Descriptive Analysis Analysis and Discussion

75 drinks that endorsed by Irfan Bachdim is Pocari Sweat. Table 4.15 Do you know the brand of Pocari Sweat isotonic drink? Answer Frequency Percent Yes, I know and have written in the question no. 1 97 100 Not familiar at all Source: Primary Data Output from SPSS 20 As shown in the table above 97 respondents know the brand of Pocari Sweat. Therefore, it shows that the research is completed by appropriate respondents, who have known the brand of Pocari Sweat isotonic drinks. Table 4.16 Where did you get to know Pocari Sweat? Media Frequency Percent Ads on Radio Newspaper Ads on TV Billboard Friends Others Internet 4 3 73 7 2 8 4 3 73 7 2 8 Source: Primary Data Output from SPSS 20 As shown in the table above 4 respondents answer ads on radio, 3 respondents answer newspaper, 73 respondents answer ads on TV, 7 respondents answer billboard, 2 respondents answer friends, and 8 respondents answer others internet. 76 b. Questionnaire of Celebrity Athlete Endorser Table 4.17 Irfan Bachdim is the role model of Pocari Sweat with an honest personality Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 2 11 27 34 23 97 2 11 27 34 23 100 Source: Primary Data Output from SPSS 20 As shown in the table above 23 respondents strongly agree, 34 respondents agree, 27 respondents are doubtful, 11 respondents disagree and 2 respondents strongly disagree. Table 4.18 Irfan Bachdim is the role model of Pocari Sweat with a high integrity Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 13 35 34 15 97 13 35 34 15 100 Source: Primary Data Output from SPSS 20 As shown in the table above 15 respondents strongly agree, 34 respondents agree, 35 respondents are doubtful, 13 respondents disagree and 0 respondents strongly disagree. 77 Table 4.19 Irfan Bachdim is the role model of Pocari Sweat with a good knowledge on how to endorse the product Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 11 38 31 16 97 1 11 38 31 16 100 Source: Primary Data Output from SPSS 20 As shown in the table above 16 respondents strongly agree, 31 respondents agree, 38 respondents are doubtful, 11 respondents disagree and 1 respondent strongly disagree. Table 4.20 Irfan Bachdim is the role model of Pocari Sweat with many experiences to perform creative advertising Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 10 45 26 16 97 10 45 26 16 100 Source: Primary Data Output from SPSS 20 As shown in the table above 16 respondents strongly agree, 26 respondents agree, 45 respondents are doubtful, 10 respondents disagree and 0 respondents strongly disagree. 78 Table 4.21 Irfan Bachdim is the role model of Pocari Sweat with a good communication skill to endorse the product Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 13 35 28 20 97 1 13 35 28 20 100 Source: Primary Data Output from SPSS 20 As shown in the table above 20 respondents strongly agree, 28 respondents agree, 35 respondents are doubtful, 13 respondents disagree and 1 respondent strongly disagree. Table 4.22 Irfan Bachdim is the role model of Pocari Sweat with a good physical performance Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 14 39 21 23 97 14 39 21 23 100 Source: Primary Data Output from SPSS 20 As shown in the table above 23 respondents strongly agree, 21 respondents agree, 39 respondents are doubtful, 14 respondents disagree and 0 respondents strongly disagree. 79 Table 4.23 Irfan Bachdim is the role model of Pocari Sweat with a good personality Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 2 13 35 25 22 97 2 13 35 25 22 100 Source: Primary Data Output from SPSS 20 As shown in the table above 22 respondents strongly agree, 25 respondents agree, 35 respondents are doubtful, 13 respondents disagree and 2 respondents strongly disagree. Table 4.24 Irfan Bachdim is the role model of Pocari Sweat with an interesting lifestyle Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 2 8 36 33 18 97 2 8 36 33 18 100 Source: Primary Data Output from SPSS 20 As shown in the table above 18 respondents strongly agree, 33 respondents agree, 36 respondents are doubtful, 8 respondents disagree and 2 respondents strongly disagree. 