THE INFLUENCE OF CELEBRITY ATHLETE
ENDORSER, BRAND AWARENESS, BRAND
ASSOCIATION, AND BRAND PERSONALITY
TOWARD PURCHASE INTENTION
by:
Gugun Wiguna
NIM: 108081100001
INTERNATIONAL MANAGEMENT FACULTY OF ECONOMIC AND BUSINESS
STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH JAKARTA
THE INFLUENCE OF CELEBRITY ATHLETE ENDORSER, BRAND AWARENESS, BRAND ASSOCIATION, AND BRAND PERSONALITY
TOWARD PURCHASE INTENTION
Undergraduate Thesis
Submitted to Faculty of Economics and Business
As Partial Fulfillment of the Requirements
For Acquiring Bachelor Degree of Economics
By:
Gugun WIguna
108081100001
Under Supervision of:
Supervisor I Supervisor II
Prof. Dr. Margareth Gfrerer Cut Erika AF, SE, MBA
INTERNATIONAL MANAGEMENT FACULTY OF ECONOMIC AND BUSINESS
STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH JAKARTA
ENDORSEMENT SHEET COMPREHENSIVES EXAMS
Today is Friday, February 24, 2012 a comprehensive Examination has been
conducted on student:
1. Name : Gugun Wiguna
2. Student Number : 108081100001
3. Department : Management
4. Thesis Title : THE INFLUENCE OF CELEBRITY ATHLETE ENDORSER, BRAND AWARENESS, BRAND ASSOCIATION, AND
BRAND PERSONALITY TOWARD PURCHASE INTENTION
After careful observation and attention to appearance and capabilities relevant for
the comprehensive exam process, it was decided that the above student passed and
given the opportunity to continue to thesis as one of the requirements to obtain a
Bachelor of Economics in the Faculty of Economics and Business Syarif
Hidayatullah State Islamic University Jakarta.
SHEET STATEMENT
AUTHENTICITY SCIENTIFIC WORKS
The person who signed below:
Name : Gugun Wiguna
Student Number : 108081100001
Faculty : Economic and Business
Department : Management
Hereby declare that;
1. Not use other people's ideas without being able to develop and
accountable.
2. Do not do plagiarism of other people work manuscript.
3. Do not use other people work without mentioning original source or
without the owner's permission.
4. Do not manipulate falsify the data.
5. Own work and able to work responsible for this work.
If in the future there is a demand from the other side of my work, and have been
accountably proved, was indeed found evidence that I have violated the above
statement, and then I am ready to be sanctioned according to rules applicable in
the Faculty Economic and Business Syarif Hidayatullah State Islamic University
Jakarta.
Thus statement truly made with sincerely:
CURRICULUM VITAE
Name : Gugun Wiguna
Place, Date of birth : Kuningan, October 27th 1990
Gender : Male
Religion : Islam
Nation : Indonesian
Address : Jl. Bulak Raya 3 rt.004 rw.002 Kel. Cempaka Putih
Kec. Ciputat Timur Kota.Tangerang Selatan
Phone : 087782832332
Educational Background
1. 02 State Elementary School, Lebak Wangi (1996-2002)
2. Al-Islam Islamic Junior High School, Ciamis (2002- 2005)
3. 03 State Islamic Senior High School, Ciamis (2005-2008)
4. Islamic State University of Syarif Hidayatullah Jakarta (2008-2013)
Jakarta, July 2013
ABSTRACT
This research aims to determine the effect simultaneously and partially from the celebrity athlete endorser, brand awareness, brand association, and brand personality towards purchase intention of Isotonic drink of Pocari Sweat. The content analysis is used to analyses the terms and the subsequent understanding about celebrity athlete endorser, brand awareness, brand association, brand personality, and purchase intention by detail. The literature review intends to elaborate the roles of celebrity athlete endorser, brand awareness, brand association, and brand personality towards purchase intention of isotonic drink of Pocari Sweat. Previous research findings indicate that there are positive and negative relationships between celebrity athlete endorser, brand awareness, brand association, and brand personality to the purchase intention. The methodology applied in this elaboration is the multiple linear regression method. This result of this research shows that there is simultaneously influence among celebrity athlete endorser, brand awareness, brand association, and brand personality towards consumer’s purchase intention.
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial dari atlet selebriti pendukung, kesadaran merek, asosiasi merek, dan kepribadian merek terhadap niat beli minuman isotonik Pocari Sweat. Analisis isi digunakan untuk menganalisis persyaratan dan pemahaman berikutnya tentang atlet selebriti pendukung, kesadaran merek, asosiasi merek, kepribadian merek, dan niat pembelian secara detail. Tinjauan pustaka bermaksud untuk menguraikan peran atlet selebriti pendukung, kesadaran merek, asosiasi merek, dan kepribadian merek terhadap niat pembelian minuman isotonik Pocari Sweat. Temuan penelitian sebelumnya menunjukkan bahwa terdapat hubungan positif dan negatif antara atlet selebriti pendukung, kesadaran merek, asosiasi merek, dan kepribadian merek terhadap niat beli. Metodologi yang digunakan dalam pengembangan ini adalah metode regresi linier berganda. Hasil penelitian ini menunjukkan bahwa ada pengaruh secara simultan antara atlet selebriti pendukung, kesadaran merek, asosiasi merek, dan kepribadian merek terhadap niat beli
konsumen .
PREFACE
All praise to Allah SWT as the Hearer, the Seer and above all an
abundance of grace, Taufiq, as well as his guidance. So, because Allah SWT I can
finish this research on time. Shalawat always gives to the Prophet of Muhammad
SAW and all his family and friends who always helped him in establishing
Dinullah in this earth. With the strength, intelligence, patience, and strong desire
from Allah SWT, I am able to finish this thesis as graduation pre requirement for
bachelor degree.
I believe there is an invisible hand that helped me going through this
process. My special thank for my Mom, Emi, who has been helping and support
me to finish the thesis. You are the embodiment of angels in human form. So, I
want to make you always smile because your smile can make me calm in any
situations. You always pray and falling your tears, you prayed only for the
pleasure your family and your daughters. Thank you mom. I also would like to
extend my gratitude to my father, Oman who has been helping and praying for
me. I believe I am nothing without each one of you who has helped me in
finishing this thesis.
