The Influence of Celebrity Athlete Endorser, Brand Awareness, Brand Association, and Brand Personality Toward Purchase Intention

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

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

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.

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:

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

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

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

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.

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

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

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

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

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

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

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

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

4.42 Based on your opinion, the brand personality of Pocari Sweat is honest .. 88 4.43 Based on your opinion, the brand personality of Pocari Sweat is humble 89 4.44 Based on your opinion, the brand personality of Pocari Sweat is

wholesome (carries oxygen and nutrients) ... 89 4.45 Based on your opinion, the brand personality of Pocari Sweat is modest. 90 4.46 Based on your opinion, the brand personality of Pocari Sweat is exciting 90 4.47 Based on your opinion, the brand personality of Pocari Sweat is

energetic ... 91 4.48 Based on your opinion, the brand personality of Pocari Sweat is unique . 91 4.49 Based on your opinion, the brand personality of Pocari Sweat is secure .. 92 4.50 Based on your opinion, the brand personality of Pocari Sweat is pleasing 92 4.51 Based on your opinion, the brand personality of Pocari Sweat is reliable 93 4.52 Based on your opinion, the brand personality of Pocari Sweat is fresh .... 93 4.53 Based on your opinion, the brand personality of Pocari Sweat is

outdoorsy ... 94 4.54 Based on your opinion, the brand personality of Pocari Sweat is tough ... 94 4.55 Buy Pocari Sweat products because of a need ... 95 4.56 Your buying decisions towards Pocari Sweat rely on recommendation

from Media ... 95 4.57 Your buying decisions towards Pocari Sweat rely on recommendation

from family ... 96 4.58 Make a consideration about the product benefit before making a buying

decision towards Pocari Sweat ... 96 4.59 Make a consideration about the product benefit with other brands of

isotonic drinks before making a buying decision towards Pocari Sweat .. 97 4.60 Make frequently buy Pocari Sweat ... 97 4.61 Make an intend to buy Pocari Sweat more often ... 98 4.62 Asking for a recommendation from others in the buying decision of

Pocari Sweat ... 98 4.63 Make buying decisions towards Pocari Sweat because of your trust in

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

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

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

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).

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

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

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.

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

Sweat”, which is the study of Pocari Sweat ads by Irfan Bachdim. Will this affect the purchase intentions? Then consumer’s purchase intention will be influenced by the celebrity endorser, brand awareness, brand association, and brand personality are offered to consumers in the ad.

B. Research Questions

Based on the background described above, then formulated the problem to be investigated as follows:

1. Is there any influence of celebrity athlete endorser toward consumer’s purchase intention of Pocari Sweat?

2. Is there any influence of brand awareness toward consumer’s purchase intention of Pocari Sweat?

3. Is there any influence of brand association toward consumer’s purchase intention of Pocari Sweat?

4. Is there any influence of brand personality toward consumer’s purchase intention of Pocari Sweat?

5. Is there any influence of celebrity athlete endorser, brand awareness, brand association, and brand personality toward consumer’s purchase intention of Pocari Sweat?

C. Objectives and Outputs of Research 1. Research Objectives

purpose of this study are as follows:

a. To analyze the influence of celebrity athlete endorser toward consumer’s purchase intention of Pocari Sweat.

b. To analyze the influence of brand awareness toward consumer’s purchase intention of Pocari Sweat.

c. To analyze the influence of brand association toward consumer’s purchase intention of Pocari Sweat?

d. To analyze the influence of brand personality toward consumer’s purchase intention of Pocari Sweat?

e. To analyze the influence of celebrity athlete endorser, brand awareness, brand association, and brand personality toward consumer’s purchase intention of Pocari Sweat?

2. Research Outputs

Based on the above research goals, then the benefits expected from the results of this study are:

a. Increasing the theoretical knowledge and broaden horizons for the author to study directly and evaluate the effect of celebrity endorsers and brand awareness towards purchase intention in Pocari Sweat Ads. b. Provide an overview for marketers to create more effective advertising

messages by using celebrities for consumers.

c. Become a suggestion to Otsuka Pharmaceutical Co., Ltd. for the improvement activities in selecting celebrity endorser advertising and brand awareness to increase consumer purchase intention in the

market.

d. As consideration for consumers in Ciputat area in order to more clearly see and understand in making a purchase of a product.