80 Table 4.25 Irfan Bachdim is the role model of Pocari Sweat with a good achievement in the world of celebrity athletes Soccer Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 5 40 35 16 97 1 5 40 35 16 100 Source: Primary Data Output from SPSS 20 As shown in the table above 16 respondents strongly agree, 35 respondents agree, 40 respondents are doubtful, 5 respondents disagree and 2 respondents strongly disagree. Table 4.26 The Pocari Sweat ads endorsed by Irfan Bachdim is suitable for all genders of the Pocari Sweat segment Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 12 36 34 15 97 12 36 34 15 100 Source: Primary Data Output from SPSS 20 As shown in the table above 15 respondents strongly agree, 34 respondents agree, 36 respondents are doubtful, 12 respondents disagree 81 and 0 respondent strongly disagree. Table 4.27 The Pocari Sweat ads endorsed by Irfan Bachdim is suitable for all ages of consumers of Pocari Sweat Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 15 24 43 15 97 15 24 43 15 100 Source: Primary Data Output from SPSS 20 As shown in the table above 15 respondents strongly agree, 43 respondents agree, 24 respondents are doubtful, 15 respondents disagree and 0 respondent strongly disagree. Table 4.28 Irfan Bachdim is the role model of Pocari Sweat with a simple and elegant lifestyle, sufficient lifestyle of required Pocari Sweat’s role model Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 11 37 36 13 97 11 37 36 13 100 Source: Primary Data Output from SPSS 20 As shown in the table above 13 respondents strongly agree, 36 respondents agree, 37 respondents are doubtful, 11 respondents disagree 82 and 0 respondents strongly disagree. c. Questionnaire of Brand Awareness Table 4.29 Pocari Sweat is the main brand among the various isotonic drinks? Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 5 20 51 20 97 1 5 20 51 20 100 Source: Primary Data Output from SPSS 20 As shown in the table above 20 respondents strongly agree, 51 respondents agree, 20 respondents are doubtful, 5 respondents disagree and 1 respondent strongly disagree. Table 4.30 Consumers are able to recall the brand of isotonic drinks without seeing Pocari Sweat brand logosymbol Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 4 22 49 22 97 4 22 49 22 100 Source: Primary Data Output from SPSS 20 As shown in the table above 22 respondents strongly agree, 49 83 respondents agree, 22 respondents are doubtful, 4 respondents disagree and 0 respondents strongly disagree. Table 4.31 Consumers can easily recognizing the brand after seeing Pocari Sweat brand Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 2 26 45 23 97 1 2 26 45 23 100 Source: Primary Data Output from SPSS 20 As shown in the table above 23 respondents strongly agree, 45 respondents agree, 26 respondents are doubtful, 2 respondents disagree and 1 respondent strongly disagree. Table 4.32 Pocari Sweat is an unknown isotonic drink Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 10 38 36 13 97 10 38 36 13 100 Source: Primary Data Output from SPSS 20 As shown in the table above 13 respondents strongly agree, 38 respondents agree, 36 respondents are doubtful, 10 respondents disagree and 0 respondents strongly disagree. 84 d. Questionnaire of Brand Association Table 4.33 Pocari Sweat is a famous brand Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 12 33 34 18 97 12 33 34 18 100 Source: Primary Data Output from SPSS 20 As shown in the table above 18 respondents strongly agree, 34 respondents agree, 33 respondents are doubtful, 12 respondents disagree and 0 respondents strongly disagree. Table 4.34 Pocari Sweat has an attractive packaging Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 11 28 37 20 97 1 11 28 37 20 100 Source: Primary Data Output from SPSS 20 As shown in the table above 20 respondents strongly agree, 37 respondents agree, 28 respondents are doubtful, 11 respondents disagree and 1 respondent strongly disagree. 85 Table 4.35 Pocari Sweat has a good image Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 7 33 43 13 97 1 7 33 43 13 100 Source: Primary Data Output from SPSS 20 As shown in the table above 13 respondents strongly agree, 43 respondents agree, 33 respondents are doubtful, 7 respondents disagree and 1 respondent strongly disagree. Table 4.36 Pocari Sweat is able to replace the body fluids lost through sports stressful activities Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 8 34 33 21 97 1 8 34 33 21 100 Source: Primary Data Output from SPSS 20 As shown in the table above 21 respondents strongly agree, 33 respondents agree, 34 respondents are doubtful, 8 respondents disagree and 1 respondent strongly disagree. 