearer, the Seer and above all an abundance of grace, Taufiq, as well as his guidance. So, because Allah SWT I can finish this research on time. Shalawat always gives to the Prophet of Muhammad SAW and all his family and friends who always helped him in establishing Dinullah in this earth. With the strength, intelligence, patience, and strong desire from Allah SWT, I am able to finish this thesis as graduation pre requirement for bachelor degree. I believe there is an invisible hand that helped me going through this process. My special thank for my Mom, Emi, who has been helping and support me to finish the thesis. You are the embodiment of angels in human form. So, I want to make you always smile because your smile can make me calm in any situations. You always pray and falling your tears, you prayed only for the pleasure your family and your daughters. Thank you mom. I also would like to extend my gratitude to my father, Oman who has been helping and praying for me. I believe I am nothing without each one of you who has helped me in finishing this thesis. Thus, in this very special moment, let me say many thanks to all of them who have been helping me the process of this thesis, including: 1. Prof.Dr. H. Abdul Hamid, MS as Dean of the Faculty of Economics and Business who helped me in completing this thesis and received Bachelor Degree. 1. M. Arief Mufraeni, Lc.,Msi as Head of International Program. 2. Ahmad Dumyathi Bashori, MA as Secretary of International program. 3. Prof. Dr. Margareth Gferer as my first thesis supervisor. You are my mentor who has provided direction and guided me, shared your knowledge to me, and thank you for your time.
iv 4. Cut Erika Af, MBA, my second thesis supervisor who has provided direction, guidance, and thank you for your time and your helps. So I can finish this thesis. 5. All Lecturers who have taught patiently, may what they have given are recorded in Allah SWT almighty and all staffs UIN Jakarta, especially for lecturers and staffs of UIN Syarif Hidayatullah faculty economics and business. 6. Wonders of the Al-Quran nul qariim and As-Sunnah that has become the light in this life. 7. Special thanks to Keluarga Besar Mahasiswa Galuh Jaya (JABODETABEK), Mr Ahmad Muawam,M.Si, Mr Asep Nurwanda,M.Si, Mr Jajang Rofik Nurdin,S.SI.,SE.I, Mr Samsuludin Az-Zaky,MA.Si, Mr Ramdhani Miftah,M.Pd, Mr Irfan Hielmy,M.Pd, Mr Asep Sunandar, S.Sos.I, Mr. Junaedi Abdullah, Mr Rahman Suherman,S.Si, Mr Ajat Sudrajat,S.Sos, Mr Aris Saeful, SE, Mr Kaka Hanifa,S.Sos, Mr Sabilil Muttaqien,SH.i, Mr Ahmad Ahidin,S.Pd, Mr Suryamin, Mr Mustafid, Mr Ilyas Kartawijaya,S.HI, Mr Ujang Sudrajat,S.Pd.I, Mr Gufron,SE.I, Mr Asep Idris, Mr Zaki Khoeruman, Mr Imam Rifi’i, Mr Asep Permana, Mrs Irma Nurfauziah, Mrs Fitri Nurfaozah, Mrs Susi Sumarni, Coordinator of District of Bogor (IPB), Bekasi (UNISMA), and Depok (UI). Thank you so much to all of you, all of you becoming my second family in my life. 8. All of my friends in international program batch 2008. Mahmud, Fitroh (Fitoy), Arief (Afyw), Ryan (Ipul), Eko Fajrin, Vivin, Mia, Shita, Royan, Angga, Abhi, Berliansyah, Rizki, Ripa, Shinta, Lucky, Novita, Farah, Grevi, Dini, Devi who already help me and support me in finishing this thesis. More than 4 years we are became classmates, we have been through together with different characters. Destiny guided us to becoming best friends ever. Thanks for your prayers and forward your ways. Bunch of love for you guys. 9. Seniors and juniors of regular, non-regular and international program in my faculty, other faculties, and pascasarjana school. Thank you so much
v for your great supports. 10. Special thanks to Fitroh, Royan, Afyw and Mahmud "Thank you brothers, you have taught about the statistics and thanks for share your knowledge about thesis. May Allah blessing you in all rest of your life. 11. Special thanks to Ai Leni Wahyuni as my beloved wife, you always support me as long as I studied in UIN JKT until I finish my thesis, I Love You. 12. Kuningan family, Ciamis family and Bandung family. 13. Seniors and juniors Prodi int'l management and accounting. Thank you brother and sister who have prayed and give me spirit. I realize this thesis is still far from perfection, thus suggestions and constructive criticism from all parties are welcome in order to improve my thesis. Finally, only Allah SWT will return all and I hope this thesis will be useful to all parties, especially for writers and readers in general, may Allah bless us and recorded as the worship of Allah’s hand. Aamiin. Wassalammualaikum Wr.Wb
Jakarta, July 2013
Gugun Wiguna
vi BRIEF CONTENT
AUTOBIOGRAPHY ...... i ABSTRACT ...... ii PREFACE ...... iii BRIEF OF CONTENT ...... vi BRIEF OF TABLE ...... x BRIEF OF FIGURE ...... xiv
CHAPTER I INTRODUCTION A. Research Background ...... 1 B. Research Question ...... 7 C. Objectives and Outputs of Research ...... 7
CHAPTER II LITERATURE REVIEW A. Theory Development ...... 10 1. Advertising ...... 10 2. Celebrity Endorser ...... 11 a. The Role of Celebrity Endorser ...... 12 b. Evaluating Advertising Effectiveness ...... 15 3. Brand ...... 16 a. Benefit of Brand ...... 17 4. Brand Awareness ...... 19 a. The Role of Brand Awareness ...... 19 b. The Level of Brand Awareness ...... 20 5. Brand Association ...... 22 a. The Approach of Brand Association ...... 22 6. Brand Personality ...... 23 a. The Dimension of Brand Personality ...... 24 7. Purchase Intention ...... 26 a. Need Recognition ...... 28 b. Information Search ...... 28
vii c. Evaluation of Alternatives ...... 28 d. Purchase Intention ...... 29 e. Purchase Decision ...... 29 f. Post Purchase Behavior ...... 29 8. Summary of Literature Review ...... 31 B. Previous Research ...... 33 1. The Evaluation of Findings ...... 37 C. Conceptual Framework ...... 38 D. Research Hypothesis ...... 39
CHAPTER III RESEARCH METHODOLOGY A. Scope of Research ...... 43 B. Method of Sampling ...... 43 1. Population ...... 43 2. Sample ...... 44 C. Kind of Data and Data Collection Method ...... 45 1. Kind of Data ...... 45 a. Primary Data ...... 45 b. Secondary Data ...... 45 2. Data Collection Method ...... 46 a. Questionnaire ...... 46 b. Literature Study ...... 48 D. Likert Scale ...... 48 E. Data Analysis Method ...... 49 1. Validity and Reliability Test ...... 49 a. Validity ...... 49 b. Reliability ...... 50 2. Descriptive Statistics ...... 52 3. Classical Assumption ...... 52 a. Normality Test ...... 52 b. Multicolinearity Test ...... 53
viii c. Heteroscedasticity Test ...... 54 4. Multiple Linear Regression ...... 55 a. The Coefficient of Determination Test (R2)...... 56 b. Hypothesis Testing for F test (Simultaneous Test) 57 c. Hypothesis test for t-test (Partial Test)...... 58 F. Operational Variable Research ...... 59 1. Operational Variable ...... 59 a. Independent Variable ...... 59 b. Dependent Variable ...... 59 G. Table of Research Variable Operational ...... 60
CHAPTER IV ANALYSIS A. Company Profile ...... 64 1. History of PT. Amerta Indah Otsuka ...... 64 a. History of Pocari Sweat in Indonesia ...... 64 b. Vision and Mission ...... 65 2. General Description of Respondents ...... 66 a. General Description or Respondents by Age ..... 66 b. General Description of Respondents by Sex ...... 67 c. General Description of Respondents by Income Per Month ...... 67 B. Analysis and Discussion ...... 68 1. Validity and Reliability test ...... 68 a. Validity Test ...... 68 b. Reliability Test ...... 72 2. Descriptive Analysis ...... 74 a. Questionnaire of Brand Awareness ...... 74 b. Questionnaire of Celebrity Athlete Endorser .... 76 c. Questionnaire of Brand Awareness ...... 82 d. Questionnaire of Brand Association ...... 84 e. Questionnaire of Brand Personality ...... 88
ix f. Questionnaire of Purchase Intention ...... 95 3. Classical Assumption Test ...... 101 a. Multicolinearity Test ...... 101 b. Heteroscesdastisity Test ...... 102 c. Normality Test ...... 104 4. Multiple Linear Regression ...... 106 a. Coefficient Determination (R2) ...... 106 b. F Test ...... 106 c. T Test ...... 107
CHAPTER V CONCLUSIONS, IMPLICATIONS, AND RECCOMENDATIONS A. Conclusions ...... 112 B. Implication ...... 113 C. Recommendations ...... 115
REFERENCE
x BRIEF OF TABLE
No Explanation Page 3.1 Likert Scale ...... 49 3.2 Reliability Instrument Scale ...... 52 3.3 Research Variable Operational ...... 60 4.1 Age ...... 66 4.2 Sex ...... 67 4.3 Income Per Month ...... 67 4.4 Validity Test: Celebrity Athlete Endorser ...... 69 4.5 Validity Test: Brand Awareness ...... 69 4.6 Validity Test: Brand Association ...... 70 4.7 Validity Test: Brand Personality ...... 70 4.8 Validity Test: Purchase Intention (Y) ...... 71
4.9 Reliability of Celebrity Athlete Endorser (X1) ...... 72
4.10 Reliability of Brand Awareness (X2) ...... 73
4.11 Reliability of Brand Association (X3) ...... 73
4.12 Reliability of Brand Personality (X4) ...... 73 4.13 Reliability of Purchase Intention (Y) ...... 74 4.14 Please mention brand of isotonic drink advertised by Irfan Bachdim that you know and sold in the market? ...... 74 4.15 Do you know the brand of Pocari Sweat isotonic drink? ...... 75 4.16 Where did you get to know Pocari Sweat? ...... 75 4.17 Irfan Bachdim is the role model of Pocari Sweat with an honest personality...... 76 4.18 Irfan Bachdim is the role model of Pocari Sweat with a high integrity .... 76 4.19 Irfan Bachdim is the role model of Pocari Sweat with a good knowledge on how to endorse the product ...... 77 4.20 Irfan Bachdim is the role model of Pocari Sweat with many experiences to perform creative advertising ...... 77 4.21 Irfan Bachdim is the role model of Pocari Sweat with a good
xi communication skill to endorse the product ...... 78 4.22 Irfan Bachdim is the role model of Pocari Sweat with a good physical performance ...... 78 4.23 Irfan Bachdim is the role model of Pocari Sweat with a good personality 79 4.24 Irfan Bachdim is the role model of Pocari Sweat with an interesting lifestyle ...... 79 4.25 Irfan Bachdim is the role model of Pocari Sweat with a good achievement in the world of celebrity athletes (Soccer) ...... 80 4.26 The Pocari Sweat ads endorsed by Irfan Bachdim is suitable for all genders of the Pocari Sweat segment ...... 80 4.27 The Pocari Sweat ads endorsed by Irfan Bachdim is suitable for all ages of consumers of Pocari Sweat...... 81 4.28 Irfan Bachdim is the role model of Pocari Sweat with a simple and elegant lifestyle, sufficient lifestyle of required Pocari Sweat’s role model ...... 81 4.29 Pocari Sweat is the main brand among the various isotonic drinks?...... 82 4.30 Consumers are able to recall the brand of isotonic drinks without seeing Pocari Sweat brand (logo/symbol) ...... 82 4.31 Consumers can easily recognizing the brand after seeing Pocari Sweat brand ...... 83 4.32 Pocari Sweat is an unknown isotonic drink ...... 83 4.33 Pocari Sweat is a famous brand ...... 84 4.34 Pocari Sweat has an attractive packaging ...... 84 4.35 Pocari Sweat has a good image ...... 85 4.36 Pocari Sweat is able to replace the body fluids lost through sports / stressful activities...... 85 4.37 Pocari Sweat is able to restore the physical power ...... 86 4.38 Pocari Sweat is able to prevent the body from dehydration ...... 86 4.39 Active people consume Pocari Sweat ...... 87 4.40 Pocari Sweat is consumed by sport people ...... 87 4.41 Pocari Sweat is able to out-perform its competitors ...... 88
xii 4.42 Based on your opinion, the brand personality of Pocari Sweat is honest .. 88 4.43 Based on your opinion, the brand personality of Pocari Sweat is humble 89 4.44 Based on your opinion, the brand personality of Pocari Sweat is wholesome (carries oxygen and nutrients) ...... 89 4.45 Based on your opinion, the brand personality of Pocari Sweat is modest. 90 4.46 Based on your opinion, the brand personality of Pocari Sweat is exciting 90 4.47 Based on your opinion, the brand personality of Pocari Sweat is energetic ...... 91 4.48 Based on your opinion, the brand personality of Pocari Sweat is unique . 91 4.49 Based on your opinion, the brand personality of Pocari Sweat is secure .. 92 4.50 Based on your opinion, the brand personality of Pocari Sweat is pleasing 92 4.51 Based on your opinion, the brand personality of Pocari Sweat is reliable 93 4.52 Based on your opinion, the brand personality of Pocari Sweat is fresh .... 93 4.53 Based on your opinion, the brand personality of Pocari Sweat is outdoorsy ...... 94 4.54 Based on your opinion, the brand personality of Pocari Sweat is tough ... 94 4.55 Buy Pocari Sweat products because of a need ...... 95 4.56 Your buying decisions towards Pocari Sweat rely on recommendation from Media ...... 95 4.57 Your buying decisions towards Pocari Sweat rely on recommendation from family ...... 96 4.58 Make a consideration about the product benefit before making a buying decision towards Pocari Sweat ...... 96 4.59 Make a consideration about the product benefit with other brands of isotonic drinks before making a buying decision towards Pocari Sweat .. 97 4.60 Make frequently buy Pocari Sweat ...... 97 4.61 Make an intend to buy Pocari Sweat more often ...... 98 4.62 Asking for a recommendation from others in the buying decision of Pocari Sweat ...... 98 4.63 Make buying decisions towards Pocari Sweat because of your trust in Pocari Sweat ...... 99
xiii 4.64 Be very careful in making buying decisions ...... 99 4.65 Pocari Sweat is appropriate for your needs ...... 100 4.66 Feeling satisfied with the buying decision towards Pocari Sweat ...... 100 4.67 Multicolinearity ...... 101 4.68 Glejser Test ...... 103 4.69 Coefficient Determination ...... 106 4.70 F Test ...... 106 4.71 T Test ...... 107
xiv BRIEF OF FIGURE
No Explanation Page 2.1 Elements in The Communication Process ...... 16 2.2 The Values of Brand Awareness ...... 20 2.3 Pyramid of Brand Awareness ...... 21 2.4 Five Brand Personality Traits ...... 25 2.5 Six Stages of The Buyer Decision Process ...... 27 2.6 Conceptual Framework Scheme ...... 38 3.1 Questionnaire Design Process ...... 47 4.1 Heteroscedastisity Test ...... 102 4.2 Normality Test Result ...... 104 4.3 Chart ...... 105
xv CHAPTER I
INTRODUCTION
A. Research Background
Economic growth in Indonesia has increased sharply which
encourages intense competition arising in the business world. It can be seen by
the increasing number of companies that produce either goods or services, this
led to competition in the business world. This is in line with GDP theory
saying that economic grothw measured in terms of an increase in the size of a
nation’s economy. GDP generally is defined as the market value of the goods
and services produced by a country (2010:Quickmba.com).
Encountering a tight business competition, companies must respond to
consumer desires. Companies must be able to communicate their products
appropriately. Companies need to provide the information about their products
well to consumers so that consumers know the product. Marketing strategies
that can be conducted by companies are following a promotion mix, which
provides information to consumers, such as television advertising that use
athletes as celebrity endorsers to affect the consumers and then intend to
purchase. Therefore, the promotion tool of marketing communications, such
as advertising, is effective to influence prospective buyers and customers,
targetted by the company (Vaidyanathan, 2013:www.acrwebsite.org).
In view of the current development of the advertising world, the most
widely used endorser by advertisers is celebrities. This is caused by attributes
1 addressed to the celebrities, such as beauty, talent, power, sexual appeal, courage, elegance, skill, and athleticsm, which usually makes the product endorsed by the celebrities to be more attractive and gives a strong character
(Stapleton, 2012:openpolicyontario.pbworks.com).
Role of celebrities as endorsers in an ad, assessed can influence consumers to buy products. Celebrities serve as a source of messages or advertising model to communicate the product being advertised properly, so that consumer awareness for the product is raised to the stage to make a purchase (Anne, 2010:www.itc.polyu.edu.hk).
By choosing the endorser from celebrities because celebrities are assumed more credible than non-celebrity, physical appearance and character of nonphysical of celebrities make it more attractive and preferred by consumers, as well as performance, image, and celebrity popularity able to more attract attention of the target consumers so that it can influence their perceptions to make decisions in their purchases. According to Shimp quoted by Eka and Jony (2011:105), Celebrity endorsers (actors, entertainers, or athletes) are known to the public due to their achievements act as people talking about a product they appreciate affects consumer attitudes and behavior.
Through the using of celebrity endorsers, marketers can do differentiation with competitors' products on the market. Basis of this distinction is important because it will be used by consumers to choose from a wide range of products offered by manufacturers (2013:www.mercusuar.info).
2 However, the brand as such has an important role for the company, because the brand is one of the important assets that must be kept. Companies try to maintain a good brand so that consumers know and remember.
To know more about a product than with the brand and to provide or even improve the function of the brand then it is necessary to embed brand awareness or brand presence in the minds of consumers, in order to distinguish a product from competitor’s product. With the presence of the brand in the minds of consumers, consumers will understand about the brand
(Ericsson, 2013:www.iei.liu.se).
According to Keller (2008:51) brand awareness is related to the strength of the brand node or trace in memory, which we can measure as the consumer’s ability to identify the brand under different conditions.
According to Keller (2008:54), brand awareness consists of brand recognition and brand recall performance. Brand recognition is consumer’s ability to confirm prior exposure to the brand when given the brand as a cue.
Therefore, brand recall is consumer’s ability to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or a purchase or usage situation as a cue.
Through the use of the celebrity athlete endorsers, marketers can do as well as a differentiator with competitors' products on the market. Base the distinction is one of the values of the brand association. An association could provide an important foundation for business differentiation. Brand associations can play an important role in distinguishing one brand from
3 another brand. According to Rangkuti (2004:44), brand association is one way to create a value for the company and its customers, because the brand assosciation can help the process of preparing information to differentiate one brand from another brand.
Brand association is also able to associate a brand through brand personality. According to Rangkuti (2004:43), brand personality is originated from a collection of brand association formed in the minds of consumers, consumers who are accustomed to using certain brands tend to have a consistency of brand image, or it is also called the brand personality.
Strong brands will get prime positions in consumers’ appreciation for products, when companies communicate the values of their products effectively and efficiently.
In Journal of Business Strategy and Execution, Eka and Jony
(2011:108). According to Anoraga (2000), purchase intention is a process of decision making by consumers prior to purchase of the holding of products offered or needed by consumers and Assael (2002) defines as the tendency of consumers to buy a brand or to take action associated with the purchase which is measured by the consumer makes purchase likelihood.
Intention behavior explains about people's beliefs about what consumers are meant to do something in certain situations. Some researchers proved that high product quality has a positive effect with consumers’ behavioral intentions. There is a strong relationship between the quality of
4 products with behavioral intentions and recommendations related to something on someone else.
In 2011, Pocari Sweat held Futsal championship in 10 cities in
Indonesia that involving 16 senior high school in each city to give greater opportunities to the young generation of Indonesia for their talents in sports and achievement with Pocari Sweat. Therefore, Pocari Sweat understand that sport is one of the most popular types of activities young people, as evidenced by the high enthusiasm of youth who participated in the Pocari Sweat Futsal
Championship in 2011 (Suhendar, 2012:http://infogaya-sport.blogspot.com).
As a continuation of an ongoing commitment to educate the public about the importance of body fluids, Pocari Sweat took Irfan Bachdim to inspire the public about healthy lifestyle by maintaining the balance of body fluids to be able to activity well and achivement (2012:www.aio.co.id)
Therefore, Irfan Bachdim is one of Indonesia's talented young athletes that expected able to become a good celebrity athlete endorser to influence consumer behavior. With the holding of Pocari Sweat Futsal Championship will provide education and awareness to the public of the importance of health and give a good impression that will form the brand association for Pocari
Sweat. So, brand associations are formed through brand personality, then
Pocari Sweat product as an isotonic drink products expected to affect consumers purchase intention with build the same product to the consumers themselves.
5 According to Shimp in Eka and Jony (2011:108) revealed that celebrity endorser is an individual either it actors, artists and athletes are known to the public because of his achievements in the field and used to convey advertising messages that are meant to attract the attention of consumers that affect the target. So, the fluctuations in product sales are influenced by celebrities who became their endorser. But in the other cases, it was happened in the case of Kuku Bima products where Chris John as a celebrity athlete endorser has no effect on purchase intentions of Kuku Bima products (Eka and Jony, 2011:115). Therefore, researchers are encouraged to conduct an evaluation of the product of Pocari Sweat, whether Irfan Bachdim as a celebrity athlete endorser used Pocari Sweat has an influence on purchase intentions or going through the same thing as Kuku Bima which uses Chris
John as the athlete endorser at the time.