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

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.

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

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

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.

(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:

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

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):

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.

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

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

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 Top of Mind

Brand Recall

Brand Recognition

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),

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

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.

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)

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

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

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.

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.

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.

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

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.

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.

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:

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

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

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.

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

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.

intention.

2) The relationship between brand awareness to purchase intention According to Keller (2003), brand awareness plays an important role in consumer decision making by bringing three advantages; these are learning advantages, consideration advantages, and choice advantages.

In a study by Hoyer and Brown (2001) it is suggested that the known brand may be chosen on the first occasion because of a belief that it is probably the best. Then if this is a positive experience, the decision heuristic may shift to repeat the purchase due to the past positive experience of that particular brand. Under these circumstances, consumers will have little motivation to sample unknown brands and will be unlikely to discover any quality differences that may exist between competing brands.

So based on explanation above the hypothesis can be drawn as follows: H1 : Brand awareness has significant influence to purchase intention.

3) The relationship between brand association to purchase intention According to Supphellen (2000) quoted by Sven Kuenzel (2010:15) said that brand associations can be formed by 'emotional impressions' representing verbal, visual, sensory and emotional essentials, where this information will be stored in consumers' mind as brand-related experiences.

decision to buy and consume a product.

So based on explanation above the hypothesis can be drawn as follows: H1 : Brand association has significant influence to purchase intention. 4) The relationship between brand personality to purchase intention

According to Anoraga (2000) said that with the interesting approach undertaken by a company, then the consumer deliberately influenced to begin evaluating the benefits that can be obtained when purchasing the products offered and consumers easily find the product that suits his personality or desired and will eventually create a decision-making process made by consumers concerned before making a purchase on these products.

According to Kotler & Keller (2012:157), Brand Personality described as "a particular mix of human nature that can we associate with a particular brand." These characteristics are very necessary to establish a strong relationship between the consumer and the brand (Priyandara, 2012:2).

So based on explanation above the hypothesis can be drawn as follows: H1 : Brand personality has significant influence to purchase intention. 5) The relationship between celebrity athlete endorser, brand awareness,

brand association, and brand personality to purchase intention

According to Eka dan Jony (2011:109) said that the use of communicators who have a celebrity endorser characteristic may affect attitudes or a positive consumer response to the product, so that consumers will consider in the purchase process and is expected to directly influence behavior through their unconscious. Thus consumers are influenced to buy

to products, so if consumers have the ability to purchase will ultimately make purchases of products desired in the future (Shimp, 2003).

According to Campbell (2002) in Sven Kuenzel (2010:15) suggests brand awareness is the 'top-of-mind recall' of brands driven towards the purchase decision-making. Hence, the brand awareness affects the purchase intention.

According to Supphellen (2000) in Sven Kuenzel (2010:15) that brand associations can be formed by emotional impressions representing verbal, visual, sensory and emotional essentials, where this information will be stored in consumers' mind as brand-related experiences. Thus, formed association will develop a good and strong image, which in turn will influence the consumer's decision to purchase and consume the product.

According to Rangkuti (2004) in Eka and Jony (2011:120) Said that through brand personality to make it easy for consumers to identify, remember and understand the brand that reflects her personality, which in turn can affect the purchase intention of the product because it fits the personality value of the consumers (Anoraga, 2000).

So based on explanation above the hypothesis can be drawn as follows: H1 : Celebrity athlete endorser, brand awareness, brand association, and brand personality has significant influence to purchase intention.

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

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.

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.

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

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

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

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

Reliability Statistics

Cronbach's Alpha N of Items

.846 9

Brand Personality

Validity

Item-Total Statistics

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

Reliability Statistics

.894 13

Purchase Intention

Validity

Item-Total Statistics

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

Reliability Statistics

Cronbach's Alpha N of Items

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

a. Dependent Variable: PIN

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

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