86 Table 4.37 Pocari Sweat is able to restore the physical power Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 13 28 36 20 97 13 28 36 20 100 Source: Primary Data Output from SPSS 20 As shown in the table above 20 respondents strongly agree, 36 respondents agree, 28 respondents are doubtful, 13 respondents disagree and 0 respondents strongly disagree. Table 4.38 Pocari Sweat is able to prevent the body from dehydration Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 2 8 35 30 22 97 2 8 35 30 22 100 Source: Primary Data Output from SPSS 20 As shown in the table above 22 respondents strongly agree, 30 respondents agree, 35 respondents are doubtful, 8 respondents disagree and 2 respondents strongly disagree. 87 Table 4.39 Active people consume Pocari Sweat Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 11 40 31 15 97 11 40 31 15 100 Source: Primary Data Output from SPSS 20 As shown in the table above 15 respondents strongly agree, 31 respondents agree, 40 respondents are doubtful, 11 respondents disagree and 0 respondents strongly disagree. Table 4.40 Pocari Sweat is consumed by sport people Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 12 35 37 13 97 12 35 37 13 100 Source: Primary Data Output from SPSS 20 As shown in the table above 13 respondents strongly agree, 37 respondents agree, 35 respondents are doubtful, 12 respondents disagree and 0 respondents strongly disagree. 88 Table 4.41 Pocari Sweat is able to out-perform its competitors Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 9 32 36 20 97 9 32 36 20 100 Source: Primary Data Output from SPSS 20 As shown in the table above 20 respondents strongly agree, 36 respondents agree, 32 respondents are doubtful, 9 respondents disagree and 0 respondents strongly disagree. e. Questionnaire of Brand Personality Table 4.42 Based on your opinion, the brand personality of Pocari Sweat is honest Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 2 9 42 29 15 97 2 9 42 29 15 100 Source: Primary Data Output from SPSS 20 As shown in the table above 15 respondents strongly agree, 29 respondents agree, 42 respondents are doubtful, 9 respondents disagree and 2 respondents strongly disagree. 89 Table 4.43 Based on your opinion, the brand personality of Pocari Sweat is humble Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 16 30 30 20 97 1 16 30 30 20 100 Source: Primary Data Output from SPSS 20 As shown in the table above 20 respondents strongly agree, 30 respondents agree, 30 respondents are doubtful, 16 respondents disagree and 1 respondent strongly disagree. Table 4.44 Based on your opinion, the brand personality of Pocari Sweat is wholesome carries oxygen and nutrients Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 10 29 43 14 97 1 10 29 43 14 100 Source: Primary Data Output from SPSS 20 As shown in the table above 14 respondents strongly agree, 43 respondents agree, 29 respondents are doubtful, 10 respondents disagree and 1 respondent strongly disagree. 90 Table 4.45 Based on your opinion, the brand personality of Pocari Sweat is modest Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 11 36 36 14 97 2 11 36 36 14 100 Source: Primary Data Output from SPSS 20 As shown in the table above 14 respondents strongly agree, 36 respondents agree, 36 respondents are doubtful, 11 respondents disagree and 0 respondents strongly disagree. Table 4.46 Based on your opinion, the brand personality of Pocari Sweat is exciting Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 11 37 36 13 97 11 37 36 13 100 Source: Primary Data Output from SPSS 20 As shown in the table above 13 respondents strongly agree, 36 respondents agree, 37 respondents are doubtful, 11 respondents disagree and 0 respondents strongly disagree. 91 Table 4.47 Based on your opinion, the brand personality of Pocari Sweat is energetic Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 2 5 44 28 18 97 2 5 44 28 18 100 Source: Primary Data Output from SPSS 20 As shown in the table above 18 respondents strongly agree, 28 respondents agree, 44 respondents are doubtful, 5 respondents disagree and 2 respondents strongly disagree. Table 4.48 Based on your opinion, the brand personality of Pocari Sweat is unique Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 8 34 36 18 97 1 8 34 36 18 100 Source: Primary Data Output from SPSS 20 As shown in the table above 18 respondents strongly agree, 36 respondents agree, 34 respondents are doubtful, 8 respondents disagree and 1 respondent strongly disagree. 