Validities and Reliabilities The influence of celebrity endorce, brand image, and consumer perception toward the decision of buying lifebuoy soap: case study in Budi Luhur University

55 Based on table 4.5, 20 Question about celebrity endorser, from the table, it can be seen that all the question is valid, because the score of coefficient correlation α 0,30, it means the data is valid and have the positive correlation or the score corrected item-total correlation is 0,30, it means the valid Sugiono, 2008:126. Measurement result is stated to be reliable if the coefficient α 0.60 Imam Ghozali,2009:42 from table 4.5, the value of Cronbach alpha more than 0,06, it means 10 question of celebrity endorser have reliabilities value a good and feasible. Table 4.6 Result of Validity and Reliability test Brand image Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Total Correlation Cronbachs Alpha if Item Deleted BI_1 20,4286 7,321 ,564 ,885 BI_2 19,7286 9,302 ,665 ,838 BI_3 19,7571 8,389 ,724 ,823 BI_4 19,5429 8,455 ,872 ,804 BI_5 19,5000 9,645 ,465 ,867 BI_6 19,5429 8,455 ,872 ,804 Source: Processed primary data by SPSS 20.0 Based on table 4.6, 20 Question about Brand image, from the table, it can be seen that all the question is valid, because the score of coefficient correlation α 0,30, it means the data is valid and have the positive correlation or the score corrected item-total correlation is 0,30, it means the valid Sugiono, 2008:126. 56 Measurement result is said to be reliable if the coefficient α 0.60 Imam Ghozali,2009:42 from table 4.6, the value of cronbach alpha more than 0,06, it means 6 question of celebrity brand image have reliabilities value a good and feasible. Table 4.7 Result of Validity and Reliability test Customer perception Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Total Correlation Cronbachs Alpha if Item Deleted CP_1 32,2286 17,570 ,647 ,866 CP_2 32,2714 17,592 ,698 ,863 CP_3 32,4571 17,150 ,693 ,862 CP_4 32,4571 17,150 ,693 ,862 CP_5 32,2571 16,455 ,728 ,858 CP_6 32,4857 18,311 ,444 ,884 CP_7 32,4571 17,150 ,693 ,862 CP_8 32,2286 17,570 ,647 ,866 CP_9 32,5857 17,435 ,472 ,885 Source: Processed primary data by SPSS 20.0 Based on table 4.7, 0 Question about Customer perception, from the table, it can be seen that all the question is valid, because the score of coefficient correlation α 0,30, it means the data is valid and have the positive correlation or the score corrected item-total correlation is 0,30, it means the valid sugiono, 2008:126. Measurement result is said to be reliable if the coefficient α 0.60 Imam Ghozali,2009:42 from table 4.5, the value of cronbach alpha more 57 than 0,06, it means 9 question of customer perception have reliabilities value a good and feasible. Table 4.8 Result of Validity and Reliability test Decision of Buying Source: Processed primary data by SPSS 20.0 Based on table 4.8, 20 Question about decision of buying, from the table, it can be seen that all the question is valid, because the score of coefficient correlation α 0,30, it means the data is valid and have the positive correlation or the score corrected item-total correlation is 0,30, it means the valid sugiono, 2008:126. Measurement result is said to be reliable if the coefficient α 0.60 Imam Ghozali,2009:42 from table 4.5, the value of cronbach alpha more Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Total Correlation Cronbachs Alpha if Item Deleted DOB_1 49,6571 44,837 ,517 ,860 DOB_2 50,8429 41,816 ,322 ,876 DOB_3 49,7429 41,498 ,787 ,847 DOB_4 49,7857 44,026 ,425 ,862 DOB_5 50,6286 38,469 ,609 ,853 DOB_6 50,0571 42,837 ,405 ,864 DOB_7 49,7000 42,619 ,592 ,854 DOB_8 49,7286 41,186 ,647 ,851 DOB_9 49,9286 42,792 ,543 ,856 DOB_10 50,8286 40,347 ,476 ,862 DOB_11 49,9286 42,821 ,661 ,853 DOB_12 49,9571 41,607 ,640 ,851 DOB_13 49,7429 41,498 ,787 ,847 DOB_14 50,1714 42,289 ,431 ,862 58 than 0,06, it means 14 question of decision of buying have reliabilities value a good and feasible.

2. Reliability test

Reliability tests can only be done after instrument has confirmed its validity. Reliability testing is this study to indicate the level of internal consistency reliability of the techniques used is to measure the coefficient of cronbach’s alpha with SPSS 20. Alpha values range from 0-1, questions can be considered reliable if the alpha value is greater than 0.60 Table 4.9 Result of Reliability Test Celebrity endorser Reliability Statistics Cronbachs Alpha Cronbachs Alpha Based on Standardize d Items N of Items .828 .827 10 Source: Processed primary data by SPSS 20.0 Reliability test from Celebrity endorser variable is shown table 4.9. As seen as in the table, the cronbach’s alpha 0,828 Celebrity endorser. Therefore, it could be concluded that Celebrity endorser variable could be said reliable. 59 Table 4.10 Result of Reliability Test Brand Image Reliability Statistics Cronbachs Alpha Cronbachs Alpha Based on Standardize d Items N of Items .913 .928 6 Source: Processed primary data by SPSS 20.0 Reliability test from Brand image variable is shown table 4.10. As seen as in the table, the cronbach’s alpha 0,913 Brand Image. Therefore,