THE INFLUENCE OF CELEBRITY ATHLETE ENDORSER, BRAND...

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)

i

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)

ii

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

iii

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

iv

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.

v

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

vi

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

vii

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

viii

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

ix

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

x

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

xi

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

xii

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

xiii

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


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


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

xiv

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

xv

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

1

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

2

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).

3

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

4

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

5

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.

6

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

7

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


4. Is there any influence of brand personality toward consumer’s purchase


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

8

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


d. To analyze the influence of brand personality toward consumer’s


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

9

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.

10

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

11

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.

12

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

13

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

14

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.

15

(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:

16

Figure 2.1

Elements in The Communication Process

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

Sender Encoding Message

Media

Decoding Receiver

Feedback Response

Noise

17

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):

18

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.

19

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

20

Figure 2.2

The Values of brand Awareness

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:

Brand Awareness

Brand awareness becomes other association

Familiar

Substances or Commitment

Considering brand

21

Figure 2.3

Pyramid of Brand Awareness

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

Top of Mind

Brand Recall

Brand Recognition

Unaware of Brand

22

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),

23

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

24

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.

25

Figure 2.4

Five Brand Personality Traits

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.

Five Brand Personality Traits

Sincerity

(honest,

wholesome,

and fun

cheerful)

Excitement

(daring,

spirited,

imaginative,

and up-to-

date)

Competence

(reliable,

intelligent and

successful)

Sophistication (upper class and

charming)

Ruggedness (outdoorsy

and tough)

26

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.

27

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

Source: Kotler, P.,(2003), Marketing Management, 11th

edition, Prentice Hall,

p.207.

Post purchase

behavior

Purchase Decision

Information search

Need Recognition

Evaluation of

Alternative

Purchase Intention

28

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.

29

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.

30

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.

31

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

32

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.

33

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.

34

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

35

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

36

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

37

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.

38

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

39

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

40

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.


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

41

decision to buy and consume a product.


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).


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

42

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).


H1 : Celebrity athlete endorser, brand awareness, brand association, and

brand personality has significant influence to purchase intention.

43

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

44

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.

45

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.

46

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.

47

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

PRETEST THE QUESTIONNAIRE

ARRANGE THE QUESTIONS IN PROPER ORDER

REPRODUCE THE QUESTIONNAIRE

DETERMINE THE QUESTION WORDING

DECIDE ON THE QUESTION STRUCTURE

DESIGN THE QUESTIONS TO OVERCOME THE

RESPONDENTS INABILITY AND UNWILLINGNESS TO

ANSWER

SPECIFY THE INFORMATION NEEDED

SPECIFY THE TYPE OF INTERVIEWING METHOD

DETERMINE THE CONTENT OF INDIVIDUAL QUESTIONS

Source: (Malhotra, 2009:331)

48

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:

49

Table 3.1

Likert Scale

Strongly

Disagree

Disagree Doubtful Agree Strongly

Agree

Assessment

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

50

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

51

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:

52

Table 3.2

Reliability Instrument Scale

Interval Coefficient Level of Reliability

< 0,200

0,200-0,399

0,400-0,599

0,600-0,799

0,800-1,00

Very Low

Low

Sufficient

High

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

53

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

54

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

55

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

56

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).

57

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.

58

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.

59

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).

60

G. Table of Research Variable Operational

Table 3.3

Research Variable Operational

Variable Sub Variable Indicator Scale

Celebrity

Athlete

Endorser

(X1)

(Terence

A. Shimp,

2010:252).

Trustworthiness 1. Honesty

2. Integrity

Ordinal

Expertise 3. Knowledge

4. Experience

5. Skills

Physical

Attractiveness

6. Physical look

7. Personality properties

8. Attractive lifestyle

Respect 9. Quality accomplishment.

Similarity 10. Sex

11. Age

12. Lifestyle

Brand

Awareness

(X2)

(David A.

Aaker,

(1997:97)

in Durianto

et al,

(2004:7).)

