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