Consumers will be examined in this study were students studying at universities in Ciputat, lived in South Tangerang, the age under 19 years, between 19-25 years, and over 25 years, and with the characteristics of consumers who ever consume and know Pocari Sweat ad in television version
Irfan Bachdim. The selections of students as the sample object of the study because the student is a broad-minded community and open to information and sufficient knowledge to assess the products they consume.
For that researchers interested in studying about “The Influence of
Celebrity Athlete Endorsers, Brand Awareness, Brand Association, and
Brand Personality towards Consumer’s Purchase Intention on Pocari
6 Sweat”, which is the study of Pocari Sweat ads by Irfan Bachdim. Will this
affect the purchase intentions? Then consumer’s purchase intention will be
influenced by the celebrity endorser, brand awareness, brand association, and
brand personality are offered to consumers in the ad.
B. Research Questions
Based on the background described above, then formulated the
problem to be investigated as follows:
1. Is there any influence of celebrity athlete endorser toward consumer’s
purchase intention of Pocari Sweat?
2. Is there any influence of brand awareness toward consumer’s purchase
intention of Pocari Sweat?
3. Is there any influence of brand association toward consumer’s purchase
intention of Pocari Sweat?
4. Is there any influence of brand personality toward consumer’s purchase
intention of Pocari Sweat?
5. Is there any influence of celebrity athlete endorser, brand awareness, brand
association, and brand personality toward consumer’s purchase intention
of Pocari Sweat?
C. Objectives and Outputs of Research
1. Research Objectives
Based on the background and problem formulation above, the
7 purpose of this study are as follows:
a. To analyze the influence of celebrity athlete endorser toward
consumer’s purchase intention of Pocari Sweat.
b. To analyze the influence of brand awareness toward consumer’s
purchase intention of Pocari Sweat.
c. To analyze the influence of brand association toward consumer’s
purchase intention of Pocari Sweat?
d. To analyze the influence of brand personality toward consumer’s
purchase intention of Pocari Sweat?
e. To analyze the influence of celebrity athlete endorser, brand
awareness, brand association, and brand personality toward
consumer’s purchase intention of Pocari Sweat?
2. Research Outputs
Based on the above research goals, then the benefits expected from
the results of this study are:
a. Increasing the theoretical knowledge and broaden horizons for the
author to study directly and evaluate the effect of celebrity endorsers
and brand awareness towards purchase intention in Pocari Sweat Ads.
b. Provide an overview for marketers to create more effective advertising
messages by using celebrities for consumers.
c. Become a suggestion to Otsuka Pharmaceutical Co., Ltd. for the
improvement activities in selecting celebrity endorser advertising and
brand awareness to increase consumer purchase intention in the
8 market. d. As consideration for consumers in Ciputat area in order to more clearly
see and understand in making a purchase of a product. e. As reference material for further research.
9 CHAPTER II
LITERATURE REVIEW
A. Theory Development
1. Advertising
In the business world, marketing is a way to set processes for
creating, communicating, and delivering products offered by companies to
consumers. How can their products are sold in the market and whether
these products are accepted by consumers.
Advertising is part of a marketing mix. In other words, advertising
is defined as a message that offers the products aimed to the public
through mass media. However, to distinguish it from regular
announcements, advertising is more directed to persuade people to buy, as
said by Jefkins quoted by Kotler (2006:427):
“Advertising aims to persuade people to buy”.
According to Kotler and Amstrong (2006:427), advertising is any
paid form of non-personal presentation and promotion of ideas, goods, or
services by an identified sponsor.
Advertising is a paid, mediated form of communication from an
identifiable source, designed to persuade the receiver to take some action,
now or in the future. (Zinkhan, 2010:182)
The integrated marketing communication refers to advertising and
promoting, George E. Belch and Michael A. Belch (2003:13) said that
10 advertising and promotions are an integral part of our social and economic
systems. The ability of advertising and other promotional methods to
deliver carefully prepared messages to target audiences has brought
advertising and promotion to a major role within the marketing strategies
of organizations.
2. Celebrity Endorser
Coulson and Kasali (2008:173) give priority based on the results of
research below:
The Celebrity endorser is attractive and popular can add products
confidence, which in turn is able to "force" the target audience to buy and
an advertising model used should match the advertised product. For
example the famous and beautiful movie artist would make a great
celebrity endorser of shampoos, soaps, or cosmetics. If there is a mismatch
in the election of celebrity endorser, advertising messages may be rejected.
Celebrity endorsers refer to individuals who have achieved some
form of celebrity status such as movie start, entertainers, athletes,
politician or some other well-known public figure. (George E. Belch and
Michael A. Belch, 2001:172)
According to Shimp quoted by Eka and Jony (2011:105), Celebrity
endorsers which refer to a character (actor, entertainer, or athlete) are
known to the public because his achievements and act as people who talk
about the product, which can ultimately affect consumer attitudes and
behavior that points to the product they support.
11 According to Media Trust (www.mediatrust.com), celebrities can
add unique value for companies such as the following:
1) Increase / enhance the company's sponsorships and contributions.
2) Attract new viewers or audiences.
3) Increase revenues with sponsorships and corporate contributions.
4) Provide involvement and lots of opinion from the consumers.
5) Contribute to public perception of the position of a company.
6) Restructure advertising campaign in the long run.
7) Increase or improve a company profile.
a. The Role of Celebrity Endorser
According to Shimp (2010:250) in Integrated Marketing
Communication in Advertising and Promotion, the role of celebrity
endorsers in advertising, is seen as:
1) Endorser Attributes: The TEARS Model
In determining the celebrity attributes then advertising
executive should ensure celebrities’ effectiveness as endorsers. The
TEARS model identified five attributes that were grouped under the
two general components of celebrity and attractiveness.
Extensive research has demonstrated that two general
attributes, credibility and attractiveness, contribute to an endorser’s
effectiveness, and that each consists of more distinct sub attributes
(Pereira and Warren, 2010 in “The Wall Street Journal Online, March
12 15, 2004). And then Shimp (2010:251) mentions that there are some characteristics of endorsers and summarizes those in to five discrete attributes: trustworthiness, and expertise are two dimensions of credibility, where as physical attractiveness, respect, and similarity (to the target audience) is components of the general concept of attractiveness. These could be seen from the explanation below: a) Credibility: The Process of Internationalization
Credibility could be interpreted to the tendency to believe
or trust someone. When an information source, such as an endorser,
is perceived as credible, audience attitudes are changed through a
psychological process called internationalization.
Internationalization occurs when the receiver accept the endorser’s
position on the issue as his or her own. An internalized attitude
tends to be maintained even if the source of the message is
forgotten or if the source switches to a different position (Stephanie
Thompson, 2004:62). b) Attractiveness: The Process of Identification
The second general attribute that contributes to endorser
effectiveness is attractiveness, which means more than simply
physical attractiveness––although that can be a very important
attribute––and includes any number of virtuous characteristics that
consumers may perceive in an endorser: intellectual skills,
personality properties, lifestyle characteristics, athletic prowess,
and so on. When consumers find something in an endorser that
13 they consider attractive, persuasion occurs through identification.
That is, when consumers perceive a celebrity endorser to be attractive, they identify with the endorser and are likely to adopt the endorser’s attitudes, behaviors, or preferences.
Shimp (2010:252) in Advertising and Promotion also describes that common concepts from attributes influencing the effectiveness of celebrity endorsers, have an indicator that represents the dimension explained above. According to Shimp
(2010:252) Endorsers’ effectiveness is determined by the following:
(1) Credibility
(a) Trustworthiness
Trustworthiness, the T in the TEARS model refers to the
honestly, integrity, and believability of a source.
(b) Expertise
The E component of the TEARS model––Expertise refers
to the knowledge, experience, or skills proposed by an
endorser as they relate to the endorsed brand.
(2) Attractiveness
(a) Physical attractiveness
The A component in the TEARS model––is a key
consideration in many endorsement relationships.
Advertising agents and their brand management clients
often select highly attractive celebrities to endorse products.
14 (b) Respect
The R in the TEARS model––Respect represents the quality
of being admired or even esteemed due to one’s personal
qualities and accomplishments.
(c) Similarity
The S in the TEARS model, represents the degree to which
an endorser matches in audience in terms of characteristics
pertinent to the endorsement relationship––age, gender,
ethnicity, and so on.
b. Evaluating Advertising Effectiveness
To communicate effectively, marketers need to understand how
communication works. According to Kotler and Armstrong (2006:405),
the elements in the communication process, which make the
communication effective, are the following:
15 Figure 2.1
Elements in The Communication Process
Sender Encoding Message Decoding Receiver Media
Noise
Feedback Response
Source: Kotler and Armstrong, Principle of Marketing, eleventh edition, 2006:405
Kotler and Amstrong (2006:405) present this model to explain the
main factors in communicating effectiveness. For a message to be
effective, the sender’s encoding process must mesh with the receiver’s
decoding process. Thus, the best messages consist of words and other
symbols that are familiar to the receiver.
This model points out several key factors in the communication such
as senders and audiences and their ability to encode and decode messages
(Kotler and Armstrong, 2006:406).
3. Brand
A brand is name, sign, symbol, or design, or a combination of these,
that identifies the maker or seller of a product or service (Kotler and
16 Amstrong, 2006:229).
Brand is a set of perceptions and images that represent a company, product or service. While many people refer to a brand as a logo, tagline or audio jingle, a brand is actually much larger. A brand is the essence or promise of what will be delivered or experienced (Hilton,
2012:www.persuasivebrands.com).
The American Marketing Association (AMA) defines a brand as a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.
A brand can take many forms, including a name, sign, symbol, color combination or slogan. For example, Coca Cola is the name of a brand make by a particular company (Oxford University,
2012:www.oxfordlanguagedictionaries.com). a. Benefit of Brand
According to Marcia Yudkin (2012:www.namedatlast.com)
branding is the process of creating distinctive and durable perceptions in
the minds of consumers. A brand is a persistent, unique business identity
intertwined with associations of personality, quality, origin, liking and
more.
The five benefits of a brand, are listed as recognition and loyalty, image of size, image of quality, image of experience and reliability, multiple products as the following (Paul Christ, 2012:www.brandxpress.net):
17 1) Recognition and Loyalty
A strong brand name and logo/image helps to keep your company
image in the mind of potential customers.
If customers are happy with certain products or services, a brand helps
to build customer loyalty across your business.
2) Image of Size
A strong brand will project an image of a large and established
business to potential customers.
A strong brand projects an image of quality to a business that shows
quality and value.
3) Image of Experience and Reliability
A strong brand creates an image of an established business that has
been around for long enough to become well known.
4) Multiple Products
A strong brand allows linking several different products or ranges.
The advantages of a strong brand are seen in the following (Paul
Christ, 2012:www.knowthis.com):
1) Brands provide multiple sensory stimuli to enhance customer
recognition.
2) Customers who are frequent and enthusiastic purchasers of a particular
brand are likely to become Brand Loyal.
3) Well-developed and promoted brands make product-positioning efforts
more effective.
18 4) Firms that establish a successful brand can extend the brand by adding
new products under the same “family” brand.
5) Strong brands can lead to financial advantages through the concept of
brand equity in which the brand itself becomes valuable.
4. Brand Awareness
Brand awareness, according to Shimp (2010:37) it is an issue of
whether a brand name comes to mind when consumers think about a particular
product category and the ease with which the name is evoked.
Brand awareness is the ability of consumers to recognize or recall that
a brand is a member of certain product category (Tjiptono, 2011:97).
According to Keller (2008:51) brand awareness is related to the
strength of the brand node or trace in memory, which we can measure as the
consumer’s ability to identify the brand under different conditions.
According to Keller (2008:54), brand awareness consists of brand
recognition and brand recall performance. Brand recognition is consumer’s
ability to confirm prior exposure to the brand when given the brand as a cue.
Therefore, a brand recall is consumer’s ability to retrieve the brand from
memory when given the product category, the needs fulfilled by the category,
or a purchase or usage situation as a cue.
a. The Role of Brand Awareness
The role of brand awareness in helping the brand can be
understood by examining how brand awareness can create a value
(Durianto, 2004:7). The following is a chart of the role of brand awareness
19 Figure 2.2
The Values of brand Awareness
Brand awareness becomes other association
Familiar
Brand Awareness Substances or Commitment
Considering brand
Source: Durianto dkk., (2004:7) Brand Equity Ten: Strategy to lead the market
The explanations of those values are as follows:
1) Brand awareness becomes other association
2) Familiarity
3) Substance signals the presence, commitment and the core is very
important for a company.
4) Consideration of value
(Durianto, 2004:8-9)
b. The Level of Brand Awareness
Brand awareness has several levels of the lowest levels that are
called unaware of brand until the highest level is top of mind; it could be
illustrated in the pyramid (Durianto, 2004:7). Pyramid of brand awareness
from low to highest level, as follows:
20 Figure 2.3
Pyramid of Brand Awareness
Top of Mind
Brand Recall
Brand Recognition
Unaware of Brand
Source: David A. Aaker (1997:97) in Durianto dkk., 2004:7) Brand Equity Management: Harnessing the Value of A Brand.
1) Unaware of Brand
Lowest level in the pyramid of brand awareness in which consumers
are not aware of a brand.
2) Brand Recognition
The minimum level of brand awareness, where the introduction of a
brand appears again after the recall through the aid, that is called aided
call.
3) Brand recall
Recall of brand without the aid or unaided recall.
4) Top of Mind
Brand was first mentioned by consumers or which first appeared in the
minds of consumers, or the brand is the main brand of the various
21 brands that exist in the minds of consumers (Durianto, 2004:6-7).
Based on the above explanation of the levels of brand awareness that
shows the different levels of consciousness those vary in each
individual.
5. Brand Association
Brand Association is one of the element former the important equities.
Keller (2008:56) revealed that brand equity occurs when consumers are
familiar on the brand and have brand associations that are strong, favorable,
and unique in memory.
According to Durianto (2004:69), Brand association is every
impression that comes to mind of someone who is related to the memory of a
brand.
According to Aaker (1996:160) Brand association is everything related
to the memory of the brand (Rangkuti, 2004:43).
Brand associations are the particular thoughts and feelings that
consumers have linked in memory with a particular brand, much in the same
fashion that we hold in memory thoughts and feelings about other people
(Shimp, 2010:36).
According to Rangkuti (2004:42), brand association is activated in
memory when people think about a particular brand.
a. The Approach of Brand Association
The associations related to a brand associated with the five
approaches from Durianto and Sitinjak (2001) in Eka and Jony (2011:110),
22 namely:
1) The association of the product attributes
2) The association of the intangible product attributes
3) The association of the customer's benefit
4) The association of lifestyle / personality and,
5) The association of the competition side.
According to Rangkuti (2004:43) brand association can create a
value for the company and its customers, because it can assist in the
preparation of information to distinguish one brand from another brand.
The five benefits of brand association, are seen in the preparation
of the information, differentiation, the reasons to buy, creation of positive
attitudes or feelings, and basic extension (Rangkuti, 2004:43) as the
following:
1) Assist in the preparation of the information.
2) Differentiation one brand from other brands.
3) The reasons to buy.
4) Creation of positive attitudes or feelings.
5) Basic extension.
6. Brand Personality
Brand association is also able to associate a brand through brand
personality. According to Rangkuti (2004:43), brand personality is originated
from a collection of brand association formed in the minds of consumers,
consumers who are accustomed to using certain brands tend to have a
23 consistency of brand image, or it is also called the brand personality.
In journal of Business Strategy and Execution 2011, Brand personality is the level of brand development, meaning that the brand reflects a personality (Rangkuti, 2004).
Therefore Aaker (1997) cited from the research of Eka and Jony
(2011:111) that defines a brand personality as the set of human characteristics associated with a brand.
According to Bauer Mader, Keller (2001) brand personality can help the communication process to provide a convenience to consumers in identifying the brand. a. The Dimension of Brand Personality
Formation of clear personality is one of the important factors in the
process of building a strong brand. According to Eka and Jony (2011:111),
brand personality that built consistently, it will be difficult to imitate the
brand by a competitor. For the implementation, the development of
personality must consider to the brand personality Traits. There are five
indicators of brand personality proposed by Kotler and Armstrong
(2006:140) are presented in Figure 2.4.
24 Figure 2.4
Five Brand Personality Traits
Five Brand Personality Traits
Sincerity Excitement Competence Sophistication Ruggedness (honest, (daring, (reliable, (upper class and (outdoorsy wholesome, spirited, intelligent and charming) and tough) and fun imaginative, successful) cheerful) and up-to- date)
Source: Kotler & Amstrong (2006:140)
Those are the further explanations about Five Brand Personality
Traits (Kotler and Armstrong, 2006:140):
1) Sincerity (sincerity): the character of an honest, humble, and modest.
Sincerity contained in honesty in quality, authenticity of the product,
and similarity of brand with simple properties, such as cheerful and
youthful.
2) Excitement (spirit): the unique character that is full of high spirit and
imagination in making a difference and innovation.
3) Competence (ability): security, convenience, ability to be reliable and
trusted by customers.
4) Sophistication (worldliness): exclusivity established by the excellence
of prestige, brand image, as well as the level of traction offered to
customers.
5) Ruggedness (robustness): the ability of a brand to support the activities
outside the home and the strength or durability of the product.
25 7. Purchase Intention
According Anoraga (2000) in Eka and Jony (2011:108), the purchase
intention is a decision making process by the consumers prior to purchase a
product.
Assael (2002) in Eka Nurani and Jony Haryanto (2011:108), defines
the purchase intention as the tendency of consumers to buy a brand or to take
actions associated with the purchase of which is measured by how likely
consumers make purchases.
Howard (1994) in Eka Nurani and Jony Haryanto (2011:108), the
purchase intention is something related to consumers plan to purchase a
particular product, and how many units of the product is needed at a certain
period. It can be said that the intention of purchasing a mental statement that
reflects consumers plan to purchase a product with a particular brand.
According to Kumar et al, (2009:3) in Anniza Fitra Azwardi (2012:37)
Purchase intention refers to a consumer tendency to purchase the brand
routinely in the future and resist switching to other brands.
In the research of Kumar et al, (2009:3) in Anniza Fitra Azwardi
(2012:37) indicators used to purchase intention are:
a. I intend to buy this brand.
b. I am planning to buy this brand more often.
According to Kotler (2003:207) purchase intention is a stage before
purchase decision stage within the six stages of the buyer decision process
explained on figure 2.6.
26 Kotler (2003:207), Figure 2.6 shows that six stages of the buyer
decision process that will be passed by consumer when making buying
decisions, consisting of: need recognition, information search, and evaluation
of alternatives, purchase intention, purchase decision, and post purchase
behavior.
Figure 2.5
Six Stages of The Buyer Decision Process
Need Recognition
Information search
Evaluation of Alternative
Purchase Intention
Purchase Decision
Post purchase behavior
Source: Kotler, P.,(2003), Marketing Management, 11th edition, Prentice Hall, p.207.
27 a. Need Recognition
The buying process starts with need recognition––the buyer
recognizes a problem or a need. The need can be triggered by internal
stimuli when one of the person’s normal needs––hunger, thirst, and sex––
raises to a level high enough to become a driver of consumer to purchase.
A need can also be triggered by external stimuli. b. Information Search
The stage of the buyer’s decision-making process in which the
buyer is aroused to search for more information; the buyer may simply
have heightened attention or may go into active information search to
collect a variety of information about products and brands from any of
several sources, these include:
1) Personal sources (family, friends, neighbors, acquaintances).
2) Commercial sources (advertising, salespeople, dealers, packaging,
displays)
3) Public sources (mass media, consumer-rating organization).
4) Experiential sources (handling, examining, using the product). c. Evaluation of Alternatives
The stage of the decision making process in which the consumer
uses information to evaluate alternative brands in the choice set. Once
consumers have information about the products and brands the consumers
start distinguishing the advantages and disadvantages between one brand
with another brands.
28 In some case, consumers use calculations and logical thinking. At
other times, the same consumers do little or no evaluating; instead they
buy on impulse and rely in intuition. Sometimes consumers make buying
decisions on their own; sometimes they turn to friends, consumer guides,
or salespeople for buying advice. d. Purchase Intention
After knowing the chosen brand alternatives to meet their needs,
consumers will have a specific intention to buy a particular brand. e. Purchase Decision
According to Kotler (2003:207) At this point the consumer has
taken the decision to buy a particular brand to meet their needs.
But in the evaluation stage according to Kotler and Amstrong
(2006:149), the consumer ranks brands and forms purchase intentions.
Generally, the consumer’s purchase decision will be to buy the most
preferred brand, but two factors can come between the purchase intention
and the purchase decision. The first factor is the attitudes of others. The
second factor is unexpected situational factors. However, unexpected
events may change the purchase intention. f. Post Purchase Behavior
Post purchase behavior is the stage of the buyer decision process in
which consumers take further action after purchase, based on their
satisfaction or dissatisfaction.
29 The role of marketer does not end when the product is bought. After purchasing the product, the consumer will be satisfied or dissatisfied and will engage in post purchase behavior of interest to the marketer. According to
Kotler and Armstrong (2006:150), The relationship between the consumer’s expectations and the product’s perceived performance are the things to determine satisfaction or dissatisfaction of the consumers, as follows: a. If the product falls short of expectations, the consumer is disappointed, b. If it meets expectations, the consumer is satisfied, and c. If it exceeds expectations, the consumer is delighted.