Top of Mind 1. Pocari Sweat is the main brand of the

various brands that exist in the minds of

consumers

Ordinal

Brand recall 2. Recall of brand without the aid or unaided

recall

Brand

Recognition

3. The introduction of a brand appears again

after the recall through the aid (aided call)

Unaware of

Brand

4. Consumers are not aware of a brand.

61


Brand

Association

(X3)

(Durianto

and

Sitinjak

(2001) in

Eka Setya

Nurani and

Jony

Oktavian

Haryanto,

2011:110)

Product

Attributes

1. Pocari Sweat is a famous brand

1. Pocari Sweat has attractive packages

Ordinal

Intangible

Product

Attributes

2. Good Image

Benefits 3. Substitute of body ion

4. Restoring power

5. Prevent dehydration

Lifestyle /

Personality

Pocari Sweat is consumed by;

6. Hard workers

7. People who sweat a lot (athlete)

Competition 8. Compete able

62


Brand

Personality

(X4)

(Kotler &

Amstrong,

2006:140)

Sincerity 1. Honest Ordinal

2. Humble

3. Wholesome

4. Modest

Excitement 5. Exciting

6. Spirited

7. Unique

Competence 9. Secure

1) Convenience

11. Reliable

Sophistication 12. Fresh

Ruggedness 13. Solid

14. Tough

15. Rugged

63


Purchase

Intention

(Y) (Kotler

and

Armstrong,

2006:147)

Need

Recognition

1. Need for the products Ordinal

Information

Search

Obtain information about Pocari Sweat from

other parties, such as;

2. Family, friends, and Mass media

(newspaper, television)

Evaluation of

alternative

Conducting thorough consideration before

purchasing;

3. The benefits of consuming Pocari Sweat

4. Comparing with other brands of isotonic

drinks

Purchase

Intention

(Kumar et al,

2009:3) in

Anniza Fitra

Azwardi

(2012:37)

5. Intention to purchase this brand

6. Make plans to purchase the products more

often

Purchase

Decision

7. The brand of isotonic drink that will be

bought

8. The decision where to make a purchase

9. When to make a purchase isotonic drink

Post Purchase

Behavior

10. Feel satisfaction after consuming

11. Possibility to buy back

12. Consuming these products until exhausted

64

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

65

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.

66

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.

67

b. General Description of Respondents by Sex

The population chosen for the survey is the following:

Table 4.2

Sex

Sex Frequency Percent Valid

Percent

Cumulative

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

68

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.

69

Table 4.4

Validity Test: Celebrity Athlete Endorser

Item-Total Statistics

Scale Mean if

Item Deleted

Scale Variance if

Item Deleted

Corrected Item-

Total Correlation

Cronbach's Alpha

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


Scale Mean if

Item Deleted

Scale Variance if

Item Deleted

Corrected Item-

Total Correlation

Cronbach's 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

70


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


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Cronbach's Alpha

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


valid, because the score of corrected item-total correlation > 0.30. This


item-total correlation is > 0,30, this means the data is valid.

Table 4.7

Validity Test: Brand Personality


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Cronbach's Alpha

if Item Deleted

BPT1 43.7200 57.543 .595 .886

BPT2 43.4000 61.167 .417 .894

BPT3 43.3600 60.157 .532 .889

71

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


item-total correlation is more than 0.30. This means the data is valid.

Table 4.8

Validity Test: Purchase Intention (Y)


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Cronbach's Alpha

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


valid, because the score is corrected item-total correlation > 0.30. This


72

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

73

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)



.769 4


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)



.846 9



association Cronbach alpha is 0.846. This is reliable because the score of


Table 4.12

Reliability of Brand Personality (X4)



.894 13



74

personality Cronbach alpha is 0.894. This is reliable because the score of


Table 4.13

Reliability of Purchase Intention (Y)



.887 12



personality Cronbach alpha is 0.898. This is reliable because the score of


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

Drinks

Frequency Percent

Pocari Sweat

Powerade

Mizone

Vita Zone

Aquarius

97

0

0

0

0

100%

0

0

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

75

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

the question no. 1

97 100%

Not familiar at all 0 0%


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

Newspaper

Ads on TV

Billboard

Friends

Others (Internet)

4

3

73

7

2

8

4%

3%

73%

7%

2%

8%


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).

76

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

Disagree

Doubtful

Agree

Strongly Agree

Total

2

11

27

34

23

97

2%

11%

27%

34%

23%

100%


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


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

13

35

34

15

97

0%

13%

35%

34%

15%

100%





77

Table 4.19

Irfan Bachdim is the role model of Pocari Sweat with

a good knowledge on how to endorse the product


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

11

38

31

16

97

1%

11%

38%

31%

16%

100%




and 1 respondent strongly disagree.

