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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
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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.
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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
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a dvertising 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.
