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b. General Description of Respondents by Sex The population chosen for the survey is the following:
Table 4.2 Sex
Sex Frequency
Percent Valid
Percent Cumulative
Percent Male
57 57
57 57
Female 40
40 40
97 Total
97 97
97
Source: Primary Data 2012
The table 4.2 above shows that the number of male respondents was larger than that of the female respondents. This happening was
occurred unintentionally for in other words the gender composition of respondent is out of the control of researcher. This can be understood that
male larger than female in term of number. But in this research either male or female are treated as the same.
c. General Description of Respondents by Income Per Month Table 4.3
Income per Month Income Rupiah
Frequency Percent Valid Percent Cumulative Percent
1.000.000 10
10 10
10 1.000.000
– 2.500.000 30
30 30
40 2.500.000
– 5.000.000 38
38 38
78 5.000.000
19 19
19 97
Total 97
97 97
Source Primary Data 2012
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The table 4.4 above shows the characteristics of income. Most respondents are within the income class of 2.500.000
– 5.000.000 Rupiah, which amounts to 40 of all the respondents. This also shows that the
respondents within the income class of 2.500.000 – 5.000.000 Rupiah
purchase Pocari Sweat isotonic drinks more often.
B. Analysis and Discussion
1. Validity and Reliability Test
a. Validity Test Before the questionnaires have been distributed to 100
respondents, the researcher tried out the survey on 25 respondents with 50 questions to test validity and reliability from the entire
questionnaires. The questionnaires classified into five main variables that are celebrity athlete endorser, brand awareness, brand association,
brand personality, and purchase intention. According Sugiono Sugiono, 2007:178 Test validity used to
measure the legal valid or invalid of a questionnaire. A questionnaire is
said valid if the questions on the questionnaire are able to reveal
something on that that will be measured. The total score on test validity of said valid if the number of scores 0.30.
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Table 4.4 Validity Test: Celebrity Athlete Endorser
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Corrected Item- Total Correlation
Cronbachs Alpha if Item Deleted
CAE1 39.9600
57.207 .742
.907 CAE2
40.2800 58.127
.768 .906
CAE3 40.1600
59.723 .659
.911 CAE4
40.2800 57.877
.749 .907
CAE5 40.0800
58.160 .750
.907 CAE6
40.2800 57.877
.683 .910
CAE7 40.1600
58.640 .640
.912 CAE8
40.0000 62.333
.530 .916
CAE9 40.0800
62.243 .555
.915 CAE10
40.0400 58.290
.713 .908
CAE11 40.3200
62.893 .560
.915 CAE12
40.1600 61.140
.590 .914
From the table above, it can be seen that all of the questions are valid, because the score of corrected item-total correlation 0,30, this
means the data is valid and have positive correlation or the score corrected item-total correlation is 0,30, it means the data is valid.
Table 4.5 Validity Test: Brand Awareness
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Corrected Item- Total Correlation
Cronbachs Alpha if Item Deleted
BAW1 10.7200
4.460 .621
.689 BAW2
10.8400 5.307
.642 .680
BAW3 10.7600
5.690 .483
.757 BAW4
10.6400 5.490
.556 .721