The larger the gap between expectations and performances, the greater the dissatisfaction of consumers. This suggests that sellers should promise only what their brands can deliver so that buyers are satisfied. Some sellers might even understate product performance levels to boost later consumer satisfaction.
Almost all-major purchase result in cognitive dissonance, or discomfort caused by post-purchase conflict. After the purchase, consumers are satisfied with the benefits of the chosen brand and are glad to avoid the drawbacks of the brands not bought. However, every purchase involves compromise. Consumer feels uneasy about acquiring the drawbacks of the chosen brand and about losing the benefits of the brands not purchased. Thus, consumers feel at least some post purchase dissonance for every purchase.
30 8. Summary of Literature Review
It can be concluded that of all the data obtained from the research that
celebrity athlete endorsers can influence the target audience because they have
achievements in the field, which are used to deliver messages of advertisement
to attract attention thus affecting the minds of consumers as a preference in
making purchasing decisions. It is also supported by the following academic
theory proposed by Suyanto (2005) in Eka and Jony (2011:108), that the
company uses rather a celebrity than ordinary people to advertise their
products because celebrities have the attributes of well-known, beauty,
courage, achievement, spirit of sports (athleticisme), elegance, power /
strength, and sexual attractiveness and often represent the desired traction by
companies to advertise their products and become a powerful teaser for
prospective customers. It is proved theoretically true that purchase intention is
influenced by a celebrity athlete endorser.
The literature shows that marketers do advertising to offer a brand to
get embedded in the minds of consumers. Brands that have been embedded in
the minds of consumers will be encouraged to make a purchase. It is
supported by Campbell (2002) in Sven Kuenzel (2010:15) suggests brand
awareness is the 'top-of-mind recall' of brands driven towards the purchase
decision-making. Hence, the brand awareness affects the purchase intention.
In advertising, there are a few impressions related to embed brand in
consumer minds. Impressions addressed to the brand will increase as the
consumers more oftenly experience the usage of the brand, or as the brand is
31 more frequently exposed in marketing-communication strategy. This is in accordance with Supphellen (2000) in Sven Kuenzel (2010:15) that brand associations can be formed by emotional impressions representing verbal, visual, sensory and emotional essentials, where this information will be stored in consumers' mind as brand-related experiences. Thus, formed association will develop a good and strong image, which in turn will influence the consumer's decision to purchase and consume the product. It is proved theoretically that purchase intention is influenced by the brand association.
One important factor in the process of building a strong brand is the establishment of a clear brand personality. A clear brand personality is by using human characteristics as one of the brand identity in order to build an emotional connection to the consumer and the brand personality can differentiate a brand against competitors brand. In this way, then according to
Anoraga (2000) in Eka and Jony (2011:108) said that consumers influenced deliberately to begin evaluating the benefits that can be obtained when purchasing the products offered and consumer easily to find products accordance with their personality and eventually will create a decision-making process undertaken by the relevant consumer before purchasing of the product. Based on the description theoretically that brand personality significance influence on purchase intention.
32 B. Previous Research
Previous research on this topic has been contacted by.
1. Eka Setya Nurani and Jony Oktavian Haryanto (2011) in their study
entitled “PENGARUH CELEBRITY ENDORSER, BRAND
ASSOCIATION, BRAND PERSONALITY DAN PRODUCT
CHARACTERISTICS DALAM MENCIPTAKAN INTENSI PEMBELIAN
(Case study on the ad of Kuku Bima Ener-G Rosa Version Chris John)”,
explained that with using of multiple regression analysis technique
obtained the results are:
a. Celebrity Endorser did not significantly influence the purchase
intention on the products of Kuku Bima Ener-G Rosa. These results
did not support the hypothesis proposed earlier by researchers in this
study.
b. Brand Association has influenced significantly toward purchase
intention on the product of Kuku Bima Ener-G Rosa. These results
support the hypothesis proposed earlier by researchers in this study.
c. Brand Personality did not influence significantly toward purchase
intention on the product of Kuku Bima Ener-G Rosa. These results did
not support the hypothesis proposed earlier by researchers in this
study.
d. Product Characteristic has influenced significantly toward purchase
intention on the product of Kuku Bima Ener-G Rosa. These results
support the hypothesis proposed earlier by researchers in this study.
33 2. Mohammad Reza Jalilvand, Neda Samiei, and Seyed Hessamaldin
Mahdavinia (2011) in their research entitled “The Effect of Brand Equity
Components on Purchase Intentions: An Application of Aaker’s Model in
The Automobiles Industry” explained that this research aims to investigate
the effect of brand equity dimensions on purchase intention, based on
Aaker’s well-known conceptual framework in the automobile industry.
Building on extensive literature, a model of consumers’ purchase intention
that includes the major determinants of brand equity model is proposed.
Based on a sample of 242 consumers, structural equation modeling is used
to test hypotheses. The research reveals that brand awareness, brand
association, brand loyalty, and perceived quality have a significant impact
on consumers’ intention to purchase products. The paper suggests that
marketers should carefully consider the brand equity components when
designing their branding strategies. Marketers are also called on to adept
their branding approaches to fit each marketing environment and enhance
brand loyalty to reduce the switching behavior of consumers. The paper
clarifies the interrelation between the four brand equity model components
and purchase intention.
3. Karina P. Rodriguez (2008) in his research entitled “APPAREL BRAND
ENDORSERS AND THEIR EFFECTS ON PURCHASE INTENTIONS: A
STUDY OF PHILIPPINE CONSUMERS” explained that with using of
Linear Regression Analysis obtained the results are:
Based on the study data it can be concluded that an endorser with a high
34 celebrity status more positively influences the consumer’s attitude towards the advertisement and purchase intentions. With respect to endorser credibility, the only qualities those influence attitudes towards the advertisement and purchase intentions are: Experienced, Knowledgeable,
Qualified, and Trustworthy. Spokespersons who possess these qualities are more persuasive and are more capable of positively influencing both attitude towards the advertisement and intentions to buy.
The results also support the view that culture plays a significant role in advertising. High power distance moderates the relationship between the endorser type and attitude towards the advertisement. The higher the power distance, the stronger the relationship becomes between the two variables.
Collectivism moderates the relationship between endorser credibility and attitude towards the advertisement, i.e., the higher the level of collectivism, the stronger the relationship between the two variables become.
The results indicate however, that attitude towards the brand does not influence purchase intentions, contrary to what might be expected. A possible explanation for this is that the brand name used in the study is a fictitious one.
One of the contributions of this study is that it incorporated the value orientations of high power distance and collectivism. Having shown the moderating effects of culture, the study reinforces the view that it is
35 important for managers and advertisers to consider the culture of their
target audience when planning an advertising campaign.
The study provides further support to past researches that found that
celebrities could positively affect attitudes and purchase intentions.
Although the outcome of the study suggests that marketers as endorsers
should favor famous personalities, marketers must nevertheless exercise
good judgment in choosing endorsers for reasons previously cited.
4. Hadi Moradi, Azim Zarei (2011) in his research entitled “APPAREL
BRAND ENDORSERS AND THEIR EFFECTS ON PURCHASE
INTENTIONS: A STUDY OF PHILIPPINE CONSUMERS” explained that
with using structural equation modeling (SEM) in LISREL and subgroup
correlation analysis in SPSS. Results indicated that brand equity positively
influences consumer’s brand preference and purchase intention. But
results unsupported moderating role of country of origin image. The
amount of brand loyalty, perceived quality, brand association and brand
awareness indicate brand equity. The results of this research show that
brand equity influence consumer’s brand preference and purchase
intentions and this finding supported by past research (e.g. Cobb-Walgren
et al, 1995; Prasad and Dav, 2000; Myers, 2003; de Chernaony et al, 2004;
Chen and Chang, 2008; Chen and Liu, 2009). We know that consumer
perceptions about the country almost transfer to the originality of a brand
that a country produces that. These consumers feel the brands belong to
countries with good image are more reliable rather than brands that
36 produce in countries with a less desirable image, but the results of the
hypotheses related to the COO, confirm studies of Chung, et al (2009) and
recent research of Wong, et al (2008) in China. They express their idea
about the importance of manufacturer country effects on young people in
this way: "According to the globalization and since young people used to
see the products from around the world which is produced by a country
except the owner of that brand, therefore this issue confirm this claim that
country image has no great effect on young people.”
1. The Evaluation Findings
Consumer behavior in making a decision is to have the stages of
the buyer decision process. Consumers' purchase intention occurs when
there is an influence that comes into the minds of consumers after seeing
an ad that conveys and informing brand awareness, brand association, and
brand personality by the marketers of the company before hold the
purchase of the products. There is one important finding in the literature is
that the celebrity athlete endorser able to convey and communicate an
awareness, association, and the personality of the brand to the target
audience to influence the attitudes that drive action in this case is a must to
purchase.
From some of the different opinions that the author agrees with
Anoraga (2000) in Eka and Jony (2011:108), intention to buy or the
purchase intention is a process of decision making by the consumer before
the purchase hold of the products offered or needed by consumers.
37 C. Conceptual Framework
Based on the findings of in the literature review and the previous
research conducted the conceptual framework for this research is as follows:
Figure 2.6
Conceptual Framework Scheme
38 D. Research Hypothesis
According to Malhotra (2009:78), hypothesis is an unproven statement
or proposition about a factor or phenomenon that is of interest to the
researcher. The hypothesis can also be stated as a possible answer to the
research question. A useful hypothesis is a predictable statement that may
include a prediction explanation.
Can we know from the formulation of the problem which has been the
author described, the authors make the hypothesis, as follows:
1) The relationship between celebrity athlete endorser and purchase
intention
Suyanto (2005) in Eka and Jony (2011:108), revealed that the company
uses rather a celebrity than ordinary people to advertise their products
because celebrities have the attributes of well-known, beauty, courage,
achievement, spirit of sports (athleticisme), elegance, power / strength, and
sexual attractiveness and often represent the desired traction by companies
to advertise their products and become a powerful teaser for prospective
customers.
According to Rodriguez (2008:97), said that with respect to endorser
credibility, the only qualities those influence attitudes towards the
advertisement and purchase intentions are: Experienced, Knowledgeable,
Qualified, and Trustworthy. Spokespersons who possess these qualities are
more persuasive and are more capable of positively influencing both
attitude towards the advertisement and intentions to buy.
So based on explanation above the hypothesis can be drawn as follows:
H1 : Celebrity athlete endorser has significant influence to purchase
39 intention.
2) The relationship between brand awareness to purchase intention
According to Keller (2003), brand awareness plays an important role in
consumer decision making by bringing three advantages; these are
learning advantages, consideration advantages, and choice advantages.
In a study by Hoyer and Brown (2001) it is suggested that the known
brand may be chosen on the first occasion because of a belief that it is
probably the best. Then if this is a positive experience, the decision
heuristic may shift to repeat the purchase due to the past positive
experience of that particular brand. Under these circumstances, consumers
will have little motivation to sample unknown brands and will be unlikely
to discover any quality differences that may exist between competing
brands.
So based on explanation above the hypothesis can be drawn as follows:
H1 : Brand awareness has significant influence to purchase intention.
3) The relationship between brand association to purchase intention
According to Supphellen (2000) quoted by Sven Kuenzel (2010:15)
said that brand associations can be formed by 'emotional impressions'
representing verbal, visual, sensory and emotional essentials, where this
information will be stored in consumers' mind as brand-related
experiences.
According to Eka dan Jony (2011:110) Association formed is will help
to create a good image and strong, finally it will affect the consumer in the
40 decision to buy and consume a product.
So based on explanation above the hypothesis can be drawn as follows:
H1 : Brand association has significant influence to purchase intention.
4) The relationship between brand personality to purchase intention
According to Anoraga (2000) said that with the interesting approach
undertaken by a company, then the consumer deliberately influenced to
begin evaluating the benefits that can be obtained when purchasing the
products offered and consumers easily find the product that suits his
personality or desired and will eventually create a decision-making process
made by consumers concerned before making a purchase on these
products.
According to Kotler & Keller (2012:157), Brand Personality described
as "a particular mix of human nature that can we associate with a particular
brand." These characteristics are very necessary to establish a strong
relationship between the consumer and the brand (Priyandara, 2012:2).
So based on explanation above the hypothesis can be drawn as follows:
H1 : Brand personality has significant influence to purchase intention.
5) The relationship between celebrity athlete endorser, brand awareness,
brand association, and brand personality to purchase intention
According to Eka dan Jony (2011:109) said that the use of
communicators who have a celebrity endorser characteristic may affect
attitudes or a positive consumer response to the product, so that consumers
will consider in the purchase process and is expected to directly influence
behavior through their unconscious. Thus consumers are influenced to buy
without any coercion. After voluntarily affected, feeling wanted and happy
41 to products, so if consumers have the ability to purchase will ultimately make purchases of products desired in the future (Shimp, 2003).
According to Campbell (2002) in Sven Kuenzel (2010:15) suggests brand awareness is the 'top-of-mind recall' of brands driven towards the purchase decision-making. Hence, the brand awareness affects the purchase intention.
According to Supphellen (2000) in Sven Kuenzel (2010:15) that brand associations can be formed by emotional impressions representing verbal, visual, sensory and emotional essentials, where this information will be stored in consumers' mind as brand-related experiences. Thus, formed association will develop a good and strong image, which in turn will influence the consumer's decision to purchase and consume the product.
According to Rangkuti (2004) in Eka and Jony (2011:120) Said that through brand personality to make it easy for consumers to identify, remember and understand the brand that reflects her personality, which in turn can affect the purchase intention of the product because it fits the personality value of the consumers (Anoraga, 2000).
So based on explanation above the hypothesis can be drawn as follows:
H1 : Celebrity athlete endorser, brand awareness, brand association, and brand personality has significant influence to purchase intention.
42 CHAPTER III
RESEARCH METHODOLOGY
A. Scope of Research
Pocari Sweat is isotonic drink which collaborated with Irfan Bachdim
as their athlete endorser. Actually Irfan Bachdim is an experienced and
prestigious football athlete who has championed national team of Indonesia in
Asean Football Federation (AFF) Suzuki Cup 2011. The research has been
conducted in the area of Ciputat (Zona Futsal) from 27 Maret 2013 until 4
May 2013. The research populations are students who study at Universities in
Ciputat and are living in South Tangerang.
As the independent variables in this research are chosen the
celebrity athlete endorser (X1), brand awareness (X2), brand association (X3),
brand personality (X4), and as dependent variable the purchase intention (Y1)
B. Method of Sampling
1. Population
The population is an identifiable total group or aggregation of
elements that are of interest to the researcher and pertinent to the specified
information problem (Hair, Bush and Ortinau, 2005:334). Population is
the generalization, which consists of object and subject of a certain
quantity and characteristics applied by researchers to learn and then drawn
the conclusion (Sugiyono, 2008:57). In this research the population is
43 defined as the consumers of isotonic drink of Pocari Sweat that will be
used for researching, with distinction of Sex, Age, Jobs, Income per month
within customers in Zona Futsal (Ciputat), and here the author does not
restrict the respondent from certain district.
2. Sample
Sample design is part of the research design process. Samples are
selected using non probability convenience sampling by means of sample
units drawn easily be reached anywhere and anytime. (Abdul Hamid,
2007: 30).
A sample is a member of the selected population using a specific
procedure that is expected to represent its population (Sugiyono, 2007:57).
Sample is a subgroup of the elements of the population selected for
participation in the study (Maholtra, 2009:373).
Sample is a subject of the population that should represent that
entire group. Or the sample is a subset of the population, and the sample
unit pertains to the basic level of investigation (Burns, 2005: 334). The
criteria for the respondents are:
a. Pocari Sweat consumers
b. The age under 19 years, between 19-25 years, and over 25 years.
In the development of these study 97 questionnaires has been
distributed to Pocari Sweat consumers.
44 C. Kind of Data and Data Collection Method
1. Kinds of Data
Data collection methods used in this study is as follows:
a. Primary Data
Primary data are data obtained directly from the object of
research through field research. According to Cooper and Schindler
(2006:89), primary data is the data the researcher collects to address
the specific problem at hand the research question.
Primary data are original data collected by researchers to
answer research specifically (Istijanto, 2009:44).
b. Secondary Data
Secondary data is the data that are indirectly obtained from the
research. According to Cooper and Schindler (2006:89), Secondary
data is the result of studies done by others and for different purpose
than the one for which the data are being reviewed.
According to (Istijanto, 2009:38) secondary data is the data that
has been collected by others not by their own researchers to other
purpose. Secondary data in this research were obtained from other
parties relating to the issues, such as library research, by reading
literature books of library in UIN Jakarta either in the Faculty of
Economy and Business or the main library, literature on the internet,
scientific journals, magazines and literature books of libraries in the
university in Jakarta.
45 2. Data Collection Method
Data used in this study are primary data. Primary data is data obtained
directly from the source first. Data collection is done by:
a. Questionnaire (primary data)
Questionnaire is a plan for observing behavior or recording data
(Cooper, 2006:86)
Questioner is a formalized set of questions for obtaining
information for respondents. It has three specific objectives (Malhotra,
2009:330).
Three specific objectives (Malhotra, 2009:330)
1) The overriding objective is to translate the researcher’s information
needs into a set of specific questions that respondents are willing and
able to answer.
2) A questionnaire should be written to minimize demands imposed on
respondents. It should encourage them to participate in the entire
interview, without biasing their responses.
3) A questionnaire should minimize response error. These errors can arise
from respondents who give inaccurate answers or from researchers
incorrectly recording or analyzing their answers.
The questionnaire for this research will be filled out by
respondents and will include questions about the variable Celebrity
Athlete Endorsement, Brand Awareness, Brand Association, and Brand
Personality of consumer isotonic drink of Pocari Sweat to determine the
extent to which it affects the purchase intention of Pocari Sweat.
46 In this questionnaire there are two parts, namely:
1) Part I: Concerning the respondent data those are name, gender, age,
jobs and monthly income.
2) Part II: On the list of questions that will be filled by the respondent.
Figure 3.1
Questionnaire Design Process Questionnaire Design Process
SPECIFY THE INFORMATION NEEDED
SPECIFY THE TYPE OF INTERVIEWING METHOD
DETERMINE THE CONTENT OF INDIVIDUAL QUESTIONS
DESIGN THE QUESTIONS TO OVERCOME THE RESPONDENTS INABILITY AND UNWILLINGNESS TO ANSWER
DECIDE ON THE QUESTION STRUCTURE
DETERMINE THE QUESTION WORDING
ARRANGE THE QUESTIONS IN PROPER ORDER
REPRODUCE THE QUESTIONNAIRE
PRETEST THE QUESTIONNAIRE
Source: (Malhotra, 2009:331)
47 b. Literature Study
A secondary data collection technique is the study of literature,
which is studying how factors that affect consumer preferences for
products in various literature, including search data from Internet sites
(electronic library) and books relating to completed research data.
D. Likert Scale
The score of questionnaire assessment figures resulted in this study is
according to the Likert scale described in the methods used to measure
attitudes, opinions, and perceptions of a person or group of persons on a social
phenomenon (Sugiono, 2007:96).
This study use a Likert scale measuring agreement and disagreement
of respondents in response to the proposed statement. Likert scale is a
measurement with five response categories ranging from “strongly disagree”
to “strongly agree”, which requires the respondents to indicate a degree of
agreement or disagreement with each of a series of statements related to the
stimulus objects (Maholtra, 2009: 306).
Likert scale is most frequently used variation of the summated rating
scale (Cooper, 2006:370).
Likert scale is used to answer the statement of researchers has five
categories as presented in the table below:
48 Table 3.1
Likert Scale
Strongly Disagree Doubtful Agree Strongly Assessment Disagree Agree 1 2 3 4 5 Weight Source: Donald Cooper, P.,(2006), Marketing Research, 1st edition, McGraw-Hill, p.371.
This requires that reversing the scale score the categories assigned to
the negative statements by the respondents. Note that for a negative statement,
an agreement reflects an unfavorable response, whereas for a positive
statement, agreement represents a favorable response. Accordingly, a
“strongly agree” response to a favorable statement and a “strongly disagree”
response to an unfavorable statement would both receive score of five
(Malhotra, 2009:306).
E. Data Analysis Method
The method used in this study is the analysis by using two kinds of
tests that are divided into:
1. Validity and Reliability Test
a. Validity
Validity is a characteristic of measurement concerned with the
extent that a test measures what the researcher actually wishes tool
reflect true differences among participants drawn from a population
(Donald Cooper, 2006:765). Internal validity is when the conclusion
drawn about a demonstrated experimental relationship truly implies
49 cause. Internal validity is ability of the research instrument to measure
what it is purposed to measure. External validity is when an observes
causal relationship can be generalized across persons, settings, and
times (Donald Cooper, 2006:312). According to Ghazali (2005:45) the
validity test is used to measure the legality of a questionnaire. Test
validity used to measure the legal valid or invalid of a questionnaire. A
questionnaire is said valid if the questions on the questionnaire are able
to reveal something that will be on the questionnaire measure. The
total score on test validity of said valid if the number of scores > 0.30
(Sugiono, 2007:178). With calculating the correlation between each
question with a total score using the product moment. With r = 0.03
then the question said to be invalid. b. Reliability
If a measure has been declared invalid, then the next step is to
measure the reliability of the instrument / tool. According to Cooper
and Schindler (2006:352), a characteristic of measurement concerned
with accuracy, precision, and consistency; a necessary but not
sufficient condition for validity (if the measure is not reliable, it cannot
be valid). Reliability is concerned with estimates of the degree to
which a measurement is free a random or unstable error. Reliability
can be defined as the extent to which measures are free from random
error (Maholtra, 2009:315). If a measurement tool has been declared
invalid, then the next step is to measure the reliability of the tool. As a
50 measure which shows the consistency of the measuring instrument in measuring the same phenomenon on the other occasion. To see the reliability, then the calculated cronbach alpha each the instrument. The variable is said to cronbach alpha have greater value 0.60 (Ghozali,
2006:42). According to Ghazali (2005:42) reliability measurements can be done in 2 ways:
1) Measurements repeated: here someone will be given the same
questions at different times, and then see if he remains consistent
with the answers.