Table 4.20

Irfan Bachdim is the role model of Pocari Sweat with many experiences to

perform creative advertising


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

10

45

26

16

97

0%

10%

45%

26%

16%

100%





78

Table 4.21


a good communication skill to endorse the product


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

13

35

28

20

97

1%

13%

35%

28%

20%

100%





Table 4.22


a good physical performance


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

14

39

21

23

97

0%

14%

39%

21%

23%

100%





79

Table 4.23

Irfan Bachdim is the role model of Pocari Sweat with a good personality


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

2

13

35

25

22

97

2%

13%

35%

25%

22%

100%





Table 4.24

Irfan Bachdim is the role model of Pocari Sweat with an interesting lifestyle


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

2

8

36

33

18

97

2%

8%

36%

33%

18%

100%





80

Table 4.25


a good achievement in the world of celebrity athletes (Soccer)


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

5

40

35

16

97

1%

5%

40%

35%

16%

100%





Table 4.26

The Pocari Sweat ads endorsed by Irfan Bachdim is suitable

for all genders of the Pocari Sweat segment


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

12

36

34

15

97

0%

12%

36%

34%

15%

100%




81


Table 4.27

The Pocari Sweat ads endorsed by Irfan Bachdim is suitable

for all ages of consumers of Pocari Sweat


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

15

24

43

15

97

0%

15%

24%

43%

15%

100%





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


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

11

37

36

13

97

0%

11%

37%

36%

13%

100%




82


c. Questionnaire of Brand Awareness

Table 4.29

Pocari Sweat is the main brand among the various isotonic drinks?


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

5

20

51

20

97

1%

5%

20%

51%

20%

100%





Table 4.30

Consumers are able to recall the brand of isotonic drinks without seeing

Pocari Sweat brand (logo/symbol)


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

4

22

49

22

97

0%

4%

22%

49%

22%

100%



83



Table 4.31

Consumers can easily recognizing the brand after seeing Pocari Sweat brand


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

2

26

45

23

97

1%

2%

26%

45%

23%

100%





Table 4.32

Pocari Sweat is an unknown isotonic drink


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

10

38

36

13

97

0%

10%

38%

36%

13%

100%





84

d. Questionnaire of Brand Association

Table 4.33

Pocari Sweat is a famous brand


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

12

33

34

18

97

0%

12%

33%

34%

18%

100%





Table 4.34

Pocari Sweat has an attractive packaging


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

11

28

37

20

97

1%

11%

28%

37%

20%

100%





85

Table 4.35

Pocari Sweat has a good image


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

7

33

43

13

97

1%

7%

33%

43%

13%

100%





Table 4.36

Pocari Sweat is able to replace the body fluids

lost through sports / stressful activities


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

8

34

33

21

97

1%

8%

34%

33%

21%

100%





86

Table 4.37

Pocari Sweat is able to restore the physical power


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

13

28

36

20

97

0%

13%

28%

36%

20%

100%





Table 4.38

Pocari Sweat is able to prevent the body from dehydration


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

2

8

35

30

22

97

2%

8%

35%

30%

22%

100%





87

Table 4.39

Active people consume Pocari Sweat


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

11

40

31

15

97

0%

11%

40%

31%

15%

100%





Table 4.40

Pocari Sweat is consumed by sport people


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

12

35

37

13

97

0%

12%

35%

37%

13%

100%





88

Table 4.41

Pocari Sweat is able to out-perform its competitors


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

9

32

36

20

97

0%

9%

32%

36%

20%

100%





e. Questionnaire of Brand Personality

Table 4.42

Based on your opinion, the brand personality of Pocari Sweat is honest


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

2

9

42

29

15

97

2%

9%

42%

29%

15%

100%





89

Table 4.43

Based on your opinion, the brand personality of Pocari Sweat is humble


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

16

30

30

20

97

1%

16%

30%

30%

20%

100%





Table 4.44

Based on your opinion, the brand personality of Pocari Sweat is wholesome

(carries oxygen and nutrients)


