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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
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intention.
2 The relationship between brand awareness to purchase intention
According to Keller 2003, brand awareness plays an important role in consumer decision making by bringing three advantages; these are
learning advantages, consideration advantages, and choice advantages. In a study by Hoyer and Brown 2001 it is suggested that the known
brand may be chosen on the first occasion because of a belief that it is probably the best. Then if this is a positive experience, the decision
heuristic may shift to repeat the purchase due to the past positive experience of that particular brand. Under these circumstances, consumers
will have little motivation to sample unknown brands and will be unlikely to discover any quality differences that may exist between competing
brands. So based on explanation above the hypothesis can be drawn as follows:
H1 : Brand awareness has significant influence to purchase intention.
3 The relationship between brand association to purchase intention
According to Supphellen 2000 quoted by Sven Kuenzel 2010:15 said that brand associations can be formed by emotional impressions
representing verbal, visual, sensory and emotional essentials, where this information will be stored in consumers mind as brand-related
experiences. According to Eka dan Jony 2011:110 Association formed is will help
to create a good image and strong, finally it will affect the consumer in the