2) One shot or one-time measurement: here measurement only once
and then the result were compared with another question or
measure the correlation between answers to questions. SPSS
provides facilities to measure the reliability with statistical unit
Cronbach alpha (α). A construct or variable is said Cronbach
reliable if the value of alpha > 0.60. This thesis will use one time
measurement that using Cronbach alpha test (α). A variable is said
to provide reliable if the Cronbach alpha values > 0.60 (Sugiono,
2005).
The score of reliability is differentiated on each of every variable to interpret low or high of the reliability instrument, as directive is base on certainty as follows:
51 Table 3.2
Reliability Instrument Scale
Interval Coefficient Level of Reliability < 0,200 Very Low 0,200-0,399 Low 0,400-0,599 Sufficient 0,600-0,799 High 0,800-1,00 Very High Source: Sugiyono, Strategi Jitu Memilih Metode Statistik Penelitian Dengan SPSS, 2005:48
2. Descriptive Statistics
The objective from this descriptive analysis is to make the formulation
or picture factual systematically and real actual fact, and behavior (Sugiyono,
2005:29).
3. Classic Assumption
Multiple linear regression model can be termed as a good model if the
model meets the assumptions of normality of data and free from assumptions
of classical statistics, whether it multicollinearity, autocorrelation, and
heteroskedastisitas.
a. Normality Test
The normality test is a test of the most widely performed by
parametric statistical analysis. The use of normality tests because there is a
parametric statistical analysis, the assumptions that must be owned by data
is that the data are normally distributed (Ghozali, 2005:110). There are
two ways to detect normal distribution the graph analysis and statistical
52 tests. One of the easiest ways to see the normality of residuals is to look at
a histogram graph comparing observational data with the distribution of
near-normal distribution. Normal distribution will create a straight line
diagonal and plotting residual data will be compared with the diagonal
line. If the residual data distribution is normal, then the line that describes
the actual data will follow the diagonal line (Ghazali, 2005:110). b. Multicolinearity Test
According to Ghozali (2005:91) stated that multicolinearity test
aimed to test whether regression model is founded correlation among
independent variables. To detect the presence or least multicolinearity in
the regression model is as follows:
1) The value of R2 is generated by an empirical regression estimates are
very high, but individually variable, independent variables are many
that do not affect the dependent variable.
2) Analyzing the correlation matrix of variables-the independent variable.
If there is a correlation between independent variables is quite high
(usually above 0.90), then this is an indication of multicollinearity. If
below 0.90, the absence of multicollinearity.
3) Multicollinearity also can be seen from the value of tolerance and
Variance Inflation Factor (VIF). Both these measures indicate each
independent variable that is explained by other independent variables.
Tolerance measures the independent variables were selected that are
not explained by other independent variables. Low tolerance value
53 equals to a high VIF value (because VIF = 1/Tolerance). Value
commonly used to indicate the presence multicollinearity is tolerance
value, 0.10 or equal to the value of VIF > 10. Each investigator must
determine the level of colinearity that it still can be tolerated. For
example, the value of tolerance = 0.10 equal to the level colinearity
0.95 (Ghozali, 2005:91). c. Heteroscedasticity Test
Imam Ghozali (2005:105) stated that heteroscedasticity test aimed
to test the regression model. There are differences on forms of observation
from one observation to others.
The prediction of heteroscedasticity in a certain model could be
seen from the picture of its scatterplot model. In the scatterplot picture
when it says there is no heteroscedasticity if:
1) The dot for the data is spreading above and below or around the
number of 0.
2) The dots are not just grouping only above or below the number of 0.
3) The dots cannot spread like a wide wave and then narrow and again
widening.
4) The spread should not have a pattern.
One of the heteroscedasticity tests is the Glejser test. Glejser test is
conducted by the regression way between independent variables and the
value of absolute residual. If significance value between independent
54 variables and absolute residual more than 0.05, so it can be said that there
is no heteroscedasticity problem (Priyatno, 2012:158).
4. Multiple Regression Analysts
According to Cooper (2006:617), a multiple regression is statistical
tool to develop a self – weighting estimating equation that predicts values for
a dependent variable from the value of independent variables. A multiple
regression is used as a descriptive tool in three types of situation. Firstly, it is
often used to develop a self-weighting estimating equation, which predicts a
value for a criterion variable from the values for several predictor variables.
Secondly, a descriptive application of multiple linear regression calls fort-
confounding variables to better evaluate the contribution of other variables.
Thirdly, the use of a multiple linear regression is to test and explain casual
theories.
In order to count multiple linear regression for this research, the
researcher using SPSS 20 for windows series. By using the formula of
similarity as follows:
Y = α + β1X1 + β2X2 + β3X3 + ℮.
Notes:
Y = Dependent Variable (Purchase Intentions)
Α = Constant/ intercept (Y if X = 0)
β1… β4 = Coefficient regression that shows the numbers increase or
decrease in dependent of variables based on the relationship of
55 independent variable.
X1 = Independent Variable (Celebrity Athlete Endorser)
X2 = Independent Variable (Brand Awareness)
X3 = Independent Variable (Brand Association)
X4 = Independent Variable (Brand Personality)
E = Standard errors
From the counting with SPSS 20 gain the information and explanation on the coefficient determination, F test, and T test to answer the formulation of the problems.
The following explanations are connecting the problems above: a. The coefficient Determination (R2)
The coefficient of determination (R2) essentially measures how far
the ability of models to explain variation in the dependent variable. The
value determination of coefficient is between zero and one. The R2 is
small means that the ability of independent variables in explaining
variations in the dependent variable is very limited. Each additional
independent variable then would increase R2, no matter whether these
variables affect the dependent variable or not. Therefore, this study uses
the R2 that have been adapted or adjusted for the variables used. The
adjusted R2 value can rise or fall if an independent variable added into the
model (Ghazali, 2005).
56 b. Hypothesis testing for F-test (Simultaneously Test)
F test essentially indicates whether all the independent variables or
independent variables included in the model have jointly influence on the
dependent variable or bound. The probability is smaller than 0.05, then the
result means that there are significant effects of independent variables
collectively against the dependent variable (Ghazali, 2005:84). These steps
are applied to examine the hypothesis with F Test is as follows:
1) Determine Ho and Ha
Ho: β1, β2 = 0, this means there is no significant influence between
independent variable and dependent variable.
Ho: β1, β2 ≠ 0, this means there is significant influence between
independent variable and dependent variable.
a) Determining level of significance
Level of significant level used is 5% or α = 0.05
b) Determining the criteria acceptance and reject of Ho
If probability < 0, 05 reject Ho
If probability > 0, 05 fail to reject Ho
If F test > F table, so Ho is rejected and Ha is accepted; this means
independent variable together have significant influence to dependent
variable.
If F test < F table, so Ho is accepted and Ha is rejected; this means
independent variable together do not have significant influence to
dependent variable.
57 c. Hypotheses testing for t Test (Partial Test)
This test method is used to test the partial coefficient of the free
variable to the variable bound by the hypothesis put forward. T test
basically shows how much influence a single dependent variable. The
probability is smaller than 0.05, then the result means that there are
significant independent variables individually influence on the dependent
variable (Ghozali, 2006:84).
1) If -t table < t test < +t table, then Ho is rejected and Ha is accepted, it
means there is significant influence between independent variable
toward dependent variable.
2) If t test > t table or -t test < -t table, then Ho is accepted and Ha is
rejected, it means there is no significant influence between
independent variable toward dependent variable.
Ho: Using celebrity athlete endorser, brand awareness, brand
association, and brand personality there is no significant influence
toward purchase intention.
Ha: Using celebrity athlete endorser, brand awareness, brand
association, and brand personality there is significant influence toward
purchase intention.
The criteria to making decision (significance) with α = 0,05;
1) If probability > α 0.05, so Ho accept. It means using celebrity athlete
endorser, brand awareness, brand association, and brand personality
there is no influence toward purchase intention.
58 2) If probability < α 0.05, so Ho reject. It means using celebrity athlete
endorser, brand awareness, brand association, and brand personality
there is influence toward purchase intention.
F. Operational Variable Research
1. Operational Variable
A variable is a symbol of an extent, act, characteristic, trait, or
attribute that can be measured and to which we assign categorical values
(Cooper, 2006:63). This research applies two different kind of variables,
namely exogenous and endogenous variables, also known as independent
and dependent variables. In the process of analysis, this study used two
variables, such as follows:
a. Independent Variable (predictor variable)
According to Cooper (2006:63), the independent variable is the
variable manipulated by the researcher, thereby causing an effect or
change on the dependent variable. In this research as the independent
variables are celebrity athlete endorser (X1), brand awareness (X2),
brand association (X3), and brand personality (X4).
b. Dependent Variable
According to Cooper (2006:63), dependent variable is the
variable measured, predicted, or otherwise monitored by researchers
and expected to be affected by manipulation of independent variables.
The element of dependent variables in this research is purchase
intention (Y).
59 G. Table of Research Variable Operational
Table 3.3
Research Variable Operational
Variable Sub Variable Indicator Scale Celebrity Trustworthiness 1. Honesty Ordinal Athlete 2. Integrity Endorser Expertise 3. Knowledge (X1) 4. Experience (Terence 5. Skills A. Shimp, Physical 6. Physical look 2010:252). Attractiveness 7. Personality properties 8. Attractive lifestyle Respect 9. Quality accomplishment. Similarity 10. Sex 11. Age 12. Lifestyle Brand Top of Mind 1. Pocari Sweat is the main brand of the Ordinal Awareness various brands that exist in the minds of (X2) consumers (David A. Brand recall 2. Recall of brand without the aid or unaided Aaker, recall (1997:97) Brand 3. The introduction of a brand appears again in Durianto Recognition after the recall through the aid (aided call) et al, Unaware of 4. Consumers are not aware of a brand. (2004:7).) Brand
60 Variable Sub Variable Indicator Scale Brand Product 1. Pocari Sweat is a famous brand Ordinal Association Attributes 1. Pocari Sweat has attractive packages (X3) Intangible 2. Good Image (Durianto Product and Attributes Sitinjak Benefits 3. Substitute of body ion (2001) in 4. Restoring power Eka Setya 5. Prevent dehydration Nurani and Lifestyle / Pocari Sweat is consumed by; Jony Personality 6. Hard workers Oktavian 7. People who sweat a lot (athlete) Haryanto, Competition 8. Compete able 2011:110)
61 Variable Sub Variable Indicator Scale Brand Sincerity 1. Honest Ordinal Personality 2. Humble
(X4) 3. Wholesome (Kotler & 4. Modest Amstrong, Excitement 5. Exciting 2006:140) 6. Spirited
7. Unique
Competence 9. Secure
1) Convenience
11. Reliable Sophistication 12. Fresh Ruggedness 13. Solid 14. Tough
15. Rugged
62 Variable Sub Variable Indicator Scale Purchase Need 1. Need for the products Ordinal Intention Recognition (Y) (Kotler Information Obtain information about Pocari Sweat from and Search other parties, such as; Armstrong, 2. Family, friends, and Mass media 2006:147) (newspaper, television) Evaluation of Conducting thorough consideration before alternative purchasing; 3. The benefits of consuming Pocari Sweat 4. Comparing with other brands of isotonic drinks Purchase 5. Intention to purchase this brand Intention 6. Make plans to purchase the products more (Kumar et al, often 2009:3) in Anniza Fitra Azwardi (2012:37) Purchase 7. The brand of isotonic drink that will be Decision bought 8. The decision where to make a purchase 9. When to make a purchase isotonic drink Post Purchase 10. Feel satisfaction after consuming Behavior 11. Possibility to buy back 12. Consuming these products until exhausted
63 CHAPTER IV
ANALYSIS
A. Company Profile
1. History of PT. Amerta Indah Otsuka
PT. Amerta Indah Otsuka (AIO) was formally established in 1975
as a pharmaceutical industry with Otsuka Pharmaceutical Co, Ltd. PT.
Amerta Indah Otsuka manufactures four product groups, including clinical
Nutrition products, medication prescription, medical equipment and
medical food supplements.
Pocari Sweat is one of the soft drinks and most popular sport
drinks in Japan that is manufactured by Otsuka Pharmaceutical Co, Ltd.
This drink was first sold in 1980. Markets outside of Japan are in the
regions of East Asian, Southeast Asia and the Middle East.
http://id.wikipedia.org/wiki/Pocari_Sweat
Otsuka Pharmaceutical in Indonesia has six subsidiaries and one of
them is PT. Amerta Indah Otsuka (AIO) a company, which is engaged in
the business of health beverage with the brand of Pocari Sweat.
http://id.wikipedia.org/wiki/Pocari_Sweat
a. History of Pocari Sweat in Indonesia
Pocari Sweat began to enter the Indonesian market in 1989 and
developed by PT. Amerta Indah Otsuka (AIO) in 1991. Pocari Sweat
Factory was established in Lawang (East Java) to serve the needs of
64 the market in Indonesia. Then in January 2004 the factory was
transferred to Sukabumi (West Java), where it is operative until now.
It lasted more than 10 years until the company could make its
first profit in the Indonesian market. Finally, Pocari Sweat has been a
pioneer in the isotonic drink category and it has been a market leader
in this category. b. Vision and Mission
PT. Amerta Indah Otsuka is committed to fully support
Indonesian public health by producing innovative products that
contribute solutions to the daily health problems through the unique
perspective of the development of modern science.
Vision of PT. Amerta Indah Otsuka: Being the brilliant
company, with a significant contribution and reliable for consumers
and communities.
Mission of PT. Amerta Indah Otsuka: Developing and retaining
high quality employees to produce high quality products; Making the
needs and well-being of consumers and society as top priorities;
Catching all kinds of opportunities rapidly and innovatively in all
aspects to get consumer satisfaction, well-being and development of
the company; Developing and maintaining mutual beneficial
relationships with business associates, and making the company
reliable.
65 2. General Description of Respondents
Respondents in this study are consumers of Pocari Sweat at Zona
Futsal in the area of Ciputat, South Tangerang. Based on data from 100
respondents, who are students at Universities in Ciputat and are living in
South Tangerang. The survey method chosen follows the guidelines of
structured interviews based on a questionnaire. The criteria are as follows:
a. General Description of Respondents by Age
From the research conducted the age groups of the respondents are
the following:
Table 4.1
Age
Age Frequency Percent Valid Percent Cumulative Percent <19 34 34% 34% 34% 19-25 33 33% 33% 67% >25 30 30% 30% 97% Total 97 97 97 Source: Primary Data 2012
The Table 4.1 shows the percentage of the respondents in the age
group of <19 years, 19-25 years, and >25 years. This shows that
consumers of Pocari Sweat, at Zona Futsal (Situ Gintung – Ciputat –
South Tangerang) are consisting of the respondents aged less than 19
years, between 19 years until 25 years, and more than 25 years included
within the target market of Pocari Sweat.
66 b. General Description of Respondents by Sex
The population chosen for the survey is the following:
Table 4.2
Sex
Sex Frequency Percent Valid Cumulative Percent Percent Male 57 57% 57% 57% Female 40 40% 40% 97% Total 97 97 97 Source: Primary Data 2012
The table 4.2 above shows that the number of male respondents
was larger than that of the female respondents. This happening was
occurred unintentionally for in other words the gender composition of
respondent is out of the control of researcher. This can be understood that
male larger than female in term of number. But in this research either male
or female are treated as the same. c. General Description of Respondents by Income Per Month
Table 4.3
Income per Month
Income (Rupiah) Frequency Percent Valid Percent Cumulative Percent <1.000.000 10 10% 10% 10% 1.000.000 – 2.500.000 30 30% 30% 40% 2.500.000 – 5.000.000 38 38% 38% 78% >5.000.000 19 19% 19% 97 Total 97 97 97 Source Primary Data 2012
67 The table 4.4 above shows the characteristics of income. Most
respondents are within the income class of 2.500.000 – 5.000.000 Rupiah,
which amounts to 40% of all the respondents. This also shows that the
respondents within the income class of 2.500.000 – 5.000.000 Rupiah
purchase Pocari Sweat isotonic drinks more often.
B. Analysis and Discussion
1. Validity and Reliability Test
a. Validity Test
Before the questionnaires have been distributed to 100
respondents, the researcher tried out the survey on 25 respondents with
50 questions to test validity and reliability from the entire
questionnaires. The questionnaires classified into five main variables
that are celebrity athlete endorser, brand awareness, brand association,
brand personality, and purchase intention.
According Sugiono (Sugiono, 2007:178) Test validity used to
measure the legal valid or invalid of a questionnaire. A questionnaire is
said valid if the questions on the questionnaire are able to reveal
something on that that will be measured. The total score on test
validity of said valid if the number of scores > 0.30.
68 Table 4.4
Validity Test: Celebrity Athlete Endorser
Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha Item Deleted Item Deleted Total Correlation if Item Deleted CAE1 39.9600 57.207 .742 .907 CAE2 40.2800 58.127 .768 .906 CAE3 40.1600 59.723 .659 .911 CAE4 40.2800 57.877 .749 .907 CAE5 40.0800 58.160 .750 .907 CAE6 40.2800 57.877 .683 .910 CAE7 40.1600 58.640 .640 .912 CAE8 40.0000 62.333 .530 .916 CAE9 40.0800 62.243 .555 .915 CAE10 40.0400 58.290 .713 .908 CAE11 40.3200 62.893 .560 .915 CAE12 40.1600 61.140 .590 .914
From the table above, it can be seen that all of the questions are
valid, because the score of corrected item-total correlation > 0,30, this
means the data is valid and have positive correlation or the score corrected
item-total correlation is > 0,30, it means the data is valid.
Table 4.5 Validity Test: Brand Awareness
Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha Item Deleted Item Deleted Total Correlation if Item Deleted BAW1 10.7200 4.460 .621 .689 BAW2 10.8400 5.307 .642 .680 BAW3 10.7600 5.690 .483 .757 BAW4 10.6400 5.490 .556 .721
69 From the table above, it can be seen that all of the questions are valid, because the score of corrected item-total correlation > 0.30, this means the data is valid and has positive correlation or the score corrected item-total correlation is > 0.30, this means the data is valid.
Table 4.6 Validity Test: Brand Association
Item-Total Statistics
Scale Mean if Scale Variance Corrected Item- Cronbach's Alpha Item Deleted if Item Deleted Total Correlation if Item Deleted BAS1 29.8800 22.860 .724 .811 BAS2 29.6800 24.060 .559 .830 BAS3 29.2800 26.877 .496 .837 BAS4 29.4800 26.427 .360 .851 BAS5 29.5600 23.590 .708 .814 BAS6 29.7600 21.940 .795 .801 BAS7 29.8000 25.917 .503 .835 BAS8 29.6800 24.227 .571 .829 BAS9 29.4400 27.423 .339 .849
From the table above, it can be seen that all of the questions are valid, because the score of corrected item-total correlation > 0.30. This means the data is valid and has positive correlation or the score corrected item-total correlation is > 0,30, this means the data is valid.
Table 4.7
Validity Test: Brand Personality
Item-Total Statistics
Scale Mean if Scale Variance Corrected Item- Cronbach's Alpha Item Deleted if Item Deleted Total Correlation if Item Deleted BPT1 43.7200 57.543 .595 .886 BPT2 43.4000 61.167 .417 .894 BPT3 43.3600 60.157 .532 .889
70 BPT4 43.8000 59.917 .556 .888 BPT5 43.5200 59.593 .545 .888 BPT6 43.7200 56.127 .764 .877 BPT7 43.4000 59.167 .600 .886 BPT8 43.4800 59.343 .537 .888 BPT9 43.5200 58.427 .540 .889 BPT10 43.4000 57.833 .707 .881 BPT11 43.4400 58.090 .573 .887 BPT12 43.6400 58.157 .552 .888 BPT13 43.5200 55.010 .779 .876 From the table above can be seen that all questions are valid, because there is a score of corrected item-total correlation > 0.30. This means the data is valid and has positive correlation or the score corrected item-total correlation is more than 0.30. This means the data is valid.