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

10

29

43

14

97

1%

10%

29%

43%

14%

100%





90

Table 4.45

Based on your opinion, the brand personality of Pocari Sweat is modest


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

11

36

36

14

97

2%

11%

36%

36%

14%

100%





Table 4.46

Based on your opinion, the brand personality of Pocari Sweat is exciting


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

11

37

36

13

97

0%

11%

37%

36%

13%

100%





91

Table 4.47

Based on your opinion, the brand personality of Pocari Sweat is energetic


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

2

5

44

28

18

97

2%

5%

44%

28%

18%

100%





Table 4.48

Based on your opinion, the brand personality of Pocari Sweat is unique


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

8

34

36

18

97

1%

8%

34%

36%

18%

100%





92

Table 4.49

Based on your opinion, the brand personality of Pocari Sweat is secure


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

12

33

28

24

97

0%

12%

33%

28%

24%

100%





Table 4.50

Based on your opinion, the brand personality of Pocari Sweat is pleasing


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

11

36

28

21

97

1%

11%

36%

28%

21%

100%





93

Table 4.51

Based on your opinion, the brand personality of Pocari Sweat is reliable


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

13

33

33

17

97

1%

13%

33%

33%

17%

100%





Table 4.52

Based on your opinion, the brand personality of Pocari Sweat is fresh


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

13

36

29

19

97

0%

13%

36%

29%

19%

100%





94

Table 4.53

Based on your opinion, the brand personality of Pocari Sweat is outdoorsy


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

12

39

29

17

97

0%

12%

39%

29%

17%

100%





Table 4.54

Based on your opinion, the brand personality of Pocari Sweat is tough


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

15

28

34

19

97

1%

15%

28%

34%

19%

100%





95

f. Questionnaire of Purchase Intention

Table 4.55

Buy Pocari Sweat products because of a need


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

10

31

32

24

97

0%

10%

31%

32%

24%

100%





Table 4.56

Your buying decisions towards Pocari Sweat rely on recommendation

from Media


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

9

45

27

15

97

1%

9%

45%

27%

15%

100%





96

Table 4.57

Your buying decisions towards Pocari Sweat rely

on recommendation from family


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

13

41

30

12

97

1%

13%

41%

30%

12%

100%





Table 4.58

Make a consideration about the product benefit before making

a buying decision towards Pocari Sweat


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

2

12

36

27

20

97

2%

12%

36%

27%

20%

100%





97

Table 4.59

Make a consideration about the product benefit with other brands of isotonic

drinks before making a buying decision towards Pocari Sweat


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

2

15

26

34

20

97

1%

15%

26%

34%

20%

100%





Table 4.60

Make frequently buy Pocari Sweat


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

11

37

29

19

97

1%

11%

37%

29%

19%

100%





98

Table 4.61

Make an intend to buy Pocari Sweat more often


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

12

34

32

19

97

0%

12%

34%

32%

19%

100%





Table 4.62

Asking for a recommendation from others in the buying decision of Pocari Sweat


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

13

33

32

18

97

1%

13%

33%

32%

18%

100%





99

Table 4.63

Make buying decisions towards Pocari Sweat because

of your trust in Pocari Sweat


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

14

37

28

17

97

1%

14%

37%

28%

17%

100%





Table 4.64

Be very careful in making buying decisions


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

11

40

33

13

97

0%

11%

40%

33%

13%

100%





100

Table 4.65

Pocari Sweat is appropriate for your needs


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

0

11

41

31

14

97

0%

11%

41%

31%

14%

100%





Table 4.66

Feeling satisfied with the buying decision towards Pocari Sweat


Strongly Disagree

Disagree

Doubtful

Agree

Strongly Agree

Total

1

10

33

33

20

97

1%

10%

33%

33%

20%

100%





101

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

Coefficients

Standardized

Coefficients

t Sig. Collinearity

Statistics

B Std. Error Beta Tolerance VIF

1

(Constant) -2.907 2.384 -1.220 .226

CAE .402 .103 .391 3.904 .000 .180 5.562

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)

102

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


According Imam Ghozali (2005:105) multiple linear regression

free of heterocedasticity as follows:

1) There is no clear pattern

103

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


Coefficients

Standardized

Coefficients

T Sig.

B Std. Error Beta

1

(Constant) .525 1.428 .368 .714

CAE .087 .062 .338 1.414 .161

BAW .019 .104 .023 .179 .858

BAS .069 .074 .191 .922 .359

BPT -.092 .060 -.387 -1.521 .132

a. Dependent Variable: ABS_RES


104

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

105

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


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.

106

4. Multiple Linear Regression

a. Coefficient Determination (R2)

Table 4.69

Coefficient Determination

Model R R Square Adjusted R

Square

Std. Error of the

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

Squares

Df Mean Square F Sig.

