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Ha is accepted, so that the hypothesis there is significant influence between brand associations toward purchase intention, partially.
4. The influence of brand personality toward purchase intention The value of t-counts 2.193 t-table 1.662 with the significance
value of 0.031 α 0.05. Thus we conclude Ho is rejected and Ha is
accepted, so that the hypothesis there is significant influence between brand personalities toward purchase intention.
5. The influence of celebrity athlete endorser, brand awareness, brand association, brand personality towards purchase intention, simultaneously
From the test ANOVA or the F – test value is obtained, which is
115.935 with probabilities of 0.000. Due to the fact that probabilities are smaller than 0.05 and the F test value is higher than the F- table value, F
– table is 2.471. The value of F
– test is 115.935 F – table 2.471, and the significance value is 0.000 0.05, it can be concluded that independent
variable, those referring to celebrity athlete endorser, brand awareness, brand association, and brand personality simultaneously together have
influence towards purchase intention.
B. Implications
The implication of this study indicates that celebrity athlete endorser, brand awareness, brand association, and brand personality significantly
influence consumers purchase intention of Pocari Sweat. The findings of this research show that celebrity athlete endorser, brand awareness, brand
association, and brand personality explain 82,7 of the purchase intention of Pocari Sweat. The rest of 17,3 is influenced by other factors that are not
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included in this research. This research shows that there are other factors, which possibly influence purchase intention. Another factor that possibly
influences purchase intention is consumer-based brand equity. According to Hadi Moradi 2011:543, consumer-based brand equity is
a way to influence purchase intention. From this study could also be a material consideration that should be
emphasized by the company to influence and improve each consumer to consume isotonic drinks of Pocari Sweat. In this case, the variable of brand
associations in Pocari Sweat advised to maintain and improve marketing strategies on the brand association, in order to brand associations of the
isotonic drink Pocari Sweat become a broader view of consumers that can increase even more consumers’ purchase intention. Because based on the
respondents assessment that one indicator is the lifestyle personality, which explains that the Pocari Sweat consumed by people that a hard worker and
sweat a lot athlete were high category. Then, the company could increase sales by adding in advertising so that people consume pocari sweat three times
a day. First, after lunch, after work, and after before sleep. In this research, there is a weakness of this research in determining the
respondents by income per month. Because the respondents are confused when they have amount of income per month 2,500,000. Then, the respondent
may possible to choose the income per month 1,000,000 – 2,500,000 or
2,500,000 – 5,000,000. It can be conclude that the research has the
weaknesses.