Table 4.8
Validity Test: Purchase Intention (Y)
Item-Total Statistics
Scale Mean if Scale Variance Corrected Item- Cronbach's Alpha Item Deleted if Item Deleted Total Correlation if Item Deleted PIN1 38.9200 49.160 .676 .874 PIN2 39.4400 55.257 .337 .889 PIN3 39.4000 48.167 .728 .870 PIN4 38.9600 49.207 .664 .874 PIN5 38.8400 46.890 .703 .871 PIN6 38.9600 52.207 .485 .884 PIN7 39.1200 50.527 .577 .879 PIN8 39.1200 48.860 .612 .877 PIN9 39.2400 49.607 .535 .882 PIN10 39.2000 49.250 .614 .877 PIN11 39.0800 49.910 .595 .878 PIN12 38.7600 51.023 .530 .881 From the table above, it can be seen that all of the questions are valid, because the score is corrected item-total correlation > 0.30. This means the data is valid and has positive correlation or the score corrected
71 item-total correlation is more than 0.30. This means the data is valid.
b. Reliability Test
Reliability can be defined as the extent to which measures are free
from random error (Malhotra, 2006:273). According to Ghazali (2005)
reliability measurements can be done in 2 ways:
1) Measurements repeated: here someone will be given the same
questions at different times, and then see if he (respondents) remains
consistent with the answers.
2) One shot or one-time measurement: here measurement only once and
then the result was compared with another question or measure the
correlation between answers and questions. SPSS provides facilities to
measure the reliability with statistical unit Cronbach alpha (α). A
construct or variable is said Cronbach reliable if the value of alpha >
0.60. This thesis will use one time measurement that using Cronbach
alpha test (α). A variable is said to provide reliable if the Cronbach
alpha values > 0.60 (Sugiono, 2005).
Table 4.9
Reliability of Celebrity Athlete Endorser (X1)
Reliability Statistics
Cronbach's Alpha N of Items .918 12 Source: Primary Data Output from SPSS 20
From the table above, it can be seen that the result from celebrity
72 athlete endorser Cronbach alpha is 0.918. This is reliable because the score of Cronbach alpha is more than 0.60.
Table 4.10
Reliability of Brand Awareness (X2)
Reliability Statistics
Cronbach's Alpha N of Items
.769 4 Source: Primary Data Output from SPSS 20
From the table above, it can be seen that the result from brand awareness Cronbach alpha is 0.769. This is reliable because the score of
Cronbach alpha is more than 0.60.
Table 4.11
Reliability of Brand Association (X3)
Reliability Statistics
Cronbach's Alpha N of Items .846 9 Source: Primary Data Output from SPSS 20
From the table above, it can be seen that the result from brand association Cronbach alpha is 0.846. This is reliable because the score of
Cronbach alpha is more than 0.60.
Table 4.12
Reliability of Brand Personality (X4)
Reliability Statistics
Cronbach's Alpha N of Items .894 13 Source: Primary Data Output from SPSS 20
From the table above, it can be seen that the result from brand
73 personality Cronbach alpha is 0.894. This is reliable because the score of
Cronbach alpha is more than 0.60.
Table 4.13
Reliability of Purchase Intention (Y)
Reliability Statistics
Cronbach's Alpha N of Items
.887 12 Source: Primary Data Output from SPSS 20
From the table above, it can be seen that the result from brand
personality Cronbach alpha is 0.898. This is reliable because the score of
Cronbach alpha is more than 0.60.
2. Descriptive Analysis
a. Questionnaire of Brand Awareness
Table 4.14
Please mention brand of isotonic drink advertised by Irfan Bachdim
that you know and sold in the market?
Brand of Isotonic Frequency Percent Drinks Pocari Sweat 97 100% Powerade 0 0 Mizone 0 0 Vita Zone 0 0 Aquarius 0 0 Source: Primary Data Output from SPSS 20
As shown in the table above 97 respondents knows very well about
the brand of Pocari Sweat. Therefore, it shows that the research is
completed by appropriate respondents who know the brand of isotonic
74 drinks that endorsed by Irfan Bachdim is Pocari Sweat.
Table 4.15
Do you know the brand of Pocari Sweat isotonic drink?
Answer Frequency Percent
Yes, I know and have written in 97 100%
the question no. 1
Not familiar at all 0 0%
Source: Primary Data Output from SPSS 20
As shown in the table above 97 respondents know the brand of
Pocari Sweat. Therefore, it shows that the research is completed by appropriate respondents, who have known the brand of Pocari Sweat isotonic drinks.
Table 4.16
Where did you get to know Pocari Sweat?
Media Frequency Percent Ads on Radio 4 4% Newspaper 3 3% Ads on TV 73 73% Billboard 7 7% Friends 2 2% Others (Internet) 8 8%
Source: Primary Data Output from SPSS 20 As shown in the table above 4 respondents answer ads on radio, 3 respondents answer newspaper, 73 respondents answer ads on TV, 7 respondents answer billboard, 2 respondents answer friends, and 8 respondents answer others (internet).
75 b. Questionnaire of Celebrity Athlete Endorser
Table 4.17
Irfan Bachdim is the role model of Pocari Sweat with an honest personality
Grading Frequency Percentage Strongly Disagree 2 2% Disagree 11 11% Doubtful 27 27% Agree 34 34% Strongly Agree 23 23% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 23 respondents strongly agree, 34
respondents agree, 27 respondents are doubtful, 11 respondents disagree
and 2 respondents strongly disagree.
Table 4.18
Irfan Bachdim is the role model of Pocari Sweat with a high integrity
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 13 13% Doubtful 35 35% Agree 34 34% Strongly Agree 15 15% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 15 respondents strongly agree, 34
respondents agree, 35 respondents are doubtful, 13 respondents disagree
and 0 respondents strongly disagree.
76 Table 4.19
Irfan Bachdim is the role model of Pocari Sweat with
a good knowledge on how to endorse the product
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 11 11% Doubtful 38 38% Agree 31 31% Strongly Agree 16 16% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 16 respondents strongly agree, 31
respondents agree, 38 respondents are doubtful, 11 respondents disagree
and 1 respondent strongly disagree.
Table 4.20
Irfan Bachdim is the role model of Pocari Sweat with many experiences to
perform creative advertising
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 10 10% Doubtful 45 45% Agree 26 26% Strongly Agree 16 16% Total 97 100% Source: Primary Data Output from SPSS 20 As shown in the table above 16 respondents strongly agree, 26
respondents agree, 45 respondents are doubtful, 10 respondents disagree
and 0 respondents strongly disagree.
77 Table 4.21
Irfan Bachdim is the role model of Pocari Sweat with
a good communication skill to endorse the product
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 13 13% Doubtful 35 35% Agree 28 28% Strongly Agree 20 20% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 20 respondents strongly agree, 28 respondents agree, 35 respondents are doubtful, 13 respondents disagree and 1 respondent strongly disagree.
Table 4.22
Irfan Bachdim is the role model of Pocari Sweat with
a good physical performance
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 14 14% Doubtful 39 39% Agree 21 21% Strongly Agree 23 23% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 23 respondents strongly agree, 21 respondents agree, 39 respondents are doubtful, 14 respondents disagree and 0 respondents strongly disagree.
78 Table 4.23
Irfan Bachdim is the role model of Pocari Sweat with a good personality
Grading Frequency Percentage Strongly Disagree 2 2% Disagree 13 13% Doubtful 35 35% Agree 25 25% Strongly Agree 22 22% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 22 respondents strongly agree, 25
respondents agree, 35 respondents are doubtful, 13 respondents disagree
and 2 respondents strongly disagree.
Table 4.24
Irfan Bachdim is the role model of Pocari Sweat with an interesting lifestyle
Grading Frequency Percentage Strongly Disagree 2 2% Disagree 8 8% Doubtful 36 36% Agree 33 33% Strongly Agree 18 18% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 18 respondents strongly agree, 33
respondents agree, 36 respondents are doubtful, 8 respondents disagree
and 2 respondents strongly disagree.
79 Table 4.25
Irfan Bachdim is the role model of Pocari Sweat with
a good achievement in the world of celebrity athletes (Soccer)
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 5 5% Doubtful 40 40% Agree 35 35% Strongly Agree 16 16% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 16 respondents strongly agree, 35 respondents agree, 40 respondents are doubtful, 5 respondents disagree and 2 respondents strongly disagree.
Table 4.26
The Pocari Sweat ads endorsed by Irfan Bachdim is suitable
for all genders of the Pocari Sweat segment
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 12 12% Doubtful 36 36% Agree 34 34% Strongly Agree 15 15% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 15 respondents strongly agree, 34 respondents agree, 36 respondents are doubtful, 12 respondents disagree
80 and 0 respondent strongly disagree.
Table 4.27
The Pocari Sweat ads endorsed by Irfan Bachdim is suitable
for all ages of consumers of Pocari Sweat
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 15 15% Doubtful 24 24% Agree 43 43% Strongly Agree 15 15% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 15 respondents strongly agree, 43
respondents agree, 24 respondents are doubtful, 15 respondents disagree
and 0 respondent strongly disagree.
Table 4.28
Irfan Bachdim is the role model of Pocari Sweat with a simple and elegant
lifestyle, sufficient lifestyle of required Pocari Sweat’s role model
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 11 11% Doubtful 37 37% Agree 36 36% Strongly Agree 13 13% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 13 respondents strongly agree, 36
respondents agree, 37 respondents are doubtful, 11 respondents disagree
81 and 0 respondents strongly disagree. c. Questionnaire of Brand Awareness
Table 4.29
Pocari Sweat is the main brand among the various isotonic drinks?
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 5 5% Doubtful 20 20% Agree 51 51% Strongly Agree 20 20% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 20 respondents strongly agree, 51
respondents agree, 20 respondents are doubtful, 5 respondents disagree
and 1 respondent strongly disagree.
Table 4.30
Consumers are able to recall the brand of isotonic drinks without seeing
Pocari Sweat brand (logo/symbol)
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 4 4% Doubtful 22 22% Agree 49 49% Strongly Agree 22 22% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 22 respondents strongly agree, 49
82 respondents agree, 22 respondents are doubtful, 4 respondents disagree
and 0 respondents strongly disagree.
Table 4.31
Consumers can easily recognizing the brand after seeing Pocari Sweat brand
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 2 2% Doubtful 26 26% Agree 45 45% Strongly Agree 23 23% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 23 respondents strongly agree, 45
respondents agree, 26 respondents are doubtful, 2 respondents disagree
and 1 respondent strongly disagree.
Table 4.32
Pocari Sweat is an unknown isotonic drink
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 10 10% Doubtful 38 38% Agree 36 36% Strongly Agree 13 13% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 13 respondents strongly agree, 38
respondents agree, 36 respondents are doubtful, 10 respondents disagree
and 0 respondents strongly disagree.
83 d. Questionnaire of Brand Association
Table 4.33
Pocari Sweat is a famous brand
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 12 12% Doubtful 33 33% Agree 34 34% Strongly Agree 18 18% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 18 respondents strongly agree, 34
respondents agree, 33 respondents are doubtful, 12 respondents disagree
and 0 respondents strongly disagree.
Table 4.34
Pocari Sweat has an attractive packaging
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 11 11% Doubtful 28 28% Agree 37 37% Strongly Agree 20 20% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 20 respondents strongly agree, 37
respondents agree, 28 respondents are doubtful, 11 respondents disagree
and 1 respondent strongly disagree.
84 Table 4.35
Pocari Sweat has a good image
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 7 7% Doubtful 33 33% Agree 43 43% Strongly Agree 13 13% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 13 respondents strongly agree, 43 respondents agree, 33 respondents are doubtful, 7 respondents disagree and 1 respondent strongly disagree.
Table 4.36
Pocari Sweat is able to replace the body fluids
lost through sports / stressful activities
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 8 8% Doubtful 34 34% Agree 33 33% Strongly Agree 21 21% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 21 respondents strongly agree, 33 respondents agree, 34 respondents are doubtful, 8 respondents disagree and 1 respondent strongly disagree.
85 Table 4.37
Pocari Sweat is able to restore the physical power
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 13 13% Doubtful 28 28% Agree 36 36% Strongly Agree 20 20% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 20 respondents strongly agree, 36 respondents agree, 28 respondents are doubtful, 13 respondents disagree and 0 respondents strongly disagree.
Table 4.38
Pocari Sweat is able to prevent the body from dehydration
Grading Frequency Percentage Strongly Disagree 2 2% Disagree 8 8% Doubtful 35 35% Agree 30 30% Strongly Agree 22 22% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 22 respondents strongly agree, 30 respondents agree, 35 respondents are doubtful, 8 respondents disagree and 2 respondents strongly disagree.
86 Table 4.39
Active people consume Pocari Sweat
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 11 11% Doubtful 40 40% Agree 31 31% Strongly Agree 15 15% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 15 respondents strongly agree, 31 respondents agree, 40 respondents are doubtful, 11 respondents disagree and 0 respondents strongly disagree.
Table 4.40
Pocari Sweat is consumed by sport people
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 12 12% Doubtful 35 35% Agree 37 37% Strongly Agree 13 13% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 13 respondents strongly agree, 37 respondents agree, 35 respondents are doubtful, 12 respondents disagree and 0 respondents strongly disagree.
87 Table 4.41
Pocari Sweat is able to out-perform its competitors
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 9 9% Doubtful 32 32% Agree 36 36% Strongly Agree 20 20% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 20 respondents strongly agree, 36
respondents agree, 32 respondents are doubtful, 9 respondents disagree
and 0 respondents strongly disagree. e. Questionnaire of Brand Personality
Table 4.42
Based on your opinion, the brand personality of Pocari Sweat is honest
Grading Frequency Percentage Strongly Disagree 2 2% Disagree 9 9% Doubtful 42 42% Agree 29 29% Strongly Agree 15 15% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 15 respondents strongly agree, 29
respondents agree, 42 respondents are doubtful, 9 respondents disagree
and 2 respondents strongly disagree.
88 Table 4.43
Based on your opinion, the brand personality of Pocari Sweat is humble
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 16 16% Doubtful 30 30% Agree 30 30% Strongly Agree 20 20% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 20 respondents strongly agree, 30
respondents agree, 30 respondents are doubtful, 16 respondents disagree
and 1 respondent strongly disagree.
Table 4.44
Based on your opinion, the brand personality of Pocari Sweat is wholesome
(carries oxygen and nutrients)
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 10 10% Doubtful 29 29% Agree 43 43% Strongly Agree 14 14% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 14 respondents strongly agree, 43
respondents agree, 29 respondents are doubtful, 10 respondents disagree
and 1 respondent strongly disagree.
89 Table 4.45
Based on your opinion, the brand personality of Pocari Sweat is modest
Grading Frequency Percentage Strongly Disagree 0 2% Disagree 11 11% Doubtful 36 36% Agree 36 36% Strongly Agree 14 14% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 14 respondents strongly agree, 36
respondents agree, 36 respondents are doubtful, 11 respondents disagree
and 0 respondents strongly disagree.
Table 4.46
Based on your opinion, the brand personality of Pocari Sweat is exciting
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 11 11% Doubtful 37 37% Agree 36 36% Strongly Agree 13 13% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 13 respondents strongly agree, 36
respondents agree, 37 respondents are doubtful, 11 respondents disagree
and 0 respondents strongly disagree.
90 Table 4.47
Based on your opinion, the brand personality of Pocari Sweat is energetic
Grading Frequency Percentage Strongly Disagree 2 2% Disagree 5 5% Doubtful 44 44% Agree 28 28% Strongly Agree 18 18% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 18 respondents strongly agree, 28
respondents agree, 44 respondents are doubtful, 5 respondents disagree
and 2 respondents strongly disagree.
Table 4.48
Based on your opinion, the brand personality of Pocari Sweat is unique
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 8 8% Doubtful 34 34% Agree 36 36% Strongly Agree 18 18% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 18 respondents strongly agree, 36
respondents agree, 34 respondents are doubtful, 8 respondents disagree
and 1 respondent strongly disagree.
91 Table 4.49
Based on your opinion, the brand personality of Pocari Sweat is secure
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 12 12% Doubtful 33 33% Agree 28 28% Strongly Agree 24 24% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 24 respondents strongly agree, 28
respondents agree, 33 respondents are doubtful, 12 respondents disagree
and 0 respondents strongly disagree.
Table 4.50
Based on your opinion, the brand personality of Pocari Sweat is pleasing
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 11 11% Doubtful 36 36% Agree 28 28% Strongly Agree 21 21% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 21 respondents strongly agree, 28
respondents agree, 36 respondents are doubtful, 11 respondents disagree
and 1 respondent strongly disagree.
92 Table 4.51
Based on your opinion, the brand personality of Pocari Sweat is reliable
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 13 13% Doubtful 33 33% Agree 33 33% Strongly Agree 17 17% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 17 respondents strongly agree, 33
respondents agree, 33 respondents are doubtful, 13 respondents disagree
and 1 respondent strongly disagree.
Table 4.52
Based on your opinion, the brand personality of Pocari Sweat is fresh
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 13 13% Doubtful 36 36% Agree 29 29% Strongly Agree 19 19% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 19 respondents strongly agree, 29
respondents agree, 36 respondents are doubtful, 13 respondents disagree
and 0 respondent strongly disagree.
93 Table 4.53
Based on your opinion, the brand personality of Pocari Sweat is outdoorsy
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 12 12% Doubtful 39 39% Agree 29 29% Strongly Agree 17 17% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 17 respondents strongly agree, 29
respondents agree, 39 respondents are doubtful, 12 respondents disagree
and 0 respondents strongly disagree.
Table 4.54
Based on your opinion, the brand personality of Pocari Sweat is tough
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 15 15% Doubtful 28 28% Agree 34 34% Strongly Agree 19 19% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 19 respondents strongly agree, 34
respondents agree, 28 respondents are doubtful, 15 respondents disagree
and 1 respondent strongly disagree.
94 f. Questionnaire of Purchase Intention
Table 4.55
Buy Pocari Sweat products because of a need
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 10 10% Doubtful 31 31% Agree 32 32% Strongly Agree 24 24% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 24 respondents strongly agree, 32
respondents agree, 31 respondents are doubtful, 10 respondents disagree
and 0 respondents strongly disagree.
Table 4.56
Your buying decisions towards Pocari Sweat rely on recommendation
from Media
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 9 9% Doubtful 45 45% Agree 27 27% Strongly Agree 15 15% Total 97 100% Source: Primary Data Output from SPSS 20 As shown in the table above 15 respondents strongly agree, 27
respondents agree, 45 respondents are doubtful, 9 respondents disagree
and 1 respondent strongly disagree.
95 Table 4.57
Your buying decisions towards Pocari Sweat rely
on recommendation from family
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 13 13% Doubtful 41 41% Agree 30 30% Strongly Agree 12 12% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 12 respondents strongly agree, 30 respondents agree, 41 respondents are doubtful, 13 respondents disagree and 1 respondent strongly disagree.
Table 4.58
Make a consideration about the product benefit before making
a buying decision towards Pocari Sweat
Grading Frequency Percentage Strongly Disagree 2 2% Disagree 12 12% Doubtful 36 36% Agree 27 27% Strongly Agree 20 20% Total 97 100% Source: Primary Data Output from SPSS 20 As shown in the table above 20 respondents strongly agree, 27 respondents agree, 36 respondents are doubtful, 12 respondents disagree and 2 respondents strongly disagree.
96 Table 4.59
Make a consideration about the product benefit with other brands of isotonic
drinks before making a buying decision towards Pocari Sweat
Grading Frequency Percentage Strongly Disagree 2 1% Disagree 15 15% Doubtful 26 26% Agree 34 34% Strongly Agree 20 20% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 20 respondents strongly agree, 34
respondents agree, 26 respondents are doubtful, 15 respondents disagree
and 2 respondents strongly disagree.
Table 4.60
Make frequently buy Pocari Sweat
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 11 11% Doubtful 37 37% Agree 29 29% Strongly Agree 19 19% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 19 respondents strongly agree, 29
respondents agree, 37 respondents are doubtful, 11 respondents disagree
and 1 respondent strongly disagree.
97 Table 4.61
Make an intend to buy Pocari Sweat more often
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 12 12% Doubtful 34 34% Agree 32 32% Strongly Agree 19 19% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 19 respondents strongly agree, 32
respondents agree, 34 respondents are doubtful, 12 respondents disagree
and 0 respondents strongly disagree.
Table 4.62
Asking for a recommendation from others in the buying decision of Pocari Sweat
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 13 13% Doubtful 33 33% Agree 32 32% Strongly Agree 18 18% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 18 respondents strongly agree, 32
respondents agree, 33 respondents are doubtful, 13 respondents disagree
and 1 respondent strongly disagree.
98 Table 4.63
Make buying decisions towards Pocari Sweat because
of your trust in Pocari Sweat
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 14 14% Doubtful 37 37% Agree 28 28% Strongly Agree 17 17% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 17 respondents strongly agree, 28 respondents agree, 37 respondents are doubtful, 14 respondents disagree and 1 respondent strongly disagree.
Table 4.64
Be very careful in making buying decisions
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 11 11% Doubtful 40 40% Agree 33 33% Strongly Agree 13 13% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 13 respondents strongly agree, 33 respondents agree, 40 respondents are doubtful, 11 respondents disagree and 0 respondents strongly disagree.
99 Table 4.65
Pocari Sweat is appropriate for your needs
Grading Frequency Percentage Strongly Disagree 0 0% Disagree 11 11% Doubtful 41 41% Agree 31 31% Strongly Agree 14 14% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 14 respondents strongly agree, 31 respondents agree, 41 respondents are doubtful, 11 respondents disagree and 0 respondents strongly disagree.