Thus, in this very special moment, let me say many thanks to all of them
who have been helping me the process of this thesis, including:
1. Prof.Dr. H. Abdul Hamid, MS as Dean of the Faculty of Economics and
Business who helped me in completing this thesis and received Bachelor
Degree.
1. M. Arief Mufraeni, Lc.,Msi as Head of International Program.
2. Ahmad Dumyathi Bashori, MA as Secretary of International program.
3. Prof. Dr. Margareth Gferer as my first thesis supervisor. You are my
mentor who has provided direction and guided me, shared your knowledge
4. Cut Erika Af, MBA, my second thesis supervisor who has provided
direction, guidance, and thank you for your time and your helps. So I can
finish this thesis.
5. All Lecturers who have taught patiently, may what they have given are
recorded in Allah SWT almighty and all staffs UIN Jakarta, especially for
lecturers and staffs of UIN Syarif Hidayatullah faculty economics and
business.
6. Wonders of the Al-Quran nul qariim and As-Sunnah that has become the
light in this life.
7. Special thanks to Keluarga Besar Mahasiswa Galuh Jaya
(JABODETABEK), Mr Ahmad Muawam,M.Si, Mr Asep Nurwanda,M.Si,
Mr Jajang Rofik Nurdin,S.SI.,SE.I, Mr Samsuludin Az-Zaky,MA.Si, Mr
Ramdhani Miftah,M.Pd, Mr Irfan Hielmy,M.Pd, Mr Asep Sunandar,
S.Sos.I, Mr. Junaedi Abdullah, Mr Rahman Suherman,S.Si, Mr Ajat
Sudrajat,S.Sos, Mr Aris Saeful, SE, Mr Kaka Hanifa,S.Sos, Mr Sabilil
Muttaqien,SH.i, Mr Ahmad Ahidin,S.Pd, Mr Suryamin, Mr Mustafid, Mr
Ilyas Kartawijaya,S.HI, Mr Ujang Sudrajat,S.Pd.I, Mr Gufron,SE.I, Mr
Asep Idris, Mr Zaki Khoeruman, Mr Imam Rifi’i, Mr Asep Permana, Mrs
Irma Nurfauziah, Mrs Fitri Nurfaozah, Mrs Susi Sumarni, Coordinator of
District of Bogor (IPB), Bekasi (UNISMA), and Depok (UI). Thank you
so much to all of you, all of you becoming my second family in my life.
8. All of my friends in international program batch 2008. Mahmud, Fitroh
(Fitoy), Arief (Afyw), Ryan (Ipul), Eko Fajrin, Vivin, Mia, Shita, Royan,
Angga, Abhi, Berliansyah, Rizki, Ripa, Shinta, Lucky, Novita, Farah,
Grevi, Dini, Devi who already help me and support me in finishing this
thesis. More than 4 years we are became classmates, we have been through
together with different characters. Destiny guided us to becoming best
friends ever. Thanks for your prayers and forward your ways. Bunch of
love for you guys.
9. Seniors and juniors of regular, non-regular and international program in
for your great supports.
10.Special thanks to Fitroh, Royan, Afyw and Mahmud "Thank you brothers,
you have taught about the statistics and thanks for share your knowledge
about thesis. May Allah blessing you in all rest of your life.
11.Special thanks to Ai Leni Wahyuni as my beloved wife, you always
support me as long as I studied in UIN JKT until I finish my thesis, I Love
You.
12.Kuningan family, Ciamis family and Bandung family.
13.Seniors and juniors Prodi int'l management and accounting. Thank you
brother and sister who have prayed and give me spirit.
I realize this thesis is still far from perfection, thus suggestions and
constructive criticism from all parties are welcome in order to improve my
thesis. Finally, only Allah SWT will return all and I hope this thesis will be
useful to all parties, especially for writers and readers in general, may Allah
bless us and recorded as the worship of Allah’s hand. Aamiin.
Wassalammualaikum Wr.Wb
Jakarta, July 2013
BRIEF CONTENT
AUTOBIOGRAPHY ... i
ABSTRACT ... ii
PREFACE ... iii
BRIEF OF CONTENT ... vi
BRIEF OF TABLE ... x
BRIEF OF FIGURE ... xiv
CHAPTER I INTRODUCTION A. Research Background ... 1
B. Research Question ... 7
C. Objectives and Outputs of Research ... 7
CHAPTER II LITERATURE REVIEW A. Theory Development ... 10
1. Advertising ... 10
2. Celebrity Endorser ... 11
a. The Role of Celebrity Endorser ... 12
b. Evaluating Advertising Effectiveness ... 15
3. Brand ... 16
a. Benefit of Brand ... 17
4. Brand Awareness ... 19
a. The Role of Brand Awareness ... 19
b. The Level of Brand Awareness ... 20
5. Brand Association ... 22
a. The Approach of Brand Association ... 22
6. Brand Personality ... 23
a. The Dimension of Brand Personality ... 24
7. Purchase Intention ... 26
c. Evaluation of Alternatives ... 28
d. Purchase Intention ... 29
e. Purchase Decision ... 29
f. Post Purchase Behavior ... 29
8. Summary of Literature Review ... 31
B. Previous Research ... 33
1. The Evaluation of Findings ... 37
C. Conceptual Framework ... 38
D. Research Hypothesis ... 39
CHAPTER III RESEARCH METHODOLOGY A. Scope of Research ... 43
B. Method of Sampling ... 43
1. Population ... 43
2. Sample ... 44
C. Kind of Data and Data Collection Method ... 45
1. Kind of Data ... 45
a. Primary Data ... 45
b. Secondary Data ... 45
2. Data Collection Method ... 46
a. Questionnaire ... 46
b. Literature Study ... 48
D. Likert Scale ... 48
E. Data Analysis Method ... 49
1. Validity and Reliability Test ... 49
a. Validity ... 49
b. Reliability ... 50
2. Descriptive Statistics ... 52
3. Classical Assumption ... 52
a. Normality Test ... 52
c. Heteroscedasticity Test ... 54
4. Multiple Linear Regression ... 55
a. The Coefficient of Determination Test (R2)... 56
b. Hypothesis Testing for F test (Simultaneous Test) 57 c. Hypothesis test for t-test (Partial Test)... 58
F. Operational Variable Research ... 59
1. Operational Variable ... 59
a. Independent Variable ... 59
b. Dependent Variable ... 59
G. Table of Research Variable Operational ... 60
CHAPTER IV ANALYSIS A. Company Profile ... 64
1. History of PT. Amerta Indah Otsuka ... 64
a. History of Pocari Sweat in Indonesia ... 64
b. Vision and Mission ... 65
2. General Description of Respondents ... 66
a. General Description or Respondents by Age ... 66
b. General Description of Respondents by Sex ... 67
c. General Description of Respondents by Income Per Month ... 67
B. Analysis and Discussion ... 68
1. Validity and Reliability test ... 68
a. Validity Test ... 68
b. Reliability Test ... 72
2. Descriptive Analysis ... 74
a. Questionnaire of Brand Awareness ... 74
b. Questionnaire of Celebrity Athlete Endorser .... 76
c. Questionnaire of Brand Awareness ... 82
d. Questionnaire of Brand Association ... 84
f. Questionnaire of Purchase Intention ... 95
3. Classical Assumption Test ... 101
a. Multicolinearity Test ... 101