92 Table 4.49 Based on your opinion, the brand personality of Pocari Sweat is secure Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 12 33 28 24 97 12 33 28 24 100 Source: Primary Data Output from SPSS 20 As shown in the table above 24 respondents strongly agree, 28 respondents agree, 33 respondents are doubtful, 12 respondents disagree and 0 respondents strongly disagree. Table 4.50 Based on your opinion, the brand personality of Pocari Sweat is pleasing Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 11 36 28 21 97 1 11 36 28 21 100 Source: Primary Data Output from SPSS 20 As shown in the table above 21 respondents strongly agree, 28 respondents agree, 36 respondents are doubtful, 11 respondents disagree and 1 respondent strongly disagree. 93 Table 4.51 Based on your opinion, the brand personality of Pocari Sweat is reliable Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 13 33 33 17 97 1 13 33 33 17 100 Source: Primary Data Output from SPSS 20 As shown in the table above 17 respondents strongly agree, 33 respondents agree, 33 respondents are doubtful, 13 respondents disagree and 1 respondent strongly disagree. Table 4.52 Based on your opinion, the brand personality of Pocari Sweat is fresh Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 13 36 29 19 97 13 36 29 19 100 Source: Primary Data Output from SPSS 20 As shown in the table above 19 respondents strongly agree, 29 respondents agree, 36 respondents are doubtful, 13 respondents disagree and 0 respondent strongly disagree. 94 Table 4.53 Based on your opinion, the brand personality of Pocari Sweat is outdoorsy Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 12 39 29 17 97 12 39 29 17 100 Source: Primary Data Output from SPSS 20 As shown in the table above 17 respondents strongly agree, 29 respondents agree, 39 respondents are doubtful, 12 respondents disagree and 0 respondents strongly disagree. Table 4.54 Based on your opinion, the brand personality of Pocari Sweat is tough Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 15 28 34 19 97 1 15 28 34 19 100 Source: Primary Data Output from SPSS 20 As shown in the table above 19 respondents strongly agree, 34 respondents agree, 28 respondents are doubtful, 15 respondents disagree and 1 respondent strongly disagree. 95 f. Questionnaire of Purchase Intention Table 4.55 Buy Pocari Sweat products because of a need Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 10 31 32 24 97 10 31 32 24 100 Source: Primary Data Output from SPSS 20 As shown in the table above 24 respondents strongly agree, 32 respondents agree, 31 respondents are doubtful, 10 respondents disagree and 0 respondents strongly disagree. Table 4.56 Your buying decisions towards Pocari Sweat rely on recommendation from Media Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 9 45 27 15 97 1 9 45 27 15 100 Source: Primary Data Output from SPSS 20 As shown in the table above 15 respondents strongly agree, 27 respondents agree, 45 respondents are doubtful, 9 respondents disagree and 1 respondent strongly disagree. 96 Table 4.57 Your buying decisions towards Pocari Sweat rely on recommendation from family Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 13 41 30 12 97 1 13 41 30 12 100 Source: Primary Data Output from SPSS 20 As shown in the table above 12 respondents strongly agree, 30 respondents agree, 41 respondents are doubtful, 13 respondents disagree and 1 respondent strongly disagree. Table 4.58 Make a consideration about the product benefit before making a buying decision towards Pocari Sweat Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 2 12 36 27 20 97 2 12 36 27 20 100 Source: Primary Data Output from SPSS 20 As shown in the table above 20 respondents strongly agree, 27 respondents agree, 36 respondents are doubtful, 12 respondents disagree and 2 respondents strongly disagree. 97 Table 4.59 Make a consideration about the product benefit with other brands of isotonic drinks before making a buying decision towards Pocari Sweat Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 2 15 26 34 20 97 1 15 26 34 20 100 Source: Primary Data Output from SPSS 20 As shown in the table above 20 respondents strongly agree, 34 respondents agree, 26 respondents are doubtful, 15 respondents disagree and 2 respondents strongly disagree. Table 4.60 Make frequently buy Pocari Sweat Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 11 37 29 19 97 1 11 37 29 19 100 Source: Primary Data Output from SPSS 20 As shown in the table above 19 respondents strongly agree, 29 respondents agree, 37 respondents are doubtful, 11 respondents disagree and 1 respondent strongly disagree. 