Table 4.66
Feeling satisfied with the buying decision towards Pocari Sweat
Grading Frequency Percentage Strongly Disagree 1 1% Disagree 10 10% Doubtful 33 33% Agree 33 33% Strongly Agree 20 20% Total 97 100% Source: Primary Data Output from SPSS 20
As shown in the table above 20 respondents strongly agree, 33 respondents agree, 33 respondents are doubtful, 10 respondents disagree and 1 respondent strongly disagree.
100 3. Classical Assumption Test
a. Multicolinearity Test
This test aims to test whether in the regression model finds
correlations between the independent variables. In a good regression
model should be no correlation between the independent variables. To see
multicolinearity test results, it can be viewed in the following table:
Table 4.67
Multicolinearity
Coefficientsa
Model Unstandardized Standardized t Sig. Collinearity Coefficients Coefficients Statistics B Std. Error Beta Tolerance VIF (Constant) -2.907 2.384 -1.220 .226 CAE .402 .103 .391 3.904 .000 .180 5.562 1 BAW .416 .173 .129 2.398 .019 .624 1.602
BAS .355 .124 .247 2.850 .005 .239 4.178 BPT .221 .101 .234 2.193 .031 .159 6.307 a. Dependent Variable: PIN
Source: Processed Primary data by SPSS 20
According Imam Ghozali (2005:91), cutoff value that is commonly
used to show the multicoloniarity tolerance value is < 0.10 or equals to
value VIF>10.
Celebrity Athlete Endorser : (Tolerance 0.180) (VIF 5.562)
Brand Awareness : (Tolerance 0.624) (VIF 1.602)
Brand Association : (Tolerance 0.239) (VIF 4.178)
Brand Personality : (Tolerance 0.159) (VIF 6.307)
101 The analysis of the data tolerance value shows there is no
independent variable, which has a tolerance value less than 0.10 that
means there is no correlation among independent variables that value more
than 95 percent. On the other hand VIF shows similar things that there is
no independent variable that has a VIF value more than 10, thus, it can be
concluded that there is no multicolinearity among independent variables in
regression model and feasible to use. b. Heteroscesdastisity Test
Figure 4.1
Heteroscesdastisity Test
Source: Processed Primary data by SPSS 20
According Imam Ghozali (2005:105) multiple linear regression
free of heterocedasticity as follows:
1) There is no clear pattern
102 2) Point spread above and below zero on the Y axis
Heteroscesdasticity test is aimed to examine whether in the model occur any residual variance in certain monitoring period to other monitoring period. If the characteristic is fulfilled, it means that the factors of intruder variation toward the data have the characteristic of heteroscedasticity. A good model is homocesdastisity, not heteroscedasticity.
From the Scatter plot diagram in figure 4.1 above, it can be seen that the dots are spread biased. This shows that there is a heteroscesdastisity problem.
Therefore the Glejser test will be conducted to make sure this content is free from heteroscesdastisity problem. And the result from
Glejser test is shown in table below.
Table 4.68
Glejser Test
Coefficientsa
Model Unstandardized Standardized T Sig. Coefficients Coefficients B Std. Error Beta
(Constant) .525 1.428 .368 .714 CAE .087 .062 .338 1.414 .161 1 BAW .019 .104 .023 .179 .858
BAS .069 .074 .191 .922 .359 BPT -.092 .060 -.387 -1.521 .132 a. Dependent Variable: ABS_RES
Source: Processed Primary data by SPSS 20
103 From the result of the Glejser test, the significancy result from that
testing is more then 0.05 so, it is can be concluded there is no
heteroscesdastisity problem. c. Normality Test
Figure 4.2
Normality Test Result
Source: Processed Primary Data by SPSS 20
Normality data test is aimed to know whether the data obtained
from the research activities have a normal distribution or not. Good data is
to be considered, as data that has a normal distribution. One of the ways to
see whether the data in this research are normal or not, is by applying the
P-P Plot graph. When the plots in the graph are distributed along the
diagonal line, it can be said that the data has a normal distribution.
Based on figure 4.2 this research has done normality data
104 distribution test. The result acquired from SPSS 20 statistic software. From the P-P Plots diagram above, it can be seen that the plots are distributed along the diagonal line. Thus, it can be concluded that the data used in this research has a normal distribution.
Figure 4.3
Chart
Source: Processed Primary data by SPSS 20
Based on chart 4.3 above, the Histogram Graphic shows normal distribution. Because, these images form the normal curve and most of the bars / rods under the curve, then the variable is normally distributed.
105 4. Multiple Linear Regression
a. Coefficient Determination (R2)
Table 4.69
Coefficient Determination
Model R R Square Adjusted R Std. Error of the Square Estimate
1 .913a .834 .827 3.27598 Source: Processed primary data by SPSS 20
From the coefficient determination table 4.69 above, the Adjusted
R square number is 0.827 or 82.7 %. This means all of the independent
variables like celebrity athlete endorser, brand awareness, brand
association, and brand personality towards purchase intention have
significant influence 82.7 %. Thus, the residual coefficient, around 17,3%
it will be explained by the other factors that is not calculated in this
research.
b. F - Test
Table 4.70
F Test
ANOVAa
Model Sum of Df Mean Square F Sig. Squares Regression 4976.880 4 1244.220 115.935 .000b
1 Residual 987.347 92 10.732 Total 5964.227 96 a. Dependent Variable: PIN b. Predictors: (Constant), BPT, BAW, BAS, CAE
Source: Processed primary data by SPSS 20
106
The ANOVA test or F test provides a test value of 115.935 with
probabilities 0.000. The degree of freedom (df) for the F test is (df) = n – k
= 97 – 5 = 92. Thus the F table for F test is 2.471 with the significance
level = 0.05; because the probability is smaller than the significance level
(0.000 < 0.05), and the F test value is higher than F table value (the value
of F-test is 115.935 > F-table 2.471). Therefore this means Ho is rejected
and Ha is accepted, and can be concluded that the independent variables
such as celebrity athlete endorser (X1), brand awareness (X2), brand
association (X3), and brand personality (X4) are simultaneously influence
purchase intention as dependent variables (Y). c. T - Test
Table 4.71
T-Test
Coefficientsa
Model Unstandardized Standardize t Sig. Collinearity Coefficients d Statistics Coefficients B Std. Error Beta Tolerance VIF (Constant) -2.907 2.384 -1.220 .226 CAE .402 .103 .391 3.904 .000 .180 5.562 1 BAW .416 .173 .129 2.398 .019 .624 1.602
BAS .355 .124 .247 2.850 .005 .239 4.178 BPT .221 .101 .234 2.193 .031 .159 6.307 a. Dependent Variable: PIN
Source: Processed primary data by SPSS 20
107 1) The influence of celebrity athlete endorser (X1) toward purchase
intention.
According to the table 4.71 it can be seen that the value of t-
test 3.904 > t-table 1.662 with the significance value of 0.000 < sig.
0.05. Thus we conclude Ho is rejected and Ha is accepted, so that the
hypothesis there is significant influence between celebrity athlete
endorser toward purchase intention. This means, there is partially an
influence between brand awareness toward purchase intention.
The results from this research are concordant with the previous
research conducted by Mehdi Zahaf and James Anderson (2008) on
the title “Causality Effects between Celebrity Endorsement and The
Intentions to Buy”. The result of this research indicates a positive
relationship between celebrity endorser and purchase intention.
Results also emphasize that respondents are more willing to
buy the product when the credibility of the endorser (celebrity and
non-celebrity) is moderated either by similarity with the endorser,
attractiveness of the endorser, or experience of the endorser with the
product.
2) The influence of brand awareness (X2) toward purchase intention.
According to the table 4.71 it can be seen that the value of t-
test 2.398 > t-table 1.662 with a significance value of 0.019 < sig. 0.05.
Thus we conclude Ho is rejected and Ha is accepted, so that the
hypotheses show a significant influence between brand awareness
108 toward purchase intention. This means there is a partial influence
between brand awareness toward purchase intention.
The results from this research are concordant with the previous
research conducted by Kadir Riadi Kwan (2001) on the title “Analysis
of The Influence Brand Equity Dimension toward Purchase Intention
and Marketing Performance of The Power Tools Product (BOSCH)”.
The result of the research by Kadir Riadi Kwan (2001) indicated
positive relationship between brand awareness and purchase intention.
The results of the research by Kadir Riadi Kwan (2001) also
emphasized that the more the brand name is known and remembered
by the consumers, the more likely it is that the product will be
purchased. Consumers tend to buy products that they know rather than
that never they have heard from. It is also stated by Hal Axelrod 1968,
Haley & Cace 1979, Hutchinson 1983, Nedungadi 1990, Nedungadi &
Hutchinson 1985 & Ratneshwar & Shocker 1991 that there is positive
relationship between both of them.
3) The influence of brand association (X3) towards purchase intention.
According to the table 4.71 it can be seen that the value of t-
tests 2.850 > t-table 1.662 with the value of significance is 0.005 < sig.
0.05. Thus it can be concluded Ho is rejected and Ha is accepted, so
that the hypotheses have significant influence between brand
associations toward purchase intention. This means there is partially
influence between brand associations toward purchase intention.
109 The results from this research are concordant with the previous
research conducted by Eka Setya Nurani and Jony Oktavian (2011) on
the title “The Influence of Celebrity Endorser, Brand Association,
Brand Personality, and Product Characteristics in Creating Purchase
Intention”. The results of the research by Eka Setya and Jony Otaviani
(2011) show that respondents are affected by the memory of a product
because the company managed to establish the associations of the
product delivered through a variety of communication media and
acceptable in the minds of consumers consistently and continuously so
that consumers always remember.
The results of the research by Eka Setya and Jony Otaviani
(2011) also emphasized that the brand is embedded in the minds of
consumers, marketers of the company have to focus with instilling a
good impression of the attributes and benefits of the product to be
embedded in the minds of consumers. So as to help consumers to make
decisions to purchase and consume a product.
4) The influence of brand personality (X4) toward purchase intention.
According to the table 4.71 it can be seen that the value of t-
test 2.193 > t-table 1.662 with the significance value of 0.031 < sig.
0.05. Thus we conclude Ho is rejected and Ha is accepted, so that the
hypotheses show significant influence between brand personalities
toward purchase intention. This means there is partially influence
between brand personalities toward purchase intention.
110 The results from this research are concordant with the previous research conducted by Putra Priyandara (2012) on the title “The
Influence of Brand Personality of Apple toward Consumer’s Purchase
Intention in Bandung City”. The result of the research by Putra
Priyandara (2012) shows that sophistication, competence, and excitement are the most influential aspects of brand personality that influence consumers’ purchase intention.
111 CHAPTER V
CONCLUSIONS, IMPLICATIONS, AND RECCOMENDATIONS
A. Conclusions
The purpose of this research was to find out the roles of celebrity
athlete endorser, brand awareness, brand association, and brand personalities
towards purchase intention of Pocari Sweat isotonic drinks. Based on the
statistical test using the SPSS software with 100 samples to represent the
amount of population, and also the research within the previous chapters, it
can be concluded as below:
1. The influence of celebrity athlete endorser toward purchase intention
The value of t – test 3.904 > t-table 1.662 with the value of
significance 0.000 < α 0.05. Thus we can conclude Ho is rejected and Ha
is accepted, so that the hypothesis there is significant influence between
celebrity athlete endorser toward purchase intention, partially.
2. The influence of brand awareness toward purchase intention
The value of t counts 2.398 > t-table 1.662 with a significance
value of 0.019 < α 0.05. Thus we can conclude Ho is rejected and Ha is
accepted, so that the hypothesis there is significant influence between
brand awareness toward purchase intention, partially.
3. The influence of brand association toward purchase intention
The value of t-counts 2.850 > t-table 1.662 with the value of
significance is 0.005 < α 0.05. Thus we can conclude Ho is rejected and
112 Ha is accepted, so that the hypothesis there is significant influence
between brand associations toward purchase intention, partially.
4. The influence of brand personality toward purchase intention
The value of t-counts 2.193 > t-table 1.662 with the significance
value of 0.031 < α 0.05. Thus we conclude Ho is rejected and Ha is
accepted, so that the hypothesis there is significant influence between
brand personalities toward purchase intention.
5. The influence of celebrity athlete endorser, brand awareness, brand
association, brand personality towards purchase intention, simultaneously
From the test ANOVA or the F – test value is obtained, which is
115.935 with probabilities of 0.000. Due to the fact that probabilities are
smaller than 0.05 and the F test value is higher than the F- table value, F –
table is 2.471. The value of F – test is 115.935 > F – table 2.471, and the
significance value is 0.000 < 0.05, it can be concluded that independent
variable, those referring to celebrity athlete endorser, brand awareness,
brand association, and brand personality simultaneously (together) have
influence towards purchase intention.
B. Implications
The implication of this study indicates that celebrity athlete endorser,
brand awareness, brand association, and brand personality significantly
influence consumers purchase intention of Pocari Sweat. The findings of this
research show that celebrity athlete endorser, brand awareness, brand
association, and brand personality explain 82,7% of the purchase intention of
Pocari Sweat. The rest of 17,3% is influenced by other factors that are not
113 included in this research. This research shows that there are other factors, which possibly influence purchase intention. Another factor that possibly influences purchase intention is consumer-based brand equity.
According to Hadi Moradi (2011:543), consumer-based brand equity is a way to influence purchase intention.
From this study could also be a material consideration that should be emphasized by the company to influence and improve each consumer to consume isotonic drinks of Pocari Sweat. In this case, the variable of brand associations in Pocari Sweat advised to maintain and improve marketing strategies on the brand association, in order to brand associations of the isotonic drink Pocari Sweat become a broader view of consumers that can increase even more consumers’ purchase intention. Because based on the respondent's assessment that one indicator is the lifestyle / personality, which explains that the Pocari Sweat consumed by people that a hard worker and sweat a lot (athlete) were high category. Then, the company could increase sales by adding in advertising so that people consume pocari sweat three times a day. First, after lunch, after work, and after / before sleep.
In this research, there is a weakness of this research in determining the respondents by income per month. Because the respondents are confused when they have amount of income per month 2,500,000. Then, the respondent may possible to choose the income per month 1,000,000 – 2,500,000 or
2,500,000 – 5,000,000. It can be conclude that the research has the weaknesses.
114 C. Recommendations
The result of this research states that celebrity athlete endorser, brand
awareness, brand association, and brand personality is essential aspect in
improving purchase intention. Thus researcher will provide some suggestions
for further research:
1. PT. Amerta Indah Otsuka has to maintain election celebrity endorsers
from football athletes in advertising of Pocari Sweat, which has the ability
to provide information about products and the ability to attract the
attention of potential customers which in turn can influence consumers to
buy. Recently, Indonesian Football just became champion in AFF Cup U-
19 2013 and runner-up trophy in the Islamic Solidarity Games 2013. Evan
Dimas is the best player in the AFF Cup U-19 2013. By using Evan Dimas
as athlete endorser for Pocari Sweat products could allow the company to
maintain its position in the minds of consumers.
2. PT. Amerta Indah Otsuka as a isotonic drink company has to focus on
consumers’ purchase intentions and considers brand awareness as the most
important factor in business of isotonic drink cateory, the consumer is
more aware to the product that give many benefit.
3. PT. Amerta Indah Otsuka has to continue to maintain and improve the
product impressions in consumer’ mind, company could conduct through
increased marketing communication in the target market. The
communication can be done through print or electronic media. In the
electronic media (television), Pocari Sweat have to display their ads on
115 prime time (family) or at the time of events with a good rating and the
broadcasts are repeatedly, so it will affect consumer’s mind about the
product. The impressions that are conveyed repeatedly will create a
positive and strong image, finally will affect consumers in the decision to
purchase and consume Pocari Sweat products.
4. Companies should pay more attention to the establishment of a clear and
strong brand personality in the product, because it will be consumers in the
purchase of products that suits him.
116 REFERENCE
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Belch, George E and Michael A. Belch. “Advertising and Promotion”. 5th edition, McGraw Hill, New York, 2001.
Belch, George E and Michael A. Belch. “Advertising and Promotion”. 6th edition, McGraw hill, New York, 2003.
Cooper, Donald R and Pamela S. Schindler. “Marketing Research”, McGraw Hill, New York, 2006.
Durianto, et. all. “Brand Equity Ten: Strategy to lead the market”, PT. Gramedia Pustaka Utama, Jakarta, 2004.
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117 Kuenzel, Sven. “The Effects of Country of Origin and Customer-Based Brand Equity on Purchasing Intention”, Journal of International Management Studies, Volume 10, Number 3, London, 2010.
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119
APPENDIX
Lampiran - Lampiran
Kuesioner / Questionnaire 1. - Sebutkan merek minuman berisotonik yang diiklankan oleh Irfan Bachdim yang anda ketahui di jual di pasar? - Please mention brand of isotonic drink advertised by Irfan Bachdim that you know and sold in the market?
POCARI SWEAT
POWERADE
MIZONE
VITA ZONE
AQUARIUS
2. Apakah anda mengenal minuman berisotonik merek Pocari Sweat? Do you know the isotonic drink brand of Pocari Sweat? a. Ya, saya mengenal dan telah menuliskannya dipertanyaan no. 1 Yes, I know and have written in the question no. 1
b. Tidak mengenal sama sekali Not familiar at all
3. Dari mana anda mengenal merek ? Where do you get to know Pocari Sweat?
a. Iklan di Radio (Ads on Radio) b. Surat Kabar (Newspaper) c. Iklan di TV (Ads on TV) d. Papan Reklame (Billboard) e. Teman (Friends) f. Lainnya (Others), ______
Lampiran – Lampiran
KUESIONER PERTANYAAN
Responden yang terhormat,
Sehubungan dengan diadakannya penelitian mengenai “ Pengaruh Dukungan Atlet Selebriti, Kesadaran Merek, Asosiasi Merek dan Kepribadian Merek terhadap Minat Beli Pocari Sweat (studi kasus di Zona Futsal) “ Saya yang berkualifikasi dibawah ini:
Nama : Gugun Wiguna
NIM : 108081100001
Jurusan : Manajemen Pemasaran
Falkutas : Falkutas Ekonomi dan Bisnis
Universitas : UIN Syarif Hidayatullah Jakarta
Oleh karena itu, saya mohon kepada saudara dan saudari responden, untuk bersedia menjawab kuesioner ini. Saya mengharapkan bantuan saudara dan saudari untuk memberikan jawaban yang jujur dan sesungguhnya. Data yang saudara dan saudari berikan akan dijamin kerahasiannya, karena jawaban tersebut akan dijadikan bahan penelitian dan tidak untuk dipublikasikan. Besar harapan saya atas bantuan saudara dan saudari untuk membantu penelitian ini dalam penyusunan tugas akhir sebagai salah satu syarat kelulusan.
Karakteristik Responden
Berikan tanda checklist (√) sesuai jawaban yang menurut anda benar.
Nama Responden :
Usia : 19 tahun ke bawah
19 –25 tahun
25 tahun ke atas
Gender : Pria
Wanita
Penghasilan : < Rp 1.000.000
Rp 1.000.000 – Rp 2.500.000
Rp 2.500.000 – Rp 5.000.000
>Rp 5.000.000
Atas kesediaan dan bantuannya dalam penyelesaian kuesioner ini, saya mengucapkan banyak terima kasih kepada responden.
