Research Hypothesis LITERATURE REVIEW

40 intention. 2 The relationship between brand awareness to purchase intention According to Keller 2003, brand awareness plays an important role in consumer decision making by bringing three advantages; these are learning advantages, consideration advantages, and choice advantages. In a study by Hoyer and Brown 2001 it is suggested that the known brand may be chosen on the first occasion because of a belief that it is probably the best. Then if this is a positive experience, the decision heuristic may shift to repeat the purchase due to the past positive experience of that particular brand. Under these circumstances, consumers will have little motivation to sample unknown brands and will be unlikely to discover any quality differences that may exist between competing brands. So based on explanation above the hypothesis can be drawn as follows: H1 : Brand awareness has significant influence to purchase intention. 3 The relationship between brand association to purchase intention According to Supphellen 2000 quoted by Sven Kuenzel 2010:15 said that brand associations can be formed by emotional impressions representing verbal, visual, sensory and emotional essentials, where this information will be stored in consumers mind as brand-related experiences. According to Eka dan Jony 2011:110 Association formed is will help to create a good image and strong, finally it will affect the consumer in the 41 decision to buy and consume a product. So based on explanation above the hypothesis can be drawn as follows: H1 : Brand association has significant influence to purchase intention. 4 The relationship between brand personality to purchase intention According to Anoraga 2000 said that with the interesting approach undertaken by a company, then the consumer deliberately influenced to begin evaluating the benefits that can be obtained when purchasing the products offered and consumers easily find the product that suits his personality or desired and will eventually create a decision-making process made by consumers concerned before making a purchase on these products. According to Kotler Keller 2012:157, Brand Personality described as a particular mix of human nature that can we associate with a particular brand. These characteristics are very necessary to establish a strong relationship between the consumer and the brand Priyandara, 2012:2. So based on explanation above the hypothesis can be drawn as follows: H1 : Brand personality has significant influence to purchase intention. 5 The relationship between celebrity athlete endorser, brand awareness, brand association, and brand personality to purchase intention According to Eka dan Jony 2011:109 said that the use of communicators who have a celebrity endorser characteristic may affect attitudes or a positive consumer response to the product, so that consumers will consider in the purchase process and is expected to directly influence behavior through their unconscious. Thus consumers are influenced to buy without any coercion. After voluntarily affected, feeling wanted and happy 42 to products, so if consumers have the ability to purchase will ultimately make purchases of products desired in the future Shimp, 2003. According to Campbell 2002 in Sven Kuenzel 2010:15 suggests brand awareness is the top-of-mind recall of brands driven towards the purchase decision-making. Hence, the brand awareness affects the purchase intention. According to Supphellen 2000 in Sven Kuenzel 2010:15 that brand associations can be formed by emotional impressions representing verbal, visual, sensory and emotional essentials, where this information will be stored in consumers mind as brand-related experiences. Thus, formed association will develop a good and strong image, which in turn will influence the consumers decision to purchase and consume the product. According to Rangkuti 2004 in Eka and Jony 2011:120 Said that through brand personality to make it easy for consumers to identify, remember and understand the brand that reflects her personality, which in turn can affect the purchase intention of the product because it fits the personality value of the consumers Anoraga, 2000. So based on explanation above the hypothesis can be drawn as follows: H1 : Celebrity athlete endorser, brand awareness, brand association, and brand personality has significant influence to purchase intention. 43

CHAPTER III RESEARCH METHODOLOGY

A. Scope of Research

Pocari Sweat is isotonic drink which collaborated with Irfan Bachdim as their athlete endorser. Actually Irfan Bachdim is an experienced and prestigious football athlete who has championed national team of Indonesia in Asean Football Federation AFF Suzuki Cup 2011. The research has been conducted in the area of Ciputat Zona Futsal from 27 Maret 2013 until 4 May 2013. The research populations are students who study at Universities in Ciputat and are living in South Tangerang. As the independent variables in this research are chosen the celebrity athlete endorser X 1 , brand awareness X 2 , brand association X 3 , brand personality X 4 , and as dependent variable the purchase intention Y 1

B. Method of Sampling

1. Population

The population is an identifiable total group or aggregation of elements that are of interest to the researcher and pertinent to the specified information problem Hair, Bush and Ortinau, 2005:334. Population is the generalization, which consists of object and subject of a certain quantity and characteristics applied by researchers to learn and then drawn the conclusion Sugiyono, 2008:57. In this research the population is 44 defined as the consumers of isotonic drink of Pocari Sweat that will be used for researching, with distinction of Sex, Age, Jobs, Income per month within customers in Zona Futsal Ciputat, and here the author does not restrict the respondent from certain district.

2. Sample

Sample design is part of the research design process. Samples are selected using non probability convenience sampling by means of sample units drawn easily be reached anywhere and anytime. Abdul Hamid, 2007: 30. A sample is a member of the selected population using a specific procedure that is expected to represent its population Sugiyono, 2007:57. Sample is a subgroup of the elements of the population selected for participation in the study Maholtra, 2009:373. Sample is a subject of the population that should represent that entire group. Or the sample is a subset of the population, and the sample unit pertains to the basic level of investigation Burns, 2005: 334. The criteria for the respondents are: a. Pocari Sweat consumers b. The age under 19 years, between 19-25 years, and over 25 years. In the development of these study 97 questionnaires has been distributed to Pocari Sweat consumers.