b. Heteroscesdastisity Test ... 102
c. Normality Test ... 104
4. Multiple Linear Regression ... 106
a. Coefficient Determination (R2) ... 106
b. F Test ... 106
c. T Test ... 107
CHAPTER V CONCLUSIONS, IMPLICATIONS, AND RECCOMENDATIONS A. Conclusions ... 112
B. Implication ... 113
C. Recommendations ... 115
BRIEF OF TABLE
No Explanation Page
3.1 Likert Scale ... 49
3.2 Reliability Instrument Scale ... 52
3.3 Research Variable Operational ... 60
4.1 Age ... 66
4.2 Sex ... 67
4.3 Income Per Month ... 67
4.4 Validity Test: Celebrity Athlete Endorser ... 69
4.5 Validity Test: Brand Awareness ... 69
4.6 Validity Test: Brand Association ... 70
4.7 Validity Test: Brand Personality ... 70
4.8 Validity Test: Purchase Intention (Y) ... 71
4.9 Reliability of Celebrity Athlete Endorser (X1) ... 72
4.10 Reliability of Brand Awareness (X2) ... 73
4.11 Reliability of Brand Association (X3) ... 73
4.12 Reliability of Brand Personality (X4) ... 73
4.13 Reliability of Purchase Intention (Y) ... 74
4.14 Please mention brand of isotonic drink advertised by Irfan Bachdim that you know and sold in the market? ... 74
4.15 Do you know the brand of Pocari Sweat isotonic drink? ... 75
4.16 Where did you get to know Pocari Sweat? ... 75
4.17 Irfan Bachdim is the role model of Pocari Sweat with an honest personality... 76
4.18 Irfan Bachdim is the role model of Pocari Sweat with a high integrity .... 76
4.19 Irfan Bachdim is the role model of Pocari Sweat with a good knowledge on how to endorse the product ... 77
4.20 Irfan Bachdim is the role model of Pocari Sweat with many experiences to perform creative advertising ... 77
communication skill to endorse the product ... 78
4.22 Irfan Bachdim is the role model of Pocari Sweat with a good physical performance ... 78
4.23 Irfan Bachdim is the role model of Pocari Sweat with a good personality 79 4.24 Irfan Bachdim is the role model of Pocari Sweat with an interesting lifestyle ... 79
4.25 Irfan Bachdim is the role model of Pocari Sweat with a good achievement in the world of celebrity athletes (Soccer) ... 80
4.26 The Pocari Sweat ads endorsed by Irfan Bachdim is suitable for all genders of the Pocari Sweat segment ... 80
4.27 The Pocari Sweat ads endorsed by Irfan Bachdim is suitable for all ages of consumers of Pocari Sweat... 81
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 ... 81
4.29 Pocari Sweat is the main brand among the various isotonic drinks?... 82
4.30 Consumers are able to recall the brand of isotonic drinks without seeing Pocari Sweat brand (logo/symbol) ... 82
4.31 Consumers can easily recognizing the brand after seeing Pocari Sweat brand ... 83
4.32 Pocari Sweat is an unknown isotonic drink ... 83
4.33 Pocari Sweat is a famous brand ... 84
4.34 Pocari Sweat has an attractive packaging ... 84
4.35 Pocari Sweat has a good image ... 85
4.36 Pocari Sweat is able to replace the body fluids lost through sports / stressful activities... 85
4.37 Pocari Sweat is able to restore the physical power ... 86
4.38 Pocari Sweat is able to prevent the body from dehydration ... 86
4.39 Active people consume Pocari Sweat ... 87
4.40 Pocari Sweat is consumed by sport people ... 87
4.42 Based on your opinion, the brand personality of Pocari Sweat is honest .. 88
4.43 Based on your opinion, the brand personality of Pocari Sweat is humble 89
4.44 Based on your opinion, the brand personality of Pocari Sweat is
wholesome (carries oxygen and nutrients) ... 89
4.45 Based on your opinion, the brand personality of Pocari Sweat is modest. 90
4.46 Based on your opinion, the brand personality of Pocari Sweat is exciting 90
4.47 Based on your opinion, the brand personality of Pocari Sweat is
energetic ... 91
4.48 Based on your opinion, the brand personality of Pocari Sweat is unique . 91
4.49 Based on your opinion, the brand personality of Pocari Sweat is secure .. 92
4.50 Based on your opinion, the brand personality of Pocari Sweat is pleasing 92
4.51 Based on your opinion, the brand personality of Pocari Sweat is reliable 93
4.52 Based on your opinion, the brand personality of Pocari Sweat is fresh .... 93
4.53 Based on your opinion, the brand personality of Pocari Sweat is
outdoorsy ... 94
4.54 Based on your opinion, the brand personality of Pocari Sweat is tough ... 94
4.55 Buy Pocari Sweat products because of a need ... 95
4.56 Your buying decisions towards Pocari Sweat rely on recommendation
from Media ... 95
4.57 Your buying decisions towards Pocari Sweat rely on recommendation
from family ... 96
4.58 Make a consideration about the product benefit before making a buying
decision towards Pocari Sweat ... 96
4.59 Make a consideration about the product benefit with other brands of
isotonic drinks before making a buying decision towards Pocari Sweat .. 97
4.60 Make frequently buy Pocari Sweat ... 97
4.61 Make an intend to buy Pocari Sweat more often ... 98
4.62 Asking for a recommendation from others in the buying decision of
Pocari Sweat ... 98
4.63 Make buying decisions towards Pocari Sweat because of your trust in
4.64 Be very careful in making buying decisions ... 99
4.65 Pocari Sweat is appropriate for your needs ... 100
4.66 Feeling satisfied with the buying decision towards Pocari Sweat ... 100
4.67 Multicolinearity ... 101
4.68 Glejser Test ... 103
4.69 Coefficient Determination ... 106
4.70 F Test ... 106
BRIEF OF FIGURE
No Explanation Page
2.1 Elements in The Communication Process ... 16
2.2 The Values of Brand Awareness ... 20
2.3 Pyramid of Brand Awareness ... 21
2.4 Five Brand Personality Traits ... 25
2.5 Six Stages of The Buyer Decision Process ... 27
2.6 Conceptual Framework Scheme ... 38
3.1 Questionnaire Design Process ... 47
4.1 Heteroscedastisity Test ... 102
4.2 Normality Test Result ... 104
CHAPTER I INTRODUCTION
A. Research Background
Economic growth in Indonesia has increased sharply which
encourages intense competition arising in the business world. It can be seen by
the increasing number of companies that produce either goods or services, this
led to competition in the business world. This is in line with GDP theory
saying that economic grothw measured in terms of an increase in the size of a
nation’s economy. GDP generally is defined as the market value of the goods
and services produced by a country (2010:Quickmba.com).