Petunjuk Pengisian kuesioner : SS = Sangat Setuju S = Setuju R = Ragu TS = Tidak Setuju STS = Sangat Tidak Setuju
Dukungan Atlet Selebriti (X1) ( Irfan Bachdim )
No Pertanyaan SS S R TS STS 1 Kepercayaan Irfan Bachdim sebagai model iklan Pocari Sweat mempunyai kepribadian yang jujur 2 Irfan Bachdim model iklan Pocari Sweat mempunyai intergritas yang tinggi dalam hal dunia sepak bola 3 Keahlian Irfan Bachdim model iklan Pocari Sweat mempunyai pengetahuan yang baik untuk mendukung sebuah produk 4 Irfan Bachdim model iklan Pocari Sweat mempunyai pengalaman yang banyak untuk menyajikan iklan yang kreatif 5 Irfan Bachdim model iklan Pocari Sweat mempunyai keahlian komunikasi yang baik untuk mendukung sebuah produk 6 Daya Tarik Irfan Bachdim model iklan Pocari Sweat mempunyai penampilan fisik yang baik 7 Irfan Bachdim model iklan Pocari Sweat mempunyai kepribadian yang baik 8 Irfan Bachdim model iklan Pocari Sweat mempunyai gaya hidup yang menarik 9 Respek Irfan Bachdim model iklan Pocari Sweat mempunyai kualitas prestasi yang baik dalam dunia atlet selebriti (sepak bola) 10 Kesamaan Iklan yang ditampilkan Irfan Bachdim model iklan Pocari Sweat cocok untuk semua jenis kelamin sesuai dengan segmen Pocari Sweat 11 Iklan yang ditampilkan Irfan Bachdim model iklan Pocari Sweat cocok untuk semua umur ( Tua atau Muda ) sesuai dengan segmen Pocari Sweat 12 Irfan Bachdim model iklan Pocari Sweat mempunyai gaya hidup keanggunan dan simple sesuai dengan lifestyle model iklan Pocari Sweat
Brand Awareness (X2)
No Pertanyaan SS S R TS STS 1 Apakah Pocari Sweat adalah merek utama dari berbagai merek/produk yang ada di benak Anda 2 Apakah konsumen mampu mengingat kembali merek minuman berisotonik tanpa melihat merek Pocari Sweat (logo/simbol) 3 Apakah konsumen mengenal kembali dari merek minuman berisotonik setelah melihat merek Pocari Sweat 4 Apakah Pocari Sweat sebagai minumn isotonic yang tidak dikenal
Brand Association (X3)
No Pertanyaan SS S R TS STS 1 Atribut Produk Apakah Pocari Sweat merupakan merek terkenal 2 Apakah Pocari Sweat memiliki kemasan yang menarik 3 Atribut Produk Tak Berwujud Apakah Pocari Sweat memiliki image yang baik 4 Manfaat Apakah Pocari Sweat mampu menggantikan cairan tubuh yang hilang karena aktifitas 5 Apakah Pocari Sweat mampu memulihkan tenaga 6 Apakah Pocari Sweat mampu mencegah dehidrasi 7 Gaya Hidup / Kepribadian Apakah Pocari Sweat dikonsumsi oleh orang-orang yang suka beraktifitas 8 Apakah Pocari Sweat dikonsumsi oleh olahragawan/olahragawati 9 Persaingan Apakah Pocari Sweat mampu mengungguli para pesaingnya
Brand Personality (X4)
No Pertanyaan SS S R TS STS 1 Ketulusan Menurut Anda Kepribadian merek Pocari Sweat jujur 2 Menurut Anda Kepribadian merek Pocari Sweat rendah hati 3 Menurut Anda Kepribadian merek Pocari Sweat menyehatkan 4 Menurut Anda Kepribadian merek Pocari Sweat sopan 5 Kegembiraan Menurut Anda Kepribadian merek Pocari Sweat menggairahkan 6 Menurut Anda Kepribadian merek Pocari Sweat bersemangat 7 Menurut Anda Kepribadian merek Pocari Sweat unik 8 Kompetensi Menurut Anda Kepribadian merek Pocari Sweat terjamin / aman 9 Menurut Anda Kepribadian merek Pocari Sweat menyenangkan 10 Menurut Anda Kepribadian merek Pocari Sweat handal 11 Keduniawian Menurut Anda Kepribadian merek Pocari Sweat menyegarkan 12 Kekasaran Menurut Anda Kepribadian merek Pocari Sweat kokoh 13 Menurut Anda Kepribadian merek Pocari Sweat tangguh
Intensi Pembelian (Y)
No Pertanyaan SS S R TS STS 1 Pengenalan masalah Apakah Anda melakukan pembelian product Pocari Sweat karena kebutuhan 2 Pencarian Informasi Apakah Anda melakukan keputusan pembelian produk Pocari Sweat berdasarkan referensi dari Media 3 Apakah Anda melakukan keputusan pembelian produk Pocari Sweat berdasarkan referensi dari keluarga atau teman 4 Evaluasi Alternatif Apakah Anda mempertimbangkan manfaat produk sebelum melakukan keputusan pembelian produk Pocari Sweat 5 Apakah Anda membandingkan manfaat produk dengan pesaingnya sebelum melakukan keputusan pembelian produk Pocari Sweat 6 Purchase Intention Apakah Anda berniat sering membeli Pocari Sweat 7 Apakah Anda berencna membeli Pocari Sweat lebih sering 8 Keputusan Pembelian Apakah Anda meminta rekomendasi dari pihak lain dalam keputusan pembelian produk Pocari Sweat 9 Apakah Anda melakukan keputusan pembelian produk Pocari Sweat karena rasa percaya pada produk Pocari Sweat 10 Apakah Anda sangat berhati-hati dalam melakukan keputusan pembelian 11 Pasca keputusan Pembelian Apakah Product Pocari Sweat sesuai dengan kebutuhan anda 12 Apakah Anda merasa puas dengan keputusan pembelian produk Pocari Sweat
Appendix
QUESTIONNAIRE
Dear honorable respondent,
In line with the research on “the influence of celebrity athlete endorsement, brand awareness, brand association, and brand personality towards purchase intention (Case Study on The Advertisement of Pocari Sweat Version Irfan Bachdim).
I’am with qualification below:
Name : Gugun Wiguna
ID : 108081100001
Major : Marketing Management
Faculty : Faculty of Economy and Business
University : UIN Syarif Hidayatullah Jakarta
Therefore, I appeal to respondent, to be willing to answer this questionnaire. I expect help from respondents to give an honest and real. The data from respondents will be surely protected, since the response will be used as research material and not for publication. Hopefully with willingness of respondents to participate in the arrangement of this final research as a provision of graduation.
Characteristics of Respondents
Checklist (√) on the answer choice that you feel correct:
Name of respondents:
Age : 19 years old
19 –25 years old
25 years old
Gender : Male
Female
Income Per Month : < Rp 1.000.000
Rp 1.000.000 – Rp 2.500.000
Rp 2.500.000 – Rp 5.000.000
>Rp 5.000.000
I am grateful for your willingness and assistance in the completion of this questionnaire.
Instructions for the questionnaire: SA = Strongly Agree A = Agree D = Doubt DA = Disagree SD = Strongly Disagree
Celebrity Athlete Endorser (X1) (Irfan Bachdim)
No SA A D DA SD 1 Trustworthiness Irfan Bachdim is the role model of Pocari Sweat with an honest personality 2 Irfan Bachdim is the role model of Pocari Sweat with a high integrity 3 Skill Irfan Bachdim is the role model of Pocari Sweat with a good knowledge on how to endorse the product 4 Irfan Bachdim is the role model of Pocari Sweat with many experiences to perform creative advertising 5 Irfan Bachdim is the role model of Pocari Sweat with a good communication skill to endorse the product 6 Attraction Irfan Bachdim is the role model of Pocari Sweat with a good physical performance 7 Irfan Bachdim is the role model of Pocari Sweat with a good personality 8 Irfan Bachdim is the role model of Pocari Sweat with an interesting lifestyle 9 Respect Irfan Bachdim is the role model of Pocari Sweat with a good achievement in the world of celebrity athletes (Soccer) 10 Similarity The Pocari Sweat ads endorsed by Irfan Bachdim is suitable for all genders of the Pocari Sweat segment 11 The Pocari Sweat ads endorsed by Irfan Bachdim is suitable for all ages of consumers of Pocari Sweat 12 Irfan Bachdim is the role model of Pocari Sweat with a simple and elegant lifestyle, sufficient lifestyle of required Pocari Sweat’s role model
Brand Awareness (X2)
No Question SS S R TS STS 1 Pocari Sweat is the main brand among the various isotonic drinks? 2 Consumers are able to recall the brand of isotonic drinks without seeing Pocari Sweat brand (logo/symbol) 3 Consumers can easily recognizing the brand after seeing Pocari Sweat brand 4 Pocari Sweat is an unknown isotonic drink
Brand Association (X3)
No Question SS S R TS STS 1 Product Attributes Pocari Sweat is a famous brand 2 Pocari Sweat has an attractive packaging 3 Intangible Product Attributes Pocari Sweat have a good image 4 Benefits Pocari Sweat is able to replace the body fluids lost through sports / stressful activities 5 Pocari Sweat is able to restore the physical power 6 Pocari Sweat is able to prevent the body from dehydration 7 Lifestyle/Personality Active people consume Pocari Sweat 8 Pocari Sweat is consumed by sport people 9 Competition Pocari Sweat is able to out-perform its competitors
Brand Personality (X4)
No Question SS S R TS STS 1 Sincerity Based on your opinion, the brand personality of Pocari Sweat is honest 2 Based on your opinion, the brand personality of Pocari Sweat is humble 3 Based on your opinion, the brand personality of Pocari Sweat is wholesome (carries oxygen and nutrients) 4 Based on your opinion, the brand personality of Pocari Sweat is modest 5 Excitement Based on your opinion, the brand personality of Pocari Sweat is exciting 6 Based on your opinion, the brand personality of Pocari Sweat is energetic 7 Based on your opinion, the brand personality of Pocari Sweat is unique 8 Competence Based on your opinion, the brand personality of Pocari Sweat is secure 9 Based on your opinion, the brand personality of Pocari Sweat is pleasing 10 Based on your opinion, the brand personality of Pocari Sweat is reliable 11 Sophistication Based on your opinion, the brand personality of Pocari Sweat is fresh 12 Ruggedness Based on your opinion, the brand personality of Pocari Sweat is outdoorsy 13 Based on your opinion, the brand personality of Pocari Sweat is tough
Purchase Intention (Y)
No Question SS S R TS STS 1 Problem Recognition Buy Pocari Sweat products because of a need 2 Information Search Your buying decisions towards Pocari Sweat rely on recommendation from Media 3 Your buying decisions towards Pocari Sweat rely on recommendation from family or friends 4 Evaluation of Alternative Make a consideration about the product benefit before making a buying decision towards Pocari Sweat 5 Make a consideration about the product benefit with other brands of isotonic drinks before making a buying decision towards Pocari Sweat 6 Purchase Intention Make frequently buy Pocari Sweat 7 Make an intend to buy Pocari Sweat more often 8 Purchase Decision Asking for a recommendation from others in the buying decision of Pocari Sweat 9 Make buying decisions towards Pocari Sweat because of your trust in Pocari Sweat 10 Be very careful in making buying decisions 11 Post Purchase Behavior Pocari Sweat is appropriate for your needs 12 Feeling satisfied with the buying decision towards Pocari Sweat
Questioner Celebrity Athlete Endorser
1 4 3 4 4 3 3 3 3 4 4 2 2 39 2 4 3 2 3 3 3 3 4 3 4 2 3 37 3 4 4 3 4 3 4 4 2 3 3 4 3 41 4 5 3 3 3 4 4 5 4 5 4 3 5 48 5 4 3 4 2 4 3 3 3 4 3 3 3 39 6 3 3 4 3 4 3 3 3 4 4 3 4 41 7 2 2 2 2 3 3 3 3 4 3 4 3 34 8 5 5 5 5 5 5 5 4 5 4 4 4 56 9 3 2 3 3 3 2 3 4 3 3 4 4 37 10 2 4 4 3 3 3 3 3 3 4 3 4 39 11 4 3 4 4 5 5 5 5 5 3 4 3 50 12 5 4 5 5 5 4 5 5 5 5 4 5 57 13 2 2 3 2 2 2 2 3 3 2 3 3 29 14 2 2 2 2 3 2 3 4 2 3 2 3 30 15 5 4 3 4 4 5 5 4 4 4 4 3 49 16 4 4 5 3 3 5 3 3 3 4 4 4 45 17 3 4 4 3 4 4 2 4 3 2 3 3 39 18 4 4 4 3 5 3 5 5 4 5 4 5 51 19 4 3 3 4 2 2 4 4 3 3 4 2 38 20 5 5 4 4 3 5 3 5 4 5 4 4 51 21 3 4 3 5 5 4 5 3 3 5 3 4 47 22 5 5 5 5 5 5 3 4 5 5 4 5 56 23 5 4 4 4 4 3 4 5 4 5 4 5 51 24 4 3 3 3 3 2 2 3 4 2 3 3 35 25 5 5 5 5 5 4 5 5 3 5 5 4 56 26 4 4 5 3 4 3 3 4 5 4 4 5 48 27 4 4 2 3 4 4 3 4 4 3 3 4 42 28 3 4 3 4 2 3 2 4 2 3 4 3 37 29 4 5 5 3 5 5 4 4 5 4 4 4 52 30 4 4 3 4 2 3 4 4 4 4 4 3 43 31 5 5 3 3 3 3 5 4 4 4 5 5 49 32 1 3 3 3 1 2 1 2 2 2 3 2 25 33 2 3 3 2 3 3 2 4 3 3 3 3 34 34 5 4 5 5 5 4 5 5 4 4 4 3 53 35 5 5 3 4 5 5 5 4 3 4 5 5 53 36 3 3 2 3 2 4 2 3 3 4 4 3 36 37 3 5 5 5 3 3 5 5 3 5 3 3 48 38 4 5 4 3 4 5 3 4 3 5 5 3 48 39 4 3 4 3 4 3 3 3 4 3 3 4 41 40 3 3 3 3 3 3 4 3 3 4 2 4 38 41 4 2 4 3 3 4 2 4 3 4 3 4 40 42 3 3 1 3 3 3 2 1 1 3 3 2 28 43 3 3 2 3 4 3 3 3 2 3 4 3 36 44 3 2 3 3 3 2 4 4 4 4 2 2 36 45 4 5 4 4 5 5 4 4 4 3 4 4 50 46 3 3 3 4 4 4 2 3 3 3 4 4 40 47 5 3 5 4 4 4 4 4 5 4 5 5 52 48 4 4 4 3 2 3 4 2 3 3 2 2 36 49 5 3 5 4 4 5 3 5 4 5 5 3 51 50 4 4 5 3 3 5 3 3 3 4 4 4 45 51 5 3 4 3 5 5 5 5 3 4 5 3 50 52 3 3 3 3 4 3 4 5 5 5 4 3 45 53 3 4 5 5 5 5 3 5 5 4 4 4 52 54 5 5 3 3 3 3 5 4 4 4 5 5 49 55 3 4 3 4 4 3 3 2 3 4 4 3 40 56 3 2 4 3 3 2 4 2 4 3 2 3 35 57 5 5 3 5 4 4 4 4 4 5 5 4 52 58 2 3 4 4 2 3 4 3 3 4 3 3 38 59 5 4 5 5 5 5 5 4 4 3 5 4 54 60 3 2 3 3 3 4 3 3 3 2 4 4 37 61 4 3 4 3 5 3 5 4 5 5 5 3 49 62 3 4 3 3 3 3 4 3 4 3 4 2 39 63 3 3 3 3 2 3 4 2 3 2 3 4 35 64 2 4 2 3 3 2 4 4 4 2 3 4 37 65 3 3 3 3 3 2 2 3 4 3 4 4 37 66 4 3 2 3 2 3 3 3 3 3 4 4 37 67 4 2 3 4 4 3 3 2 3 2 4 3 37 68 4 4 3 4 4 5 5 3 4 4 4 5 49 69 3 4 3 5 3 5 5 5 5 4 4 4 50 70 4 2 3 2 4 3 3 3 3 3 2 3 35 71 4 2 3 4 2 2 3 3 4 2 4 4 37 72 4 3 4 3 2 4 4 3 3 3 2 4 39 73 4 3 4 4 4 5 5 3 3 4 4 3 46 74 2 3 4 3 3 2 2 4 3 3 4 2 35 75 5 4 4 5 4 3 5 3 5 5 4 3 50 76 2 3 4 3 3 3 3 4 3 4 2 3 37 77 3 4 3 3 4 3 2 3 4 3 2 2 36 78 3 3 2 4 4 4 3 3 3 3 2 3 37 79 3 3 4 3 4 3 3 3 4 4 3 4 41 80 4 4 3 2 3 2 3 3 3 3 2 3 35 81 5 5 3 4 3 4 4 4 3 3 5 5 48 82 4 4 4 3 3 4 4 4 3 2 4 3 42 83 2 3 3 3 2 3 1 3 2 3 3 2 30 84 5 4 4 4 3 5 4 5 4 3 5 4 50 85 3 2 3 2 3 4 3 3 4 2 3 3 35 86 5 4 3 4 5 4 3 5 4 3 3 3 46 87 4 4 5 4 5 4 4 3 4 3 4 3 47 88 1 2 2 2 3 3 2 1 3 2 2 3 26 89 5 4 4 5 5 5 5 5 5 3 4 4 54 90 4 4 4 5 4 5 5 5 3 4 5 5 53 91 3 3 2 3 2 3 3 2 4 3 2 4 34 92 4 3 4 2 3 3 4 3 3 3 3 4 39 93 5 5 4 5 5 3 4 5 4 5 4 4 53 94 4 4 4 4 4 2 3 3 4 4 3 2 41 95 3 3 4 5 4 5 3 4 5 3 5 4 48 96 2 4 3 3 3 3 3 3 3 4 4 4 39 97 4 5 5 3 5 5 4 4 5 4 4 4 52
Brand Awareness
