Multiple Linear Regression Analysis T Test Partial

44 Decision making criteria t calculate the t table: 1 If t count t table , then Ho accepted. It means the use of celebrity endorser, brand image and consumer perception, it has no effect on purchasing decisions. 2 If t count t table, then Ho rejaected. It means the use of celebrity endorser, brand image and consumer perception affect on purchasing decisions. Decision- making criteria significance with probability α = 0.05: a. If probability α 0.05, then Ho accepted. It means the use of celebrity endorser, brand image and consumer perception, it has no effect on purchasing decisions. b. If probability α 0.10, then Ho denied. It means the use of celebrity endorser, brand image and consumer affect on purchasing decisions.

5. F Test Simultan

To test the influence of independent variables toward dependent variable, then use the following criteria: a. Testing the F with F a countdown table. Ho = Use of celebrity endorser, brand image and consumer perception, it has no effect on purchasing decisions. Ha = Use of celebrity endorser affects on purchasing decisions. 45 1 If F count F table, then Ho accepted. It means the use of celebrity endorser, brand image and consumer perception, it has no effect on purchasing decisions. 2 If F count F table, then Ho rejected. It means the use of celebrity endorser, brand image and consumer perception affect on purchasing decisions.

E. Operasional VariableResearch

Variabel Subvariabel Indikator Size Celebrity Endorser X1 Mully dan Simon, 2008:118 Credibility: 1 Knowledge 2 Experience 3 Skill 4 Honesty 5 Trust Likert Interesting: 1 Physical interest 2 Personality 3 Lifestyle 4 Famous 5 Social class Likert Brand Image X2 Keller, 2003:78 Power 1 Product packaging 2 Price of product Likert Unique 1 Varian product 2 Varian price Likert Favorable 1 The brand easier said Likert