Encountering a tight business competition, companies must respond to
consumer desires. Companies must be able to communicate their products
appropriately. Companies need to provide the information about their products
well to consumers so that consumers know the product. Marketing strategies
that can be conducted by companies are following a promotion mix, which
provides information to consumers, such as television advertising that use
athletes as celebrity endorsers to affect the consumers and then intend to
purchase. Therefore, the promotion tool of marketing communications, such
as advertising, is effective to influence prospective buyers and customers,
targetted by the company (Vaidyanathan, 2013:www.acrwebsite.org).
In view of the current development of the advertising world, the most
addressed to the celebrities, such as beauty, talent, power, sexual appeal,
courage, elegance, skill, and athleticsm, which usually makes the product
endorsed by the celebrities to be more attractive and gives a strong character
(Stapleton, 2012:openpolicyontario.pbworks.com).
Role of celebrities as endorsers in an ad, assessed can influence
consumers to buy products. Celebrities serve as a source of messages or
advertising model to communicate the product being advertised properly, so
that consumer awareness for the product is raised to the stage to make a
purchase (Anne, 2010:www.itc.polyu.edu.hk).
By choosing the endorser from celebrities because celebrities are
assumed more credible than non-celebrity, physical appearance and character
of nonphysical of celebrities make it more attractive and preferred by
consumers, as well as performance, image, and celebrity popularity able to
more attract attention of the target consumers so that it can influence their
perceptions to make decisions in their purchases. According to Shimp quoted
by Eka and Jony (2011:105), Celebrity endorsers (actors, entertainers, or
athletes) are known to the public due to their achievements act as people
talking about a product they appreciate affects consumer attitudes and
behavior.
Through the using of celebrity endorsers, marketers can do
differentiation with competitors' products on the market. Basis of this
distinction is important because it will be used by consumers to choose from a
However, the brand as such has an important role for the company,
because the brand is one of the important assets that must be kept. Companies
try to maintain a good brand so that consumers know and remember.
To know more about a product than with the brand and to provide or
even improve the function of the brand then it is necessary to embed brand
awareness or brand presence in the minds of consumers, in order to
distinguish a product from competitor’s product. With the presence of the
brand in the minds of consumers, consumers will understand about the brand
(Ericsson, 2013:www.iei.liu.se).
According to Keller (2008:51) brand awareness is related to the
strength of the brand node or trace in memory, which we can measure as the
consumer’s ability to identify the brand under different conditions.
According to Keller (2008:54), brand awareness consists of brand
recognition and brand recall performance. Brand recognition is consumer’s
ability to confirm prior exposure to the brand when given the brand as a cue.
Therefore, brand recall is consumer’s ability to retrieve the brand from
memory when given the product category, the needs fulfilled by the category,
or a purchase or usage situation as a cue.
Through the use of the celebrity athlete endorsers, marketers can do as
well as a differentiator with competitors' products on the market. Base the
distinction is one of the values of the brand association. An association could
provide an important foundation for business differentiation. Brand
another brand. According to Rangkuti (2004:44), brand association is one way
to create a value for the company and its customers, because the brand
assosciation can help the process of preparing information to differentiate one
brand from another brand.
Brand association is also able to associate a brand through brand
personality. According to Rangkuti (2004:43), brand personality is originated
from a collection of brand association formed in the minds of consumers,
consumers who are accustomed to using certain brands tend to have a
consistency of brand image, or it is also called the brand personality.
Strong brands will get prime positions in consumers’ appreciation for
products, when companies communicate the values of their products
effectively and efficiently.
In Journal of Business Strategy and Execution, Eka and Jony
(2011:108). According to Anoraga (2000), purchase intention is a process of
decision making by consumers prior to purchase of the holding of products
offered or needed by consumers and Assael (2002) defines as the tendency of
consumers to buy a brand or to take action associated with the purchase which
is measured by the consumer makes purchase likelihood.
Intention behavior explains about people's beliefs about what
consumers are meant to do something in certain situations. Some researchers
proved that high product quality has a positive effect with consumers’
products with behavioral intentions and recommendations related to
something on someone else.
In 2011, Pocari Sweat held Futsal championship in 10 cities in
Indonesia that involving 16 senior high school in each city to give greater
opportunities to the young generation of Indonesia for their talents in sports
and achievement with Pocari Sweat. Therefore, Pocari Sweat understand that
sport is one of the most popular types of activities young people, as evidenced
by the high enthusiasm of youth who participated in the Pocari Sweat Futsal
Championship in 2011 (Suhendar, 2012:http://infogaya-sport.blogspot.com).