1 3 4 3 3 13 2 3 2 4 3 12 3 4 3 2 3 12 4 3 4 4 4 15 5 4 3 3 3 13 6 4 2 3 3 12 7 2 3 3 3 11 8 4 4 3 5 16 9 3 4 3 4 14 10 2 2 3 3 10 11 5 4 4 4 17 12 5 4 3 4 16 13 1 2 1 3 7 14 2 3 4 3 12 15 4 3 4 5 16 16 4 3 5 5 17 17 3 3 3 2 11 18 5 4 4 4 17 19 3 4 4 4 15 20 5 5 4 5 19 21 5 4 4 5 18 22 3 4 5 3 15 23 5 4 5 3 17 24 4 4 4 3 15 25 4 5 4 5 18 26 4 5 5 5 19 27 4 3 4 3 14 28 4 3 3 4 14 29 3 4 4 3 14 30 3 3 3 3 12 31 4 4 5 4 17 32 4 5 3 3 15 33 3 3 4 4 14 34 5 5 4 5 19 35 4 5 5 5 19 36 4 4 4 4 16 37 4 4 5 4 17 38 5 4 4 5 18 39 4 4 3 3 14 40 4 4 4 4 16 41 3 3 3 3 12 42 4 4 3 4 15 43 4 3 4 3 14 44 4 4 3 3 14 45 5 5 4 5 19 46 4 4 4 3 15 47 5 4 5 4 18 48 3 3 4 2 12 49 4 3 4 4 15 50 4 3 5 5 17 51 4 5 4 5 18 52 4 5 4 5 18 53 5 4 5 4 18 54 4 4 5 4 17 55 3 4 4 3 14 56 3 4 3 4 14 57 4 5 5 4 18 58 4 3 3 4 14 59 3 3 4 4 14 60 4 3 4 3 14 61 4 5 5 4 18 62 4 4 4 4 16 63 3 4 4 3 14 64 2 3 2 3 10 65 4 3 4 3 14 66 4 5 3 3 15 67 4 4 3 3 14 68 5 4 5 5 19 69 5 4 5 4 18 70 4 5 4 3 16 71 3 3 3 3 12 72 3 4 4 3 14 73 4 5 4 4 17 74 3 4 3 4 14 75 5 5 4 4 18 76 4 4 4 4 16 77 4 5 5 4 18 78 5 4 5 4 18 79 4 4 3 3 14 80 2 4 5 4 15 81 3 5 3 5 16 82 4 4 3 3 14 83 4 4 5 4 17 84 4 4 4 5 17 85 4 5 4 4 17 86 4 5 4 4 17 87 5 4 5 4 18 88 5 4 4 5 18 89 5 4 4 5 18 90 4 4 5 5 18 91 4 4 4 3 15 92 4 5 4 3 16 93 5 5 5 5 20 94 4 4 4 4 16 95 5 5 5 3 18 96 4 4 3 3 14 97 4 4 4 4 16
Brand Association 1 2 4 4 2 4 3 4 4 3 30 2 2 2 3 4 3 2 3 2 3 24 3 3 3 4 2 4 3 2 4 4 29 4 4 5 5 5 5 5 4 4 3 40 5 2 4 4 4 4 3 4 4 4 33 6 3 2 4 4 4 3 3 4 3 30 7 3 3 3 4 3 3 4 4 3 30 8 4 3 4 5 4 3 5 4 5 37 9 2 4 4 4 3 2 3 2 3 27 10 3 2 4 3 4 3 3 4 4 30 11 3 5 5 3 4 5 5 3 4 37 12 5 4 4 5 5 4 5 5 4 41 13 2 3 3 3 2 2 3 3 3 24 14 4 3 3 3 3 3 2 3 4 28 15 4 5 5 3 5 4 4 5 3 38 16 4 4 4 5 4 5 3 3 5 37 17 3 2 4 4 3 3 3 2 4 28 18 4 4 5 4 5 5 4 5 4 40 19 3 4 4 3 2 4 3 3 4 30 20 5 3 4 5 4 4 4 5 5 39 21 5 5 3 5 4 5 4 4 5 40 22 4 5 5 5 4 4 3 4 5 39 23 4 4 4 4 5 4 4 3 5 37 24 3 3 4 4 2 2 3 2 4 27 25 5 5 5 3 4 5 3 5 3 38 26 5 4 5 3 5 5 5 4 4 40 27 2 4 3 2 2 3 4 3 3 26 28 4 3 3 3 3 3 2 4 4 29 29 3 3 4 5 5 4 5 3 5 37 30 3 3 3 3 4 3 3 3 3 28 31 3 5 5 5 3 5 3 4 4 37 32 3 3 2 3 3 1 3 3 2 23 33 3 4 4 4 4 3 2 2 2 28 34 5 3 3 4 3 5 3 5 5 36 35 5 5 4 3 5 5 4 4 5 40 36 4 4 4 4 3 4 3 2 3 31 37 5 5 4 5 4 4 4 5 5 41 38 4 5 4 4 5 5 4 5 4 40 39 4 2 3 2 4 3 3 3 4 28 40 3 2 3 3 3 4 3 4 2 27 41 3 4 4 3 4 3 3 3 4 31 42 3 3 3 1 2 3 2 3 3 23 43 4 3 2 3 3 3 3 3 4 28 44 3 2 2 4 3 3 3 3 3 26 45 4 5 3 4 4 4 5 4 4 37 46 2 3 3 3 3 4 3 4 4 29 47 3 4 5 3 5 5 5 5 5 40 48 4 4 4 3 4 4 4 3 4 34 49 5 5 4 4 4 5 3 4 3 37 50 4 4 4 5 4 5 3 3 5 37 51 4 5 4 3 4 3 5 5 4 37 52 5 4 5 3 5 3 4 4 3 36 53 5 4 4 3 5 4 5 3 5 38 54 3 5 5 5 3 5 3 4 4 37 55 3 4 3 2 2 2 2 2 2 22 56 4 2 4 4 2 3 4 3 3 29 57 4 5 4 3 3 4 5 4 5 37 58 4 4 2 3 3 4 2 3 3 28 59 5 4 4 5 4 5 4 4 4 39 60 3 4 2 4 3 3 4 3 2 28 61 5 5 5 4 5 4 5 5 5 43 62 2 4 2 3 2 3 3 3 3 25 63 2 3 3 4 2 4 4 4 3 29 64 2 4 4 3 2 4 3 3 4 29 65 4 4 3 4 4 3 4 3 4 33 66 4 3 3 4 4 3 4 3 3 31 67 2 3 3 4 4 4 2 4 4 30 68 4 4 3 5 5 4 5 4 4 38 69 4 3 4 3 3 3 3 4 5 32 70 4 3 2 4 3 3 2 4 4 29 71 4 4 3 4 4 2 4 4 4 33 72 3 3 3 4 4 4 4 3 4 32 73 4 4 3 5 5 5 3 3 4 36 74 4 3 4 3 4 3 3 3 2 29 75 4 4 4 5 5 5 5 4 5 41 76 3 4 4 4 4 4 4 3 2 32 77 3 4 4 3 3 3 2 2 4 28 78 3 4 4 3 2 3 3 2 4 28 79 3 2 4 4 4 3 3 4 3 30 80 4 3 3 2 3 4 3 2 4 28 81 5 5 4 5 5 5 3 4 5 41 82 3 3 3 3 2 4 4 4 4 30 83 3 3 1 3 2 1 2 3 2 20 84 4 5 4 4 3 4 4 3 3 34 85 4 4 3 2 3 4 3 4 3 30 86 5 3 4 5 5 5 4 5 4 40 87 5 5 4 5 5 5 3 4 3 39 88 3 1 3 2 3 2 3 2 3 22 89 5 5 5 5 4 4 4 4 3 39 90 4 4 3 3 3 5 5 5 4 36 91 3 2 3 3 4 3 4 4 3 29 92 4 2 4 4 4 3 3 3 3 30 93 3 4 3 4 3 4 4 3 5 33 94 3 4 3 4 4 2 3 4 3 30 95 5 4 3 4 4 3 4 3 3 33 96 2 3 3 3 3 3 3 2 3 25 97 3 3 4 5 5 4 5 3 5 37
Brand Personality
1 4 4 4 3 3 3 4 4 3 3 3 3 4 45 2 4 4 4 3 3 3 3 4 2 3 2 4 2 41 3 4 2 4 2 3 3 3 4 3 3 3 3 4 41 4 3 5 4 5 3 4 4 3 5 5 5 3 4 53 5 4 4 4 3 2 3 4 4 2 3 3 3 2 41 6 3 4 3 4 4 3 3 4 3 4 3 3 3 44 7 2 4 4 3 4 3 3 2 4 3 3 2 2 39 8 5 3 3 4 4 5 5 5 4 4 3 5 5 55 9 4 4 4 3 4 3 4 3 2 4 4 3 4 46 10 2 3 3 2 2 2 3 2 4 4 4 3 3 37 11 3 4 5 4 5 4 5 4 4 4 5 4 5 56 12 4 3 5 3 3 4 5 3 4 4 5 5 4 52 13 1 3 1 2 3 1 3 3 3 2 2 2 2 28 14 3 4 3 4 4 3 2 3 3 3 2 4 4 42 15 3 4 3 5 4 3 3 5 3 5 5 5 4 52 16 5 4 5 4 5 3 3 5 5 4 4 5 5 57 17 3 2 4 3 3 3 3 3 2 4 3 4 3 40 18 4 5 4 5 4 4 5 5 5 4 4 5 5 59 19 3 2 4 3 4 3 4 4 3 2 4 2 2 40 20 3 4 4 3 5 5 4 3 5 4 3 4 4 51 21 5 5 4 3 4 5 5 4 5 5 5 3 4 57 22 4 5 4 3 4 4 4 4 4 5 4 5 5 55 23 3 5 4 4 4 4 5 5 4 5 5 3 4 55 24 2 4 3 3 2 3 3 2 4 3 4 2 3 38 25 5 3 5 3 5 5 4 4 5 4 5 3 4 55 26 5 3 4 4 5 4 5 4 5 4 5 3 4 55 27 2 3 4 3 3 3 3 4 3 4 3 3 2 40 28 3 3 3 3 2 3 3 3 3 2 3 3 3 37 29 5 4 5 4 4 4 4 5 3 4 4 5 5 56 30 3 3 3 3 3 2 2 4 3 2 3 3 3 37 31 5 3 3 4 3 3 4 5 5 4 5 4 4 52 32 3 3 3 1 2 3 3 3 3 2 2 2 3 33 33 2 2 4 4 4 3 3 3 4 2 4 3 3 41 34 4 5 4 4 4 5 5 3 5 5 5 5 4 58 35 5 3 5 3 4 4 5 5 4 3 4 4 4 53 36 3 2 4 4 3 3 4 2 4 4 4 4 4 45 37 3 3 4 5 4 4 3 4 3 5 4 5 5 52 38 3 5 3 3 4 5 3 4 4 4 3 3 4 48 39 3 3 3 3 2 2 4 3 3 3 3 2 3 37 40 4 4 3 4 2 3 3 2 3 3 3 2 4 40 41 3 3 3 3 3 3 4 4 3 2 2 3 3 39 42 1 1 2 2 3 3 2 2 1 2 3 3 3 28 43 4 4 2 4 3 3 4 3 3 4 2 3 3 42 44 2 4 4 3 4 4 3 3 3 2 4 3 3 42 45 4 5 5 5 4 5 3 5 3 5 5 5 3 57 46 3 2 4 3 4 4 4 3 4 3 2 3 3 42 47 4 5 5 4 5 5 4 4 5 5 4 4 4 58 48 3 3 3 3 3 4 4 2 3 3 3 4 2 40 49 4 5 4 3 3 5 4 3 5 5 3 3 5 52 50 5 4 5 4 5 3 3 5 5 4 4 5 5 57 51 5 5 4 4 5 4 5 5 5 5 4 4 5 60 52 3 3 4 4 3 5 5 5 4 3 5 5 4 53 53 4 5 5 5 5 4 5 4 5 4 4 4 5 59 54 5 3 3 4 3 3 4 5 5 4 5 4 4 52 55 3 4 4 4 4 3 4 4 4 3 3 3 3 46 56 3 3 4 3 2 3 4 3 4 2 3 3 3 40 57 4 5 3 3 4 4 3 4 4 5 5 5 5 54 58 3 4 2 4 2 3 2 3 3 4 4 2 3 39 59 4 5 5 4 5 5 5 4 5 3 5 4 4 58 60 3 2 3 2 4 3 3 4 2 3 4 3 3 39 61 4 5 4 5 3 5 3 5 3 3 5 3 5 53 62 4 3 3 4 4 4 3 3 3 3 3 4 4 45 63 2 4 3 2 3 3 3 4 4 2 4 4 3 41 64 4 3 3 2 4 2 2 2 2 3 3 4 2 36 65 3 2 2 4 3 4 2 3 4 3 2 2 3 37 66 2 4 4 4 4 3 4 3 4 4 2 3 2 43 67 4 2 4 4 3 4 4 4 3 3 3 2 4 44 68 4 4 4 5 4 5 5 5 4 4 3 5 3 55 69 4 3 5 4 3 4 4 5 4 5 4 3 4 52 70 3 2 2 2 3 3 4 4 3 3 2 3 3 37 71 4 4 4 3 3 3 4 4 4 4 3 4 3 47 72 2 2 2 3 2 3 4 3 4 3 4 3 2 37 73 3 3 4 5 3 5 5 4 4 4 3 4 4 51 74 3 3 4 3 3 3 4 3 3 2 4 3 3 41 75 4 4 5 4 4 5 4 5 5 3 4 4 5 56 76 3 3 3 4 2 3 4 3 4 4 3 3 4 43 77 4 3 3 3 3 3 4 3 2 4 3 4 4 43 78 3 2 3 2 4 4 3 3 3 3 2 2 2 36 79 3 4 3 4 4 3 3 4 3 4 3 3 3 44 80 4 3 2 3 3 4 3 3 2 4 4 3 4 42 81 5 5 4 5 4 5 5 3 4 3 3 4 5 55 82 3 4 2 4 4 3 3 3 3 3 3 3 4 42 83 3 2 2 3 3 3 2 2 2 1 3 2 1 29 84 4 5 4 4 3 4 5 5 3 3 5 3 4 52 85 3 3 4 2 3 4 4 2 3 4 3 3 4 42 86 5 5 4 4 4 4 4 5 3 3 3 3 5 52 87 3 4 4 3 5 3 5 5 5 5 5 4 4 55 88 3 2 2 2 3 1 1 2 2 3 3 3 2 29 89 3 4 4 5 5 5 4 5 4 3 5 4 3 54 90 4 3 4 3 5 5 4 5 5 5 4 4 4 55 91 3 2 3 3 3 3 3 2 2 2 3 4 2 35 92 3 2 4 3 3 3 2 3 3 4 2 4 2 38 93 3 5 3 5 4 3 3 5 5 5 4 5 5 55 94 3 3 3 4 3 4 3 3 3 3 3 4 3 42 95 5 5 4 5 3 4 3 3 5 5 4 5 5 56 96 3 4 3 4 4 2 3 3 3 3 2 4 2 40 97 5 4 5 4 4 4 4 5 3 4 4 5 5 56
Purchase Intention
1 2 3 3 2 4 3 4 3 4 2 2 4 36 2 3 3 3 3 2 3 2 3 2 2 3 4 33 3 3 3 3 3 4 3 4 4 2 4 4 4 41 4 4 3 5 5 5 5 4 3 5 4 5 3 51 5 4 4 2 3 4 3 4 3 4 3 3 3 40 6 3 3 2 3 2 3 3 2 2 3 3 3 32 7 4 3 2 3 2 4 3 2 3 2 3 4 35 8 4 3 4 4 4 3 4 4 3 5 5 5 48 9 4 2 3 4 4 4 3 3 3 2 2 4 38 10 3 3 3 3 4 4 2 2 4 3 3 2 36 11 5 4 3 4 4 3 5 5 5 4 3 4 49 12 4 3 4 5 4 4 4 5 4 3 5 4 49 13 3 2 1 3 1 3 3 3 1 3 2 2 27 14 3 3 2 3 3 4 2 3 2 4 3 3 35 15 5 3 4 5 5 4 4 5 4 4 4 5 52 16 4 5 3 4 5 3 5 3 3 4 4 5 48 17 3 4 3 4 4 2 3 2 3 2 4 4 38 18 3 3 4 4 5 4 4 5 4 4 3 5 48 19 2 3 3 2 4 3 2 4 4 3 3 3 36 20 5 3 4 3 5 5 4 4 3 3 5 5 49 21 4 4 3 5 5 5 3 3 4 5 5 4 50 22 5 4 4 5 5 5 4 5 3 5 4 5 54 23 5 3 4 5 4 5 5 5 5 4 3 3 51 24 3 3 4 4 3 3 4 3 3 3 4 4 41 25 5 3 5 3 3 4 3 4 5 5 4 5 49 26 4 3 4 3 3 3 4 3 3 3 5 4 42 27 4 2 3 2 4 3 3 3 2 2 4 4 36 28 2 3 3 3 2 3 3 2 2 4 2 4 33 29 5 5 4 4 4 5 4 4 5 4 4 5 53 30 3 4 4 4 4 3 4 4 4 3 4 3 44 31 5 3 5 4 4 4 5 5 4 3 4 5 51 32 3 1 2 3 1 3 3 3 2 2 2 3 28 33 3 4 3 3 3 3 3 2 3 3 3 3 36 34 5 4 4 3 4 3 5 5 5 5 3 4 50 35 5 5 5 5 5 4 4 4 3 5 4 3 52 36 3 4 4 2 3 2 4 4 3 3 4 3 39 37 4 5 5 4 4 5 5 4 4 3 3 4 50 38 5 4 5 5 5 4 5 4 4 4 4 3 52 39 4 4 2 2 3 2 4 4 3 3 3 4 38 40 3 4 4 3 4 2 2 3 3 4 2 3 37 41 3 2 4 3 3 4 4 3 2 3 3 3 37 42 3 3 3 1 3 3 2 2 2 3 3 1 29 43 2 4 3 4 4 2 3 2 3 3 2 4 36 44 4 4 2 3 2 4 4 4 4 2 3 4 40 45 4 5 4 4 4 5 5 4 4 4 5 4 52 46 2 3 3 2 3 4 3 3 3 4 3 2 35 47 5 4 4 5 5 4 5 5 3 4 3 4 51 48 2 2 3 3 4 3 3 2 3 3 3 4 35 49 3 5 4 4 5 5 5 4 3 5 4 4 51 50 4 5 3 4 5 3 5 3 3 4 4 5 48 51 5 5 3 4 3 4 5 3 5 5 4 4 50 52 5 5 3 5 5 5 5 5 5 4 5 5 57 53 5 3 3 5 5 3 5 3 5 5 4 5 51 54 5 3 5 4 4 4 5 5 4 3 4 5 51 55 3 4 2 3 2 3 2 3 4 3 3 3 35 56 2 3 3 3 3 2 2 4 3 4 3 3 35 57 5 3 4 3 5 5 5 4 5 4 5 5 53 58 3 3 4 3 3 3 3 4 3 4 3 3 39 59 4 4 4 3 3 5 3 4 5 3 5 4 47 60 3 3 3 3 3 4 3 3 3 3 2 2 35 61 5 3 5 5 5 5 3 4 3 3 3 4 48 62 3 3 3 4 3 4 4 2 4 3 3 3 39 63 4 2 3 2 3 3 2 4 4 3 4 3 37 64 3 2 3 4 4 4 4 3 4 2 4 2 39 65 2 4 2 2 4 3 3 3 3 4 3 3 36 66 4 4 3 4 4 4 3 2 2 4 4 3 41 67 4 3 4 2 2 4 4 2 3 4 3 4 39 68 4 5 4 5 4 4 3 5 5 5 5 3 52 69 3 4 5 5 3 5 3 4 5 5 5 4 51 70 4 3 3 3 2 3 2 3 2 3 2 3 33 71 4 4 3 4 2 3 3 4 4 3 3 3 40 72 4 3 3 2 2 2 3 3 3 3 3 3 34 73 5 5 3 5 5 4 4 5 5 5 3 5 54 74 2 3 3 2 3 4 2 4 3 3 2 3 34 75 4 4 3 4 3 3 5 5 4 3 4 5 47 76 2 3 3 3 3 2 3 3 3 4 3 3 35 77 4 3 3 3 2 2 2 3 2 4 3 4 35 78 3 3 3 3 3 3 4 4 3 3 4 2 38 79 3 3 2 3 2 3 3 2 2 3 3 3 32 80 4 2 3 2 4 3 3 3 3 4 4 2 37 81 4 3 4 5 4 4 4 3 4 4 5 3 47 82 4 3 3 3 3 3 3 4 3 2 2 3 36 83 3 3 3 3 2 2 3 1 3 3 3 3 32 84 4 4 4 5 5 4 4 4 3 3 4 5 49 85 4 3 4 3 4 3 3 3 4 3 3 3 40 86 5 4 5 4 4 5 5 5 5 4 4 4 54 87 4 5 4 5 5 5 5 4 4 5 3 5 54 88 3 2 2 1 2 1 3 3 3 2 3 2 27 89 5 5 5 5 5 5 3 5 4 4 4 4 54 90 4 5 3 4 4 4 4 4 4 4 4 4 48 91 3 3 3 4 3 2 3 4 4 3 4 4 40 92 3 4 4 3 3 4 4 3 4 3 3 3 41 93 5 4 4 5 4 5 4 5 5 4 3 5 53 94 3 3 2 3 4 3 3 4 3 3 3 2 36 95 5 4 5 4 3 3 4 5 3 4 5 4 49 96 3 3 2 3 2 3 4 3 2 3 3 2 33 97 5 5 4 4 4 5 4 4 5 4 4 5 53
Result Output SPSS 19 Windows Celebrity Endorsement Validity
Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha Item Deleted Item Deleted Total Correlation if Item Deleted CAE1 39.9600 57.207 .742 .907 CAE2 40.2800 58.127 .768 .906 CAE3 40.1600 59.723 .659 .911 CAE4 40.2800 57.877 .749 .907 CAE5 40.0800 58.160 .750 .907 CAE6 40.2800 57.877 .683 .910 CAE7 40.1600 58.640 .640 .912 CAE8 40.0000 62.333 .530 .916 CAE9 40.0800 62.243 .555 .915 CAE10 40.0400 58.290 .713 .908 CAE11 40.3200 62.893 .560 .915 CAE12 40.1600 61.140 .590 .914
Reliability Statistics
Cronbach's Alpha N of Items .918 12
Brand Awareness
Validity
Item-Total Statistics
Scale Mean if Item Scale Variance if Corrected Item- Cronbach's Deleted Item Deleted Total Correlation Alpha if Item Deleted BAW1 10.7200 4.460 .621 .689 BAW2 10.8400 5.307 .642 .680 BAW3 10.7600 5.690 .483 .757 BAW4 10.6400 5.490 .556 .721
Reliability Statistics
Cronbach's Alpha N of Items .769 4
Brand Association
Validity
Item-Total Statistics Scale Mean if Item Scale Variance if Corrected Item- Cronbach's Alpha Deleted Item Deleted Total Correlation if Item Deleted BAS1 29.8800 22.860 .724 .811 BAS2 29.6800 24.060 .559 .830 BAS3 29.2800 26.877 .496 .837 BAS4 29.4800 26.427 .360 .851 BAS5 29.5600 23.590 .708 .814 BAS6 29.7600 21.940 .795 .801 BAS7 29.8000 25.917 .503 .835 BAS8 29.6800 24.227 .571 .829 BAS9 29.4400 27.423 .339 .849
Reliability Statistics
Cronbach's Alpha N of Items .846 9
Brand Personality
Validity
Item-Total Statistics
Scale Mean if Item Scale Variance if Corrected Item- Cronbach's Alpha Deleted Item Deleted Total Correlation if Item Deleted BPT1 43.7200 57.543 .595 .886 BPT2 43.4000 61.167 .417 .894 BPT3 43.3600 60.157 .532 .889 BPT4 43.8000 59.917 .556 .888 BPT5 43.5200 59.593 .545 .888 BPT6 43.7200 56.127 .764 .877 BPT7 43.4000 59.167 .600 .886 BPT8 43.4800 59.343 .537 .888 BPT9 43.5200 58.427 .540 .889 BPT10 43.4000 57.833 .707 .881 BPT11 43.4400 58.090 .573 .887 BPT12 43.6400 58.157 .552 .888 BPT13 43.5200 55.010 .779 .876
Reliability Statistics
Cronbach's Alpha N of Items .894 13
Purchase Intention
Validity
Item-Total Statistics
Scale Mean if Item Scale Variance if Corrected Item- Cronbach's Alpha Deleted Item Deleted Total Correlation if Item Deleted
PIN1 38.9200 49.160 .676 .874 PIN2 39.4400 55.257 .337 .889 PIN3 39.4000 48.167 .728 .870 PIN4 38.9600 49.207 .664 .874 PIN5 38.8400 46.890 .703 .871 PIN6 38.9600 52.207 .485 .884 PIN7 39.1200 50.527 .577 .879 PIN8 39.1200 48.860 .612 .877 PIN9 39.2400 49.607 .535 .882 PIN10 39.2000 49.250 .614 .877 PIN11 39.0800 49.910 .595 .878 PIN12 38.7600 51.023 .530 .881
Reliability Statistics
Cronbach's Alpha N of Items .887 12
Coefficientsa
Model Unstandardized Coefficients Standardized T Sig. Coefficients B Std. Error Beta (Constant) .525 1.428 .368 .714 CAE .087 .062 .338 1.414 .161 1 BAW .019 .104 .023 .179 .858 BAS .069 .074 .191 .922 .359 BPT -.092 .060 -.387 -1.521 .132 a. Dependent Variable: ABS_RES
Model Summaryb
Model R R Square Adjusted R Std. Error of the Durbin-Watson Square Estimate
1 .913a .834 .827 3.27598 1.931 a. Predictors: (Constant), BPT, BAW, BAS, CAE b. Dependent Variable: PIN
ANOVAa
Model Sum of Squares df Mean Square F Sig. Regression 4976.880 4 1244.220 115.935 .000b 1 Residual 987.347 92 10.732 Total 5964.227 96 a. Dependent Variable: PIN b. Predictors: (Constant), BPT, BAW, BAS, CAE
Coefficientsa
Model Unstandardized Standardized t Sig. Collinearity Statistics Coefficients Coefficients B Std. Error Beta Tolerance VIF (Constant) -2.907 2.384 -1.220 .226 CAE .402 .103 .391 3.904 .000 .180 5.562 1 BAW .416 .173 .129 2.398 .019 .624 1.602 BAS .355 .124 .247 2.850 .005 .239 4.178 BPT .221 .101 .234 2.193 .031 .159 6.307 a. Dependent Variable: PIN