Yudy Darma Putra 107081103298 - UIN Syarif Hidayatullah...

THE INFLUENCE OF CELEBRITY ENDORCE, BRAND

IMAGE, AND CONSUMER PERCEPTION TOWARD THE

DECISION OF BUYING LIFEBUOY SOAP

(CASE STUDY IN BUDI LUHUR UNIVERSITY)

Undergraduate Thesis as

One of the requirements to complete the course Bachelor (S1)

The undergraduate faculty of economics and business

State Islamic University Syarif Hidayatullah

Jakarta

Prepared by:

Yudy Darma Putra

107081103298

DEPARTMENT OF MANAGEMENT INTERNATIONAL

FACULTY OF ECONOMICS AND BUSINESS

SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY

JAKARTA

1435 H / 2014 M

iv

CURRICULUM VITAE

Personal Identities

Name : Yudy Darma Putra

Gender : Male

Place of Birth : Jakarta

Date of Birth : January, 15th

1989

Address : Komplek Taman Cipulir Blok A.2/9

Phone/Mobile : 085691103108

E-mail Address : [email protected]

Formal Education

College : UIN Syarif Hidayatullah Jakarta

Senior High School : SMA Hang Tuah 1 Jakarta

Junior High School : MTS Manbaul Khair

Elementary School : MIN 09 Jakarta

Kindergarten : TKI Nurbalita

mailto:[email protected]

v

SHEET STATEMENTS

AUTHENTICITY SCIENTIFIC WORKS

Signature bellow:

Name : Yudy darma putra

Student ID : 107081103298

Faculty : Economics and Business

Department : Management

Hereby declare that in the writing of this thesis, I;

1. Do not use other people’s ideas without being able to develop and accountable.

2. Do not plagiarism of the other people’s work manuscript.

3. Do not use other people’s work without mentioning the original source or without

the owner’s permission.

4. Do not manipulate and 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, then I am ready to

be sanctioned according to rules applicable in the Faculty of Economics and Business Syarif

Hidayatullah State Islamic University Jakarta.

Thus, this statement is truly made with sincerity.

Jakarta, 2014

(Yudy Darma Putra)

vi

ABSTACT

This study aims to determine the effect simultaneously and partially from the

celebrity endorser, brand image and consumer perception of product purchase

decisions lifebuuy soap brand. In this study used primary data obtained

from field research with users of the research object lifebouy soap brand in

the campus Budi Luhur Jakarta as well as secondary data to support research

to find out the influence of independent variables on the dependent variable used

multiple linear regression analysis in SPSS 20 for windows. Based on multiple

linear regression analysis found that the variable celebrity endorser, brand

image and consumer perception simultaneously and partially to have a

significant effect on purchasing decisions by the R square (R2) 92.5%, this

indicates that the celebrity endorser, brand image, and perception consumers can

influence purchasing decisions, while the remaining 7,5% is determined by

other variables that are unknown and not included in this regression analysis.\

Key words: purchasing decisions, celebrity endorser, brand image, customer

perception.

vii

ABSTRAK

Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan maupun parsial

dari celebrity endorser, brand image, dan persepsi konsumen terhadap keputusan

pembelian produk sabun mandi merek lifebouy. Pada penelitian ini digunakan

data primer yang diperoleh dari riset lapangan dengan objek penelitian pengguna produk

sabun mandi merek lifebouy di wilayah kampus Budi Luhur Jakarta serta data sekunder

yang mendukung penelitian untuk mengetahui pengaruh variabel bebas terhadap variabel

terikat digunakan analisis regresi linier berganda pada SPSS 20 for windows.

Berdasarkan analisis regresi linier berganda diketahui bahwa variabel celebrity

endorser, brand image, dan persepsi konsumen secara simultan maupun parsial

mempunyai pengaruh yang signifikan terhadap keputusan pembelian dengan R

square (R2) 91.3%ini menunjukan bahwa celebrity endorser, brand image, dan

persepsi konsumen dapat mempengaruhi keputusan pembelian, sedangkan sisanya

sebesar 8,7% ditentukan oleh variabel lain yang tidak diketahui dan tidak termasuk

dalam analisis regresi ini.

Kata-kata kunci : keputusan pembelian, celebrity endorser, brand image, persepsi

konsumen.

viii

PREFACE

Assalamu’alaikum Wr. Wb.

All praise to Allah SWT, because of His blessings and grace the writer can finish

this thesis as one of the requirements in accomplishing the bachelor degree.