As a continuation of an ongoing commitment to educate the public
about the importance of body fluids, Pocari Sweat took Irfan Bachdim to
inspire the public about healthy lifestyle by maintaining the balance of body
fluids to be able to activity well and achivement (2012:www.aio.co.id)
Therefore, Irfan Bachdim is one of Indonesia's talented young athletes
that expected able to become a good celebrity athlete endorser to influence
consumer behavior. With the holding of Pocari Sweat Futsal Championship
will provide education and awareness to the public of the importance of health
and give a good impression that will form the brand association for Pocari
Sweat. So, brand associations are formed through brand personality, then
Pocari Sweat product as an isotonic drink products expected to affect
consumers purchase intention with build the same product to the consumers
According to Shimp in Eka and Jony (2011:108) revealed that
celebrity endorser is an individual either it actors, artists and athletes are
known to the public because of his achievements in the field and used to
convey advertising messages that are meant to attract the attention of
consumers that affect the target. So, the fluctuations in product sales are
influenced by celebrities who became their endorser. But in the other cases, it
was happened in the case of Kuku Bima products where Chris John as a
celebrity athlete endorser has no effect on purchase intentions of Kuku Bima
products (Eka and Jony, 2011:115). Therefore, researchers are encouraged to
conduct an evaluation of the product of Pocari Sweat, whether Irfan Bachdim
as a celebrity athlete endorser used Pocari Sweat has an influence on purchase
intentions or going through the same thing as Kuku Bima which uses Chris
John as the athlete endorser at the time.
Consumers will be examined in this study were students studying at
universities in Ciputat, lived in South Tangerang, the age under 19 years,
between 19-25 years, and over 25 years, and with the characteristics of
consumers who ever consume and know Pocari Sweat ad in television version
Irfan Bachdim. The selections of students as the sample object of the study
because the student is a broad-minded community and open to information
and sufficient knowledge to assess the products they consume.
Sweat”, which is the study of Pocari Sweat ads by Irfan Bachdim. Will this
affect the purchase intentions? Then consumer’s purchase intention will be
influenced by the celebrity endorser, brand awareness, brand association, and
brand personality are offered to consumers in the ad.
B. Research Questions
Based on the background described above, then formulated the
problem to be investigated as follows:
1. Is there any influence of celebrity athlete endorser toward consumer’s
purchase intention of Pocari Sweat?
2. Is there any influence of brand awareness toward consumer’s purchase
intention of Pocari Sweat?
3. Is there any influence of brand association toward consumer’s purchase
intention of Pocari Sweat?
4. Is there any influence of brand personality toward consumer’s purchase
intention of Pocari Sweat?
5. Is there any influence of celebrity athlete endorser, brand awareness, brand
association, and brand personality toward consumer’s purchase intention
of Pocari Sweat?
C. Objectives and Outputs of Research
1. Research Objectives
purpose of this study are as follows:
a. To analyze the influence of celebrity athlete endorser toward
consumer’s purchase intention of Pocari Sweat.
b. To analyze the influence of brand awareness toward consumer’s
purchase intention of Pocari Sweat.
c. To analyze the influence of brand association toward consumer’s
purchase intention of Pocari Sweat?
d. To analyze the influence of brand personality toward consumer’s
purchase intention of Pocari Sweat?
e. To analyze the influence of celebrity athlete endorser, brand
awareness, brand association, and brand personality toward
consumer’s purchase intention of Pocari Sweat?
2. Research Outputs
Based on the above research goals, then the benefits expected from
the results of this study are:
a. Increasing the theoretical knowledge and broaden horizons for the
author to study directly and evaluate the effect of celebrity endorsers
and brand awareness towards purchase intention in Pocari Sweat Ads.
b. Provide an overview for marketers to create more effective advertising
messages by using celebrities for consumers.
c. Become a suggestion to Otsuka Pharmaceutical Co., Ltd. for the
improvement activities in selecting celebrity endorser advertising and
market.
d. As consideration for consumers in Ciputat area in order to more clearly
see and understand in making a purchase of a product.
CHAPTER II
LITERATURE REVIEW
A. Theory Development 1. Advertising
In the business world, marketing is a way to set processes for
creating, communicating, and delivering products offered by companies to
consumers. How can their products are sold in the market and whether
these products are accepted by consumers.
Advertising is part of a marketing mix. In other words, advertising
is defined as a message that offers the products aimed to the public
through mass media. However, to distinguish it from regular
announcements, advertising is more directed to persuade people to buy, as
said by Jefkins quoted by Kotler (2006:427):
“Advertising aims to persuade people to buy”.
According to Kotler and Amstrong (2006:427), advertising is any
paid form of non-personal presentation and promotion of ideas, goods, or
services by an identified sponsor.
Advertising is a paid, mediated form of communication from an
identifiable source, designed to persuade the receiver to take some action,
now or in the future. (Zinkhan, 2010:182)
The integrated marketing communication refers to advertising and
advertising and promotions are an integral part of our social and economic
systems. The ability of advertising and other promotional methods to
deliver carefully prepared messages to target audiences has brought
advertising and promotion to a major role within the marketing strategies
of organizations.
2. Celebrity Endorser
Coulson and Kasali (2008:173) give priority based on the results of
research below:
The Celebrity endorser is attractive and popular can add products
confidence, which in turn is able to "force" the target audience to buy and
an advertising model used should match the advertised product. For
example the famous and beautiful movie artist would make a great
celebrity endorser of shampoos, soaps, or cosmetics. If there is a mismatch
in the election of celebrity endorser, advertising messages may be rejected.
Celebrity endorsers refer to individuals who have achieved some
form of celebrity status such as movie start, entertainers, athletes,
politician or some other well-known public figure. (George E. Belch and
Michael A. Belch, 2001:172)
According to Shimp quoted by Eka and Jony (2011:105),Celebrity
endorsers which refer to a character (actor, entertainer, or athlete) are
known to the public because his achievements and act as people who talk
about the product, which can ultimately affect consumer attitudes and
According to Media Trust (www.mediatrust.com), celebrities can
add unique value for companies such as the following:
1) Increase / enhance the company's sponsorships and contributions.
2) Attract new viewers or audiences.
3) Increase revenues with sponsorships and corporate contributions.
4) Provide involvement and lots of opinion from the consumers.
5) Contribute to public perception of the position of a company.
