Multiple Regression Analysts Data Analysis Method

56 independent variable. X 1 = Independent Variable Celebrity Athlete Endorser X 2 = Independent Variable Brand Awareness X 3 = Independent Variable Brand Association X 4 = 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 R 2 The coefficient of determination R 2 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 R 2 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 R 2 , no matter whether these variables affect the dependent variable or not. Therefore, this study uses the R 2 that have been adapted or adjusted for the variables used. The adjusted R 2 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: β 1 , β 2 = 0, this means there is no significant influence between independent variable and dependent variable. Ho: β 1 , β 2 ≠ 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