98 Table 4.61 Make an intend to buy Pocari Sweat more often Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 12 34 32 19 97 12 34 32 19 100 Source: Primary Data Output from SPSS 20 As shown in the table above 19 respondents strongly agree, 32 respondents agree, 34 respondents are doubtful, 12 respondents disagree and 0 respondents strongly disagree. Table 4.62 Asking for a recommendation from others in the buying decision of Pocari Sweat Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 13 33 32 18 97 1 13 33 32 18 100 Source: Primary Data Output from SPSS 20 As shown in the table above 18 respondents strongly agree, 32 respondents agree, 33 respondents are doubtful, 13 respondents disagree and 1 respondent strongly disagree. 99 Table 4.63 Make buying decisions towards Pocari Sweat because of your trust in Pocari Sweat Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 14 37 28 17 97 1 14 37 28 17 100 Source: Primary Data Output from SPSS 20 As shown in the table above 17 respondents strongly agree, 28 respondents agree, 37 respondents are doubtful, 14 respondents disagree and 1 respondent strongly disagree. Table 4.64 Be very careful in making buying decisions Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 11 40 33 13 97 11 40 33 13 100 Source: Primary Data Output from SPSS 20 As shown in the table above 13 respondents strongly agree, 33 respondents agree, 40 respondents are doubtful, 11 respondents disagree and 0 respondents strongly disagree. 100 Table 4.65 Pocari Sweat is appropriate for your needs Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 11 41 31 14 97 11 41 31 14 100 Source: Primary Data Output from SPSS 20 As shown in the table above 14 respondents strongly agree, 31 respondents agree, 41 respondents are doubtful, 11 respondents disagree and 0 respondents strongly disagree. Table 4.66 Feeling satisfied with the buying decision towards Pocari Sweat Grading Frequency Percentage Strongly Disagree Disagree Doubtful Agree Strongly Agree Total 1 10 33 33 20 97 1 10 33 33 20 100 Source: Primary Data Output from SPSS 20 As shown in the table above 20 respondents strongly agree, 33 respondents agree, 33 respondents are doubtful, 10 respondents disagree and 1 respondent strongly disagree. 101

3. Classical Assumption Test

a. Multicolinearity Test This test aims to test whether in the regression model finds correlations between the independent variables. In a good regression model should be no correlation between the independent variables. To see multicolinearity test results, it can be viewed in the following table: Table 4.67 Multicolinearity Coefficients a Model Unstandardized Coefficients Standardized Coefficients t Sig. Collinearity Statistics B Std. Error Beta Tolerance VIF 1 Constant -2.907 2.384 -1.220 .226 CAE .402 .103 .391 3.904 .000 .180 5.562 BAW .416 .173 .129 2.398 .019 .624 1.602 BAS .355 .124 .247 2.850 .005 .239 4.178 BPT .221 .101 .234 2.193 .031 .159 6.307 a. Dependent Variable: PIN Source: Processed Primary data by SPSS 20 According Imam Ghozali 2005:91, cutoff value that is commonly used to show the multicoloniarity tolerance value is 0.10 or equals to value VIF10. Celebrity Athlete Endorser : Tolerance 0.180 VIF 5.562 Brand Awareness : Tolerance 0.624 VIF 1.602 Brand Association : Tolerance 0.239 VIF 4.178 Brand Personality : Tolerance 0.159 VIF 6.307 102 The analysis of the data tolerance value shows there is no independent variable, which has a tolerance value less than 0.10 that means there is no correlation among independent variables that value more than 95 percent. On the other hand VIF shows similar things that there is no independent variable that has a VIF value more than 10, thus, it can be concluded that there is no multicolinearity among independent variables in regression model and feasible to use. b. Heteroscesdastisity Test Figure 4.1 Heteroscesdastisity Test Source: Processed Primary data by SPSS 20 According Imam Ghozali 2005:105 multiple linear regression free of heterocedasticity as follows: 1 There is no clear pattern