6) Restructure advertising campaign in the long run.
7) Increase or improve a company profile.
a. The Role of Celebrity Endorser
According to Shimp (2010:250) in Integrated Marketing
Communication in Advertising and Promotion, the role of celebrity
endorsers in advertising, is seen as:
1) Endorser Attributes: The TEARS Model
In determining the celebrity attributes then advertising
executive should ensure celebrities’ effectiveness as endorsers. The
TEARS model identified five attributes that were grouped under the
two general components of celebrity and attractiveness.
Extensive research has demonstrated that two general
attributes, credibility and attractiveness, contribute to an endorser’s
effectiveness, and that each consists of more distinct sub attributes
15, 2004). And then Shimp (2010:251) mentions that there are some
characteristics of endorsers and summarizes those in to five discrete
attributes: trustworthiness, and expertise are two dimensions of
credibility, where as physical attractiveness, respect, and similarity (to
the target audience) is components of the general concept of
attractiveness. These could be seen from the explanation below:
a) Credibility: The Process of Internationalization
Credibility could be interpreted to the tendency to believe
or trust someone. When an information source, such as an endorser,
is perceived as credible, audience attitudes are changed through a
psychological process called internationalization.
Internationalization occurs when the receiver accept the endorser’s
position on the issue as his or her own. An internalized attitude
tends to be maintained even if the source of the message is
forgotten or if the source switches to a different position (Stephanie
Thompson, 2004:62).
b) Attractiveness: The Process of Identification
The second general attribute that contributes to endorser
effectiveness is attractiveness, which means more than simply
physical attractiveness––although that can be a very important
attribute––and includes any number of virtuous characteristics that
consumers may perceive in an endorser: intellectual skills,
personality properties, lifestyle characteristics, athletic prowess,
they consider attractive, persuasion occurs through identification.
That is, when consumers perceive a celebrity endorser to be
attractive, they identify with the endorser and are likely to adopt
the endorser’s attitudes, behaviors, or preferences.
Shimp (2010:252) in Advertising and Promotion also
describes that common concepts from attributes influencing the
effectiveness of celebrity endorsers, have an indicator that
represents the dimension explained above. According to Shimp
(2010:252) Endorsers’ effectiveness is determined by the
following:
(1) Credibility
(a) Trustworthiness
Trustworthiness, the T in the TEARS model refers to the
honestly, integrity, and believability of a source.
(b) Expertise
The E component of the TEARS model––Expertise refers
to the knowledge, experience, or skills proposed by an
endorser as they relate to the endorsed brand.
(2) Attractiveness
(a) Physical attractiveness
The A component in the TEARS model––is a key
consideration in many endorsement relationships.
Advertising agents and their brand management clients
(b) Respect
The R in the TEARS model––Respect represents the quality
of being admired or even esteemed due to one’s personal
qualities and accomplishments.
(c) Similarity
The S in the TEARS model, represents the degree to which
an endorser matches in audience in terms of characteristics
pertinent to the endorsement relationship––age, gender,
ethnicity, and so on.
b. Evaluating Advertising Effectiveness
To communicate effectively, marketers need to understand how
communication works. According to Kotler and Armstrong (2006:405),
the elements in the communication process, which make the
Figure 2.1
Elements in The Communication Process
Source: Kotler and Armstrong, Principle of Marketing, eleventh edition, 2006:405
Kotler and Amstrong (2006:405) present this model to explain the
main factors in communicating effectiveness. For a message to be
effective, the sender’s encoding process must mesh with the receiver’s
decoding process. Thus, the best messages consist of words and other
symbols that are familiar to the receiver.
This model points out several key factors in the communication such
as senders and audiences and their ability to encode and decode messages
(Kotler and Armstrong, 2006:406).
3. Brand
A brand is name, sign, symbol, or design, or a combination of these,
that identifies the maker or seller of a product or service (Kotler and Sender Encoding Message
Media
Decoding Receiver
Feedback Response
Amstrong, 2006:229).
Brand is a set of perceptions and images that represent a company,
product or service. While many people refer to a brand as a logo, tagline or
audio jingle, a brand is actually much larger. A brand is the essence or
promise of what will be delivered or experienced (Hilton,
2012:www.persuasivebrands.com).
The American Marketing Association (AMA) defines a brand as a
name, term, sign, symbol, or design, or a combination of them, intended to
identify the goods and services of one seller or group of sellers and to
differentiate them from those of competition.
A brand can take many forms, including a name, sign, symbol, color
combination or slogan. For example, Coca Cola is the name of a brand make
by a particular company (Oxford University,
2012:www.oxfordlanguagedictionaries.com).
a. Benefit of Brand
According to Marcia Yudkin (2012:www.namedatlast.com)
branding is the process of creating distinctive and durable perceptions in
the minds of consumers. A brand is a persistent, unique business identity
intertwined with associations of personality, quality, origin, liking and
more.
The five benefits of a brand, are listed as recognition and loyalty,
image of size, image of quality, image of experience and reliability, multiple
1) Recognition and Loyalty
A strong brand name and logo/image helps to keep your company
image in the mind of potential customers.
If customers are happy with certain products or services, a brand helps
to build customer loyalty across your business.
2) Image of Size
A strong brand will project an image of a large and established
business to potential customers.
A strong brand projects an image of quality to a business that shows
quality and value.
3) Image of Experience and Reliability
A strong brand creates an image of an established business that has
been around for long enough to become well known.
4) Multiple Products
A strong brand allows linking several different products or ranges.
The advantages of a strong brand are seen in the following (Paul
Christ, 2012:www.knowthis.com):
1) Brands provide multiple sensory stimuli to enhance customer
recognition.
2) Customers who are frequent and enthusiastic purchasers of a particular
brand are likely to become Brand Loyal.
3) Well-developed and promoted brands make product-positioning efforts
4) Firms that establish a successful brand can extend the brand by adding
new products under the same “family” brand.
5) Strong brands can lead to financial advantages through the concept of
brand equity in which the brand itself becomes valuable.
4. Brand Awareness
Brand awareness, according to Shimp (2010:37) it is an issue of
whether a brand name comes to mind when consumers think about a particular
product category and the ease with which the name is evoked.
Brand awareness is the ability of consumers to recognize or recall that
a brand is a member of certain product category (Tjiptono, 2011:97).
