50 Mission of Unilever is :
Be the first and the best in its class to meet the needs and aspirations of consumers.
Eliminate the value-added activities of all processes. Be selected company for people with high performance.
Aimed at improving profitable growth targets and deliver a return on the average shareholders and employees.
Get the honor because of high integrity, care to the community and the environment
3. The Characteristics of Respondents
The population in this research is encompassed the students of Budi Luhur University, Jakarta put on special SOAP lifebuoy. While the
number of the selected sample as many as 70 of respondents with particular consideration. This is because the researchers had some
limitations in the research, such as cost, time, and effort. Furthermore, for the faculty or Department of the respondent can
be seen in table 4.1 below :
51
Table 4.1 FacultiesRespondent
Faculties Frequency
Percentage FEIS
18 25.7
FST 32
45.7 FIKOM
13 18.6
FISIP 2
2.9 FT
5 7.1
Total 70
100
Source: Data is processed, 2013
Table 4.1 above shows that the respondents are students from the Faculty of Economics and Business, i.e. as many as 6 or as many as 25.7
of respondents, a student of the Faculty of Science and Technology as much as 32 of respondents, or as many as 45,7 students of Faculty of
Computer Science as much as 18.6 or respondents 15, students of the Faculty of Social Sciences and Politics as much as 2 or as many as 2.9 of
respondents, and the remaining students of the Faculty of Engineering is 5 respondents or by 7.1.
In the meantime, to know Lifebuoy SOAP products which is used by students of Budi Luhur, Jakarta can be seen in table 2.6 below:
52
Table 4.2 Products That Use Lifebuoy
Frekuensi Persentase
liquid soap 41
58.5 Solid soap
29 41.5
Total 70
100
Source: Data is processed, 2013
On the data table 4.2 above illustrates that a product that is used by the majority of Lifebuoy students is liquid soap, which is as many as 41
respondents or as much as 58.5. The rest are students that uses solid SOAP, which is as many as 29 respondents or as much as 41.5. This
shows that the majority of the students of Budi Luhur, Jakarta using liquid soap.
In the meantime, to find out if any of the respondents purchase a fragrance fragrance is the same on every purchase can be seen in table
4.3 below:
Table 4.3 Tendency Of Choosing Fragrance Fragrance Is The Same In Every
Lifebuoy Purchase
Frequency Percentage
Yes 29
41.5 No
41 58.5
Total 70
100
Source: Data is processed , 2013
53 Based on the above table, explained that the tendency of
respondents to use fragrance fragrance is the same in every purchase of Lifebuoy, i.e. as many as 29 respondents voted Yes or as much as
41.5. The rest of the respondents who voted no, i.e. as many as 41 respondents or as much as 36.4, 1. This shows that the majority of
respondents used the fragrance fragrance that vary on each purchase Lifebuoy.
In the meantime, to find out the number of times respondents buy Lux in every month can be seen in table 4.4 below:
Table 4.4 How Many Times Did Purchase LifebuoyIn Each Month
Frequency Percentage
1x moon 29
41.5 1x moon
41 58.5
Total 70
100
Source: Data is processed , 2013
Based on table 4.4 above, explained that the majority of respondents make a purchase more than one time purchase in each month,
i.e. as many as 41 respondents or as much as 58.5. The rest are respondents who make purchases once each month, i.e. as many as 29
respondents or as much as 411.5. It is shows that the majority of respondents make a purchase more than one product Lifebuoy times per
month in each purchase.
54
B. Result and Discussion
1. Validities and Reliabilities
In this study, the author uses primary data obtained by disseminating a questionnaire to students in different faculties of Budi
Luhur as many as 70 people. Prior to dissemination of the questionnaire respondents, the researchers conducted a test questionnaire to provide
respondents with 20 questions as much as 39 questions to test the level of validity and reliability of all such questions. This questionnaire is divided
into 3 variables, namely celebrity endorser, brand image, and the perception of consumers. Then each variable is divided into a number of
indicators. After conducted trials against 20 respondents, then the result can be seen in table 4 below:
Table 4.5 Result of Validity and Reliability test Celebrity Endorser
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Corrected Item- Total Correlation
Cronbachs Alpha if Item Deleted
CE_1 35,9429
18,721 ,696
,821 CE_2
35,8571 20,443
,535 ,836
CE_3 35,9857
19,290 ,536
,833 CE_4
35,9857 19,290
,536 ,833
CE_5 35,9000
18,932 ,601
,827 CE_6
36,1143 18,885
,567 ,830
CE_7 36,8286
17,043 ,492
,849 CE_8
35,9000 18,932
,601 ,827
CE_9 36,2571
18,310 ,508
,837 CE_10
36,1286 18,838
,587 ,828
Source: Processed primary data by SPSS 20.0
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.
