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