According to Keller (2008:51) brand awareness is related to the
strength of the brand node or trace in memory, which we can measure as the
consumer’s ability to identify the brand under different conditions.
According to Keller (2008:54), brand awareness consists of brand
recognition and brand recall performance. Brand recognition is consumer’s
ability to confirm prior exposure to the brand when given the brand as a cue.
Therefore, a brand recall is consumer’s ability to retrieve the brand from
memory when given the product category, the needs fulfilled by the category,
or a purchase or usage situation as a cue.
a. The Role of Brand Awareness
The role of brand awareness in helping the brand can be
understood by examining how brand awareness can create a value
Figure 2.2
The Values of brand Awareness
Source: Durianto dkk., (2004:7) Brand Equity Ten: Strategy to lead the market
The explanations of those values are as follows:
1) Brand awareness becomes other association
2) Familiarity
3) Substance signals the presence, commitment and the core is very
important for a company.
4) Consideration of value
(Durianto, 2004:8-9)
b. The Level of Brand Awareness
Brand awareness has several levels of the lowest levels that are
called unaware of brand until the highest level is top of mind; it could be
illustrated in the pyramid (Durianto, 2004:7). Pyramid of brand awareness
from low to highest level, as follows: Brand Awareness
Brand awareness becomes other association
Familiar
Substances or Commitment
Figure 2.3
Pyramid of Brand Awareness
Source: David A. Aaker (1997:97) in Durianto dkk., 2004:7) Brand Equity Management: Harnessing the Value of A Brand.
1) Unaware of Brand
Lowest level in the pyramid of brand awareness in which consumers
are not aware of a brand.
2) Brand Recognition
The minimum level of brand awareness, where the introduction of a
brand appears again after the recall through the aid, that is called aided
call.
3) Brand recall
Recall of brand without the aid or unaided recall.
4) Top of Mind
Brand was first mentioned by consumers or which first appeared in the
minds of consumers, or the brand is the main brand of the various Top of Mind
Brand Recall
Brand Recognition
brands that exist in the minds of consumers (Durianto, 2004:6-7).
Based on the above explanation of the levels of brand awareness that
shows the different levels of consciousness those vary in each
individual.
5. Brand Association
Brand Association is one of the element former the important equities.
Keller (2008:56) revealed that brand equity occurs when consumers are
familiar on the brand and have brand associations that are strong, favorable,
and unique in memory.
According to Durianto (2004:69), Brand association is every
impression that comes to mind of someone who is related to the memory of a
brand.
According to Aaker (1996:160) Brand association is everything related
to the memory of the brand (Rangkuti, 2004:43).
Brand associations are the particular thoughts and feelings that
consumers have linked in memory with a particular brand, much in the same
fashion that we hold in memory thoughts and feelings about other people
(Shimp, 2010:36).
According to Rangkuti (2004:42), brand association is activated in
memory when people think about a particular brand.
a. The Approach of Brand Association
The associations related to a brand associated with the five
namely:
1) The association of the product attributes
2) The association of the intangible product attributes
3) The association of the customer's benefit
4) The association of lifestyle / personality and,
5) The association of the competition side.
According to Rangkuti (2004:43) brand association can create a
value for the company and its customers, because it can assist in the
preparation of information to distinguish one brand from another brand.
The five benefits of brand association, are seen in the preparation
of the information, differentiation, the reasons to buy, creation of positive
attitudes or feelings, and basic extension (Rangkuti, 2004:43) as the
following:
1) Assist in the preparation of the information.
2) Differentiation one brand from other brands.
3) The reasons to buy.
4) Creation of positive attitudes or feelings.
5) Basic extension.
6. Brand Personality
Brand association is also able to associate a brand through brand
personality. According to Rangkuti (2004:43), brand personality is originated
from a collection of brand association formed in the minds of consumers,
consistency of brand image, or it is also called the brand personality.
In journal of Business Strategy and Execution 2011,Brand personality
is the level of brand development, meaning that the brand reflects a
personality (Rangkuti, 2004).
Therefore Aaker (1997) cited from the research of Eka and Jony
(2011:111) that defines a brand personality as the set of human characteristics
associated with a brand.
According to Bauer Mader, Keller (2001) brand personality can help
the communication process to provide a convenience to consumers in
identifying the brand.
a. The Dimension of Brand Personality
Formation of clear personality is one of the important factors in the
process of building a strong brand. According to Eka and Jony (2011:111),
brand personality that built consistently, it will be difficult to imitate the
brand by a competitor. For the implementation, the development of
personality must consider to the brand personality Traits. There are five
indicators of brand personality proposed by Kotler and Armstrong
Figure 2.4
Five Brand Personality Traits
Source: Kotler & Amstrong (2006:140)
Those are the further explanations about Five Brand Personality
Traits (Kotler and Armstrong, 2006:140):
1) Sincerity (sincerity): the character of an honest, humble, and modest.
Sincerity contained in honesty in quality, authenticity of the product,
and similarity of brand with simple properties, such as cheerful and
youthful.
2) Excitement (spirit): the unique character that is full of high spirit and
imagination in making a difference and innovation.
3) Competence (ability): security, convenience, ability to be reliable and
trusted by customers.
4) Sophistication (worldliness): exclusivity established by the excellence
of prestige, brand image, as well as the level of traction offered to
customers.
5) Ruggedness (robustness): the ability of a brand to support the activities
outside the home and the strength or durability of the product.
7. Purchase Intention
According Anoraga (2000) in Eka and Jony (2011:108), the purchase
intention is a decision making process by the consumers prior to purchase a
product.
Assael (2002) in Eka Nurani and Jony Haryanto (2011:108), defines
the purchase intention as the tendency of consumers to buy a brand or to take
actions associated with the purchase of which is measured by how likely
consumers make purchases.
Howard (1994) in Eka Nurani and Jony Haryanto (2011:108), the
purchase intention is something related to consumers plan to purchase a
particular product, and how many units of the product is needed at a certain
period. It can be said that the intention of purchasing a mental statement that
reflects consumers plan to purchase a product with a particular brand.
According to Kumar et al, (2009:3) in Anniza Fitra Azwardi (2012:37)
Purchase intention refers to a consumer tendency to purchase the brand
routinely in the future and resist switching to other brands.