1

Regression 4976.880 4 1244.220 115.935 .000b

Residual 987.347 92 10.732

Total 5964.227 96


b. Predictors: (Constant), BPT, BAW, BAS, CAE


107

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


Coefficients

Standardize

d

Coefficients

t Sig. Collinearity

Statistics


1

(Constant) -2.907 2.384 -1.220 .226

CAE .402 .103 .391 3.904 .000 .180 5.562

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



108

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.


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

109

toward purchase intention. This means there is a partial influence

between brand awareness toward purchase intention.


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.


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.

110


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.


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.

111


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.

112

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

113

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

114

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.

115

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

116

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.

117

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119

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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


mempunyai pengalaman yang banyak

untuk menyajikan iklan yang kreatif


mempunyai keahlian komunikasi yang

baik untuk mendukung sebuah produk

6 Daya Tarik


mempunyai penampilan fisik yang baik


mempunyai kepribadian yang baik


mempunyai gaya hidup yang menarik

9

Respek


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


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)


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)


1 Ketulusan

Menurut Anda Kepribadian merek Pocari

Sweat jujur

2 Menurut Anda Kepribadian merek Pocari

Sweat rendah hati


Sweat menyehatkan


Sweat sopan

5 Kegembiraan


Sweat menggairahkan


Sweat bersemangat


Sweat unik

8 Kompetensi


Sweat terjamin / aman


Sweat menyenangkan


Sweat handal

11 Keduniawian


Sweat menyegarkan

12 Kekasaran Menurut Anda Kepribadian merek Pocari

Sweat kokoh


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


berdasarkan referensi dari keluarga atau

teman

4

Evaluasi Alternatif

Apakah Anda mempertimbangkan manfaat

produk sebelum melakukan keputusan


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


Sweat with a good knowledge on how to

endorse the product

4


Sweat with many experiences to perform

creative advertising


Sweat with a good communication skill to

endorse the product

6 Attraction


Sweat with a good physical performance


Sweat with a good personality


Sweat with an interesting lifestyle

9

Respect


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


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)


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)


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


personality of Pocari Sweat is wholesome

(carries oxygen and nutrients)


personality of Pocari Sweat is modest

5 Excitement


personality of Pocari Sweat is exciting


personality of Pocari Sweat is energetic


personality of Pocari Sweat is unique

8 Competence


personality of Pocari Sweat is secure


personality of Pocari Sweat is pleasing


personality of Pocari Sweat is reliable

11 Sophistication


personality of Pocari Sweat is fresh

12 Ruggedness Based on your opinion, the brand

personality of Pocari Sweat is outdoorsy


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


Scale Mean if

Item Deleted

Scale Variance if

Item Deleted

Corrected Item-

Total Correlation

Cronbach's Alpha

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



.918 12

Brand Awareness

Validity


Scale Mean if Item

Deleted

Scale Variance if

Item Deleted

Corrected Item-

Total Correlation

Cronbach's

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



.769 4

Brand Association

Validity


Scale Mean if Item

Deleted

Scale Variance if

Item Deleted

Corrected Item-

Total Correlation

Cronbach's Alpha

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



.846 9

Brand Personality

Validity


Scale Mean if Item

Deleted

Scale Variance if

Item Deleted

Corrected Item-

Total Correlation

Cronbach's Alpha

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



.894 13

Purchase Intention

Validity


Scale Mean if Item

Deleted

Scale Variance if

Item Deleted

Corrected Item-

Total Correlation

Cronbach's Alpha

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



.887 12

Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

T Sig.

B Std. Error Beta

1

(Constant) .525 1.428 .368 .714

CAE .087 .062 .338 1.414 .161

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

Square

Std. Error of the

Estimate

Durbin-Watson

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.

1

Regression 4976.880 4 1244.220 115.935 .000b

Residual 987.347 92 10.732

Total 5964.227 96


b. Predictors: (Constant), BPT, BAW, BAS, CAE

Coefficientsa


Coefficients

Standardized

Coefficients

t Sig. Collinearity Statistics


1

(Constant) -2.907 2.384 -1.220 .226

CAE .402 .103 .391 3.904 .000 .180 5.562

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


THE INFLUENCE OF CELEBRITY ATHLETE ENDORSER, BRAND...

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