Secondary Data The influence of celebrity endorce, brand image, and consumer perception toward the decision of buying lifebuoy soap: case study in Budi Luhur University

39 researchers hold a research library with reading literature in the form of books and journals related to the thesis theme.

D. Data Analysis Method

1. Test validity and Reliability

a. Test of Validity

As stated up front , that validity is a measure that indicates the extent to which the measuring instrument was able to measure what is measurable . According to Imam Ghozali 2005: 45 the validity test is used to measure whether a legitimate or valid questionnaires. A questionnaire is valid if the questions on the questionnaire were able to reveal something that will be measured by the questionnaire. The amount of the total validity of tests scores are said to be valid if the total score 0.30 Sugiyono, 2007: 178 . Usually the minimum requirement to be considered eligible is when r = positive +. So if the correlation between grain with a total score of negative one - then the grains in the instrument is declared invalid Nur and Bambang indriyanto Supomo, 2002: 124.

b. Reliability Test

If a measurement tools has been declared invalid, then the next step is to measure the reliability of the tool. As a measure which shows the consistency of the measuring instrument for measuring the same symptoms on the other occasions. To view reliability, then the calculated cronbach alpha of each instrument. 40 These variables are said to have a value of cronbach alpha of his larger 0.60 Nunnally in Ghozali, Imam 2005: 42. Reliability test aims to see the consistency of the measurement tool will be used, i.e. whether the measuring instrument is accurate, stable, and consistent. The techniques used were cronbach alpha coefficient. Reliability an instrument is acceptable if it has minimal cronbach alpha coefficient is 0.60, which meant that the instrument could be used as a reliable data-collecting the results of measurements of the relative coefficient if it is done restart rod for.

2. Classic Assumption Tests

Multiple linear regression model may be referred to as a good model if the model of classical statistical assumptions. A classic assumption test process can be performed using SPSS 20.0 FOR Windows programs

a. Normality

Normality testing is the testing of the average distribution of the data. This test is the most widely performed testing for parametric statistical analysis. The use of tests of normality because on the statistical analysis of the parametric assumption that must be owned by the data is that the data is distributed normally. The intent of the distributed data normally is that the data will follow the form of a normal distribution. That data concentrates on the average