The writer also want to thank profusely to all of the parties who had sacrificing

their time to give motivation and advice to the writer, thus, this thesis can be finished

properly. The writer realizes that without the support from the several parties, this

thesis cannot be finished properly. In this change, the writer would like to say thank

to:

1. Thanks to Allah swt and beloved parents (H.Darmansyah and Hj.maznah)

always supporting me and be my best lecture in my life, for beloved brother

Rizky darma putra,Muhammad hanafi,muhammad al-fayet and my sisters

Diska vebry darma,niees an large famiy for prayer, encouragement and

enthusiasm given to the author for taking courses and completing the study

2. Prof. Dr. Abdul Hamid, MS., as the Dean of Economic and Business Faculty

UIN Syarif Hidayatullah.

3. Dr. Yahya Hamja,MM as my supervisor I, who always encourage, guide and

motivate me. Thank you for the time that you have spared to help me to

finish this thesis. Thank you for always being nice when I ask question sir.

May Allah gives His blessing for you.

4. Dr.Suhendra,S,Ag,MM as my supervisor II, who always encourage, guide

and motivate me. Thank you for the time that you have spared to help me to

finish this thesis. May Allah gives His blessing for you.

ix

5. Lecturers UIN syarif Hidayatullah, which has contributed his knowledge to

the author and his colleagues for this author. Thanks you for sacrifice of time

and Knowledge that has has given to the author and his friends other student.

6. All of the staff in Economic and Business Faculty on 3rd

floors. Especially

pak Bonyx who always nicely help me to prepare the documents that I need

to make the thesis. .

7. My friends in Management International 2007 who always nice to me:

Fathy,tipol,basir,tyas,andrea.zee,wike,aga,kharis,hatta,sharah,Zahra,hilya,Leo

,beler,dewi,dwi,sukria,ami,yassa,iki Thank you for being good friends.

The writer realizes that this thesis is far from perfection due to the limited

knowledge of writer. All of the suggestions and criticism are welcomed in order to

make this thesis better. I hope, this thesis will be useful for the other researcher or

reader.

Jakarta, ,2014

The Writer

Yudy darma putra

x

LIST OF CONTENT

COVER PAGE IN .................................................................................... i

CERTIFICATION OF THESIS EXAM SHEET .................................... ii

CERTIFICATION OF COMPREHENSIVE EXAM SHEET ............... iii

CURRICULUM VITAE .......................................................................... iv

SHEET STATEMENT AUTHENTICITY SCIENTIFIC WORKS ....... v

ABSTRACT .............................................................................................. vi

ABSTRAK ................................................................................................ vii

PREFACE ................................................................................................ viii

LIST OF CONTENT ................................................................................ x

TABLE OF CONTENT ........................................................................... xiii

LIST OF FIGURE .................................................................................... xiv

APPENDIX LIST ..................................................................................... xv

CHAPTER I INTRODUCTION

A. Background ................................................................. 1

B. Formulation of the Problem ......................................... 8

C. The Purpose and Benefits Of Research ........................ 8

1. For Authors ........................................................... 9

2. For Companies ....................................................... 9

3. For The Other Side Or Academic ........................... 9

CHAPTER II LITERATURE REVIEW

A. Theories Related to the Variable Taken....................... 11

1. Marketing Management .......................................... 11

2. Celebrity Endorser................................................... 12

3. Brand Image.................................................................. 17

4. Consumer Perseption.................................................... 22

5. Purchase Decision......................................................... 25

B. Previous Research ...................................................... 30

xi

C. Research Framework .................................................. 32

D. Hypothesis ................................................................. 34

CHAPTER III RESEARCH METHODOLOGY

A. Scope Of Research ..................................................... 36

B. Method of Determining The Sample .......................... 36

C. Data Collection Methods ............................................ 36

1. Primary Data ........................................................ 37

a. Questionnaire (Primary Data) ......................... 37

b. Interview ......................................................... 37

2. Secondary Data..................................................... 38

D. Data Analysis Method ................................................ 39

1. Test Validity and Reliability ................................. 39

a. Test of Validity ............................................... 39

b. Reliability Test ............................................... 39

2. A Classic Assumption Test ................................... 40

a. Normality........................................................ 40

b. Multicollinearity ............................................. 41

c. Heteroscedastisity ........................................... 42

3. Multiple Linear Regression Analysis .................... 43

4. T Test (Partial) ..................................................... 43

5. F Test (Simultan) .................................................. 44

E. Operational Variable Research .................................... 45

CHAPTER IV RESULTS AND DISCUSSION

A. General Description of Research Object ..................... 48

1. History PT. Unilever Indonesia ........................... 48

2. Vision and Mission .............................................. 49

3. The Characteristics of Respondents ...................... 50

B. Result and Discussion ................................................ 54

1. Validities and Reliabilities ................................... 54

2. Reliability test ...................................................... 58

xii

3. Classic Assumption Tests ..................................... 61

a. Normality Test ................................................ 61

b. Multi-Collinearity Test ................................... 62

c. Heterokedasticity Test .................................... 63

C. Multiple Regression Test ........................................... 65

CHAPTER V CONCLUSIONS AND SUGGESTION

A. Conclusion ................................................................. 71

B. The Implications ........................................................ 72

REFERENCES ......................................................................................... 73

APPENDIX .... .......................................................................................... 101

xiii

TABLE OF CONTENT

Table 1.1 Liquid soap market share Chart ......................................... 4

