Conceptual Framework LITERATURE REVIEW

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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 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. 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