Multiple Linear Regression Analysis and Discussion

107 The ANOVA test or F test provides a test value of 115.935 with probabilities 0.000. The degree of freedom df for the F test is df = n – k = 97 – 5 = 92. Thus the F table for F test is 2.471 with the significance level = 0.05; because the probability is smaller than the significance level 0.000 0.05, and the F test value is higher than F table value the value of F-test is 115.935 F-table 2.471. Therefore this means Ho is rejected and Ha is accepted, and can be concluded that the independent variables such as celebrity athlete endorser X 1 , brand awareness X 2 , brand association X 3 , and brand personality X 4 are simultaneously influence purchase intention as dependent variables Y. c. T - Test Table 4.71 T-Test Coefficients a Model Unstandardized Coefficients Standardize d 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 a. Dependent Variable: PIN Source: Processed primary data by SPSS 20 108 1 The influence of celebrity athlete endorser X 1 toward purchase intention. According to the table 4.71 it can be seen that the value of t- test 3.904 t-table 1.662 with the significance value of 0.000 sig. 0.05. Thus we conclude Ho is rejected and Ha is accepted, so that the hypothesis there is significant influence between celebrity athlete endorser toward purchase intention. This means, there is partially an influence between brand awareness toward purchase intention. The results from this research are concordant with the previous research conducted by Mehdi Zahaf and James Anderson 2008 on the title “Causality Effects between Celebrity Endorsement and The Intentions to Buy ”. The result of this research indicates a positive relationship between celebrity endorser and purchase intention. Results also emphasize that respondents are more willing to buy the product when the credibility of the endorser celebrity and non-celebrity is moderated either by similarity with the endorser, attractiveness of the endorser, or experience of the endorser with the product. 2 The influence of brand awareness X 2 toward purchase intention. According to the table 4.71 it can be seen that the value of t- test 2.398 t-table 1.662 with a significance value of 0.019 sig. 0.05. Thus we conclude Ho is rejected and Ha is accepted, so that the hypotheses show a significant influence between brand awareness 109 toward purchase intention. This means there is a partial influence between brand awareness toward purchase intention. The results from this research are concordant with the previous research conducted by Kadir Riadi Kwan 200 1 on the title “Analysis of The Influence Brand Equity Dimension toward Purchase Intention and Marketing Performance of The Power Tools Product BOSCH ”. The result of the research by Kadir Riadi Kwan 2001 indicated positive relationship between brand awareness and purchase intention. The results of the research by Kadir Riadi Kwan 2001 also emphasized that the more the brand name is known and remembered by the consumers, the more likely it is that the product will be purchased. Consumers tend to buy products that they know rather than that never they have heard from. It is also stated by Hal Axelrod 1968, Haley Cace 1979, Hutchinson 1983, Nedungadi 1990, Nedungadi Hutchinson 1985 Ratneshwar Shocker 1991 that there is positive relationship between both of them. 3 The influence of brand association X 3 towards purchase intention. According to the table 4.71 it can be seen that the value of t- tests 2.850 t-table 1.662 with the value of significance is 0.005 sig. 0.05. Thus it can be concluded Ho is rejected and Ha is accepted, so that the hypotheses have significant influence between brand associations toward purchase intention. This means there is partially influence between brand associations toward purchase intention. 110 The results from this research are concordant with the previous research conducted by Eka Setya Nurani and Jony Oktavian 2011 on the title “The Influence of Celebrity Endorser, Brand Association, Brand Personality, and Product Characteristics in Creating Purchase Intention”. The results of the research by Eka Setya and Jony Otaviani 2011 show that respondents are affected by the memory of a product because the company managed to establish the associations of the product delivered through a variety of communication media and acceptable in the minds of consumers consistently and continuously so that consumers always remember. The results of the research by Eka Setya and Jony Otaviani 2011 also emphasized that the brand is embedded in the minds of consumers, marketers of the company have to focus with instilling a good impression of the attributes and benefits of the product to be embedded in the minds of consumers. So as to help consumers to make decisions to purchase and consume a product. 4 The influence of brand personality X 4 toward purchase intention. According to the table 4.71 it can be seen that the value of t- test 2.193 t-table 1.662 with the significance value of 0.031 sig. 0.05. Thus we conclude Ho is rejected and Ha is accepted, so that the hypotheses show significant influence between brand personalities toward purchase intention. This means there is partially influence between brand personalities toward purchase intention. 111 The results from this research are concordant with the previous research conducted by Putra Priyandara 2012 on the title “The Influence of Brand Personality of Apple toward Consumer’s Purchase Intention in Bandung City ”. The result of the research by Putra Priyandara 2012 shows that sophistication, competence, and excitement are the most influential aspects of brand personality that influence consumers’ purchase intention. 112

CHAPTER V CONCLUSIONS, IMPLICATIONS, AND RECCOMENDATIONS

A. Conclusions

The purpose of this research was to find out the roles of celebrity athlete endorser, brand awareness, brand association, and brand personalities towards purchase intention of Pocari Sweat isotonic drinks. Based on the statistical test using the SPSS software with 100 samples to represent the amount of population, and also the research within the previous chapters, it can be concluded as below: 1. The influence of celebrity athlete endorser toward purchase intention The value of t – test 3.904 t-table 1.662 with the value of significance 0.000 α 0.05. Thus we can conclude Ho is rejected and Ha is accepted, so that the hypothesis there is significant influence between celebrity athlete endorser toward purchase intention, partially. 2. The influence of brand awareness toward purchase intention The value of t counts 2.398 t-table 1.662 with a significance value of 0.019 α 0.05. Thus we can conclude Ho is rejected and Ha is accepted, so that the hypothesis there is significant influence between brand awareness toward purchase intention, partially. 3. The influence of brand association toward purchase intention The value of t-counts 2.850 t-table 1.662 with the value of significance is 0.005 α 0.05. Thus we can conclude Ho is rejected and 113 Ha is accepted, so that the hypothesis there is significant influence between brand associations toward purchase intention, partially. 4. The influence of brand personality toward purchase intention The value of t-counts 2.193 t-table 1.662 with the significance value of 0.031 α 0.05. Thus we conclude Ho is rejected and Ha is accepted, so that the hypothesis there is significant influence between brand personalities toward purchase intention. 5. The influence of celebrity athlete endorser, brand awareness, brand association, brand personality towards purchase intention, simultaneously From the test ANOVA or the F – test value is obtained, which is 115.935 with probabilities of 0.000. Due to the fact that probabilities are smaller than 0.05 and the F test value is higher than the F- table value, F – table is 2.471. The value of F – test is 115.935 F – table 2.471, and the significance value is 0.000 0.05, it can be concluded that independent variable, those referring to celebrity athlete endorser, brand awareness, brand association, and brand personality simultaneously together have influence towards purchase intention.

B. Implications

The implication of this study indicates that celebrity athlete endorser, brand awareness, brand association, and brand personality significantly influence consumers purchase intention of Pocari Sweat. The findings of this research show that celebrity athlete endorser, brand awareness, brand association, and brand personality explain 82,7 of the purchase intention of Pocari Sweat. The rest of 17,3 is influenced by other factors that are not