In the research of Kumar et al, (2009:3) in Anniza Fitra Azwardi
(2012:37) indicators used to purchase intention are:
a. I intend to buy this brand.
b. I am planning to buy this brand more often.
According to Kotler (2003:207) purchase intention is a stage before
purchase decision stage within the six stages of the buyer decision process
Kotler (2003:207), Figure 2.6 shows that six stages of the buyer
decision process that will be passed by consumer when making buying
decisions, consisting of: need recognition, information search, and evaluation
of alternatives, purchase intention, purchase decision, and post purchase
behavior.
Figure 2.5
Six Stages of The Buyer Decision Process
Source: Kotler, P.,(2003), Marketing Management, 11th edition, Prentice Hall, p.207.
Post purchase behavior Purchase Decision Information search Need Recognition
Evaluation of Alternative
a. Need Recognition
The buying process starts with need recognition––the buyer recognizes a problem or a need. The need can be triggered by internal
stimuli when one of the person’s normal needs––hunger, thirst, and sex––
raises to a level high enough to become a driver of consumer to purchase.
A need can also be triggered by external stimuli.
b. Information Search
The stage of the buyer’s decision-making process in which the
buyer is aroused to search for more information; the buyer may simply
have heightened attention or may go into active information search to
collect a variety of information about products and brands from any of
several sources, these include:
1) Personal sources (family, friends, neighbors, acquaintances).
2) Commercial sources (advertising, salespeople, dealers, packaging,
displays)
3) Public sources (mass media, consumer-rating organization).
4) Experiential sources (handling, examining, using the product).
c. Evaluation of Alternatives
The stage of the decision making process in which the consumer
uses information to evaluate alternative brands in the choice set. Once
consumers have information about the products and brands the consumers
start distinguishing the advantages and disadvantages between one brand
In some case, consumers use calculations and logical thinking. At
other times, the same consumers do little or no evaluating; instead they
buy on impulse and rely in intuition. Sometimes consumers make buying
decisions on their own; sometimes they turn to friends, consumer guides,
or salespeople for buying advice.
d. Purchase Intention
After knowing the chosen brand alternatives to meet their needs,
consumers will have a specific intention to buy a particular brand.
e. Purchase Decision
According to Kotler (2003:207) At this point the consumer has
taken the decision to buy a particular brand to meet their needs.
But in the evaluation stage according to Kotler and Amstrong
(2006:149), the consumer ranks brands and forms purchase intentions.
Generally, the consumer’s purchase decision will be to buy the most
preferred brand, but two factors can come between the purchase intention
and the purchase decision. The first factor is the attitudes of others. The
second factor is unexpected situational factors. However, unexpected
events may change the purchase intention.
f. Post Purchase Behavior
Post purchase behavior is the stage of the buyer decision process in
which consumers take further action after purchase, based on their
The role of marketer does not end when the product is bought. After
purchasing the product, the consumer will be satisfied or dissatisfied and will
engage in post purchase behavior of interest to the marketer. According to
Kotler and Armstrong (2006:150), The relationship between the consumer’s
expectations and the product’s perceived performance are the things to
determine satisfaction or dissatisfaction of the consumers, as follows:
a. If the product falls short of expectations, the consumer is disappointed,
b. If it meets expectations, the consumer is satisfied, and
c. If it exceeds expectations, the consumer is delighted.
The larger the gap between expectations and performances, the greater
the dissatisfaction of consumers. This suggests that sellers should promise
only what their brands can deliver so that buyers are satisfied. Some sellers
might even understate product performance levels to boost later consumer
satisfaction.
Almost all-major purchase result in cognitive dissonance, or
discomfort caused by post-purchase conflict. After the purchase, consumers
are satisfied with the benefits of the chosen brand and are glad to avoid the
drawbacks of the brands not bought. However, every purchase involves
compromise. Consumer feels uneasy about acquiring the drawbacks of the
chosen brand and about losing the benefits of the brands not purchased. Thus,
8. Summary of Literature Review
It can be concluded that of all the data obtained from the research that
celebrity athlete endorsers can influence the target audience because they have
achievements in the field, which are used to deliver messages of advertisement
to attract attention thus affecting the minds of consumers as a preference in
making purchasing decisions. It is also supported by the following academic
theory proposed by Suyanto (2005) in Eka and Jony (2011:108), that the
company uses rather a celebrity than ordinary people to advertise their
products because celebrities have the attributes of well-known, beauty,
courage, achievement, spirit of sports (athleticisme), elegance, power /
strength, and sexual attractiveness and often represent the desired traction by
companies to advertise their products and become a powerful teaser for
prospective customers. It is proved theoretically true that purchase intention is
influenced by a celebrity athlete endorser.
The literature shows that marketers do advertising to offer a brand to
get embedded in the minds of consumers. Brands that have been embedded in
the minds of consumers will be encouraged to make a purchase. It is
supported by Campbell (2002) in Sven Kuenzel (2010:15) suggests brand
awareness is the 'top-of-mind recall' of brands driven towards the purchase
decision-making. Hence, the brand awareness affects the purchase intention.
In advertising, there are a few impressions related to embed brand in
consumer minds. Impressions addressed to the brand will increase as the
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
consumer's 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
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
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:
celebrity status more positively influences the consumer’s attitude towards
the advertisement and purchase intentions. With respect to endorser
credibility, the only qualities those influence attitudes towards the
advertisement and purchase intentions are: Experienced, Knowledgeable,
Qualified, and Trustworthy. Spokespersons who possess these qualities are
more persuasive and are more capable of positively influencing both
attitude towards the advertisement and intentions to buy.
The results also support the view that culture plays a significant role in
advertising. High power distance moderates the relationship between the
endorser type and attitude towards the advertisement. The higher the
power distance, the stronger the relationship becomes between the two
variables.
Collectivism moderates the relationship between endorser credibility and
attitude towards the advertisement, i.e., the higher the level of
collectivism, the stronger the relationship between the two variables
become.
The results indicate however, that attitude towards the brand does not
influence purchase intentions, contrary to what might be expected. A
possible explanation for this is that the brand name used in the study is a
fictitious one.
One of the contributions of this study is that it incorporated the value
orientations of high power distance and collectivism. Having shown the
