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more frequently exposed in marketing-communication strategy. This is in accordance with Supphellen 2000 in Sven Kuenzel 2010:15 that brand
associations can be formed by emotional impressions representing verbal, visual, sensory and emotional essentials, where this information will be stored
in consumers mind as brand-related experiences. Thus, formed association will develop a good and strong image, which in turn will influence the
consumers decision to purchase and consume the product. It is proved theoretically that purchase intention is influenced by the brand association.
One important factor in the process of building a strong brand is the establishment of a clear brand personality. A clear brand personality is by
using human characteristics as one of the brand identity in order to build an emotional connection to the consumer and the brand personality can
differentiate a brand against competitors brand. In this way, then according to Anoraga 2000 in Eka and Jony 2011:108 said that consumers influenced
deliberately to begin evaluating the benefits that can be obtained when purchasing the products offered and consumer easily to find products
accordance with their personality and eventually will create a decision-making process undertaken by the relevant consumer before purchasing of the
product. Based on the description theoretically that brand personality significance influence on purchase intention.
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B. Previous Research
Previous research on this topic has been contacted by. 1. Eka Setya Nurani and Jony Oktavian Haryanto 2011 in their study
entitled “PENGARUH
CELEBRITY ENDORSER,
BRAND ASSOCIATION,
BRAND PERSONALITY
DAN PRODUCT
CHARACTERISTICS DALAM MENCIPTAKAN INTENSI PEMBELIAN Case study on the ad of Kuku Bima Ener-
G Rosa Version Chris John”, explained that with using of multiple regression analysis technique
obtained the results are: a. Celebrity Endorser did not significantly influence the purchase
intention on the products of Kuku Bima Ener-G Rosa. These results did not support the hypothesis proposed earlier by researchers in this
study. b. Brand Association has influenced significantly toward purchase
intention on the product of Kuku Bima Ener-G Rosa. These results support the hypothesis proposed earlier by researchers in this study.
c. Brand Personality did not influence significantly toward purchase intention on the product of Kuku Bima Ener-G Rosa. These results did
not support the hypothesis proposed earlier by researchers in this study.
d. Product Characteristic has influenced significantly toward purchase intention on the product of Kuku Bima Ener-G Rosa. These results
support the hypothesis proposed earlier by researchers in this study.
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2. Mohammad Reza Jalilvand, Neda Samiei, and Seyed Hessamaldin Mahdavinia 2011 in their research entitled
“The Effect of Brand Equity Components on Purchase Intentions: An Application of Aaker’s Model in
The Automobiles Industry” explained that this research aims to investigate the effect of brand equity dimensions on purchase intention, based on
Aaker’s well-known conceptual framework in the automobile industry. Building on extensive literature, a model of consumers’ purchase intention
that includes the major determinants of brand equity model is proposed. Based on a sample of 242 consumers, structural equation modeling is used
to test hypotheses. The research reveals that brand awareness, brand association, brand loyalty, and perceived quality have a significant impact
on consumers’ intention to purchase products. The paper suggests that marketers should carefully consider the brand equity components when
designing their branding strategies. Marketers are also called on to adept their branding approaches to fit each marketing environment and enhance
brand loyalty to reduce the switching behavior of consumers. The paper clarifies the interrelation between the four brand equity model components
and purchase intention. 3. Karina P. Rodriguez 2008 in his research entitled
“APPAREL BRAND ENDORSERS AND THEIR EFFECTS ON PURCHASE INTENTIONS: A
STUDY OF PHILIPPINE CONSUMERS” explained that with using of Linear Regression Analysis obtained the results are:
Based on the study data it can be concluded that an endorser with a high
