Multiple Linear Regression Analysis and Discussion
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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
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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
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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.
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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.
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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.
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