Table 2.1 Use of Celebrity Types ...................................................... 15

Table 3.1 Assessment Level Answers ................................................ 37

Table 4.1 Faculties Respondent ......................................................... 50

Table 4.2 Products That Use Lifebouy ............................................... 51

Table 4.3 Tendency Of Choosing Fragrance (Fragrance)

Is The Same In Every Lifebouy Purchase .......................... 51

Table 4.4 How Many Times Did Purchase Lifebouy In Each Month . 52

Table 4.5 Result of Validity and Reliability test Celebrity Endorser.. 53

Table 4.6 Result of Validity and Reliability test BrandImage ............ 54

Table 4.7 Result of Validity and Reliability test Customer perception 55

Table 4.8 Result of Validity and Reliability test Decision of Buying . 56

Table 4.9 Result of Reliability Test Celebrity endorser ..................... 57

Table 4.10 Result of Reliability Test Brand Image .............................. 58

Table 4.11 Result of Reliability Test Customer perception .................. 58

Table 4.12 Result of Reliability Test Decision of Buying .................... 59

Table 4.13 Multi-Collinearity Test ...................................................... 61

Table 4.14 Confusion Determine ......................................................... 63

Table 4.15 Testing t Count .................................................................. 64

Table 4.16 Testing f Count .................................................................. 65

Tabel 4.17 The Regression Equation ................................................... 66

xiv

LIST OF FIGURE

Figure 2.1 The Process Of Perception ................................................. 22

Figure 2.2 Factors that Affect the behavior of Consumers .................. 24

Figure 2.3 The decision making process ............................................. 27

Figure 2.4 The Framework Of Thought............................................... 33

Figure 4.1 Test result Heterokedastisitas............................................. 62

1

CHAPTER I

INTRODUCTION

BAB 1: Introduction

A. Background

In the era of globalization of business competition which is

increasingly dynamic, complex and all is uncertain, not only provides the

opportunities but also the challenges faced by the company – the company to

always get a way best to seize and retain market share. Every company trying

to draw attention to (prospective) customers in various ways, by providing

information on the products

Provision of information about these products can be made via a

variety of a form of marketing communications programs include: advertising,

sales, targeted demographic promotions, personal selling, public relations, and

direct marketing (Kotler,2005). of the various programs of the marketing

communication, advertising is one of the most common ways to use the

company to redirect persuasive communication in the target audience.

This medium is reasonably most effective in influencing consumers to

make a purchase. in order for products offered through media advertising

marketers have attraction for prospective consumers to buy, then needed the

support of the ad stars as the famous or the delivery of the message in the

advertising The ads Star (Celebrity endorser) which is a character (actor,

entertainer, or athletes) who are known to the public because of achievement

2

and serves as people who talk about the product, which in turn can affect the

consumer attitudes and behavior that pointed to products backed

Nowadays, consumers are increasingly selective in the selection of the

product to be used or consumed. This is due to the development of very fast

flow of information supported by the existence of making technology

consumers can absorb information and knowledge about.

The existence of a product quickly. With such a situation, the company

must be responsive to the desires of consumers, companies must be able to

communicate its products properly, companies need to provide information

about its products with a good to the consumer so that the consumer will give

a positive response to the product. A marketing strategy that a company can

do is to do a promotional mix that is able to provide information to the

consumer that is advertising.

Advertising is one of the tools of promotion mix that is used as a

means of introduction to the plan to establish the attitude of consumers. In

order for the delivery of the message can be received by the consumer with

good then it takes the right medium. Development of information media in

Indonesia causing a large number of commercials that flood the media. The

Media used are television, radio, magazines or newspapers, and others.

Advertising in the television media is still considered the most effective way

in promoting the products mainly in Indonesia that the people are still minded

brand in which the brand has ever appeared in advertising in television more

popular than not advertised on television. The company must have a creative

3

way of advertising in order to attract the attention of consumers and creates a

preference for the brand. One of the ways creative in advertising is to use

endorser.

The figure of the endorser can come from celebrities and ordinary

people/non-celebrities. Endorser as opinion leader who delivered the message

to get to consumers about a brand product. Opinion Leader instrumental in

providing information on others, persuasion, and the giver of offender

information. Companies should choose a suitable endorser and to deliver the

desired advertising message to a target audience, so that the message to the

consumer who can shape opinion, and they will forward the appropriate

opinion perception of each, thereby increasing awareness will hopefully be in

doing the purchasing decisions of products.

Use of the endorser is expected to give a positive association between

a product with an endorser.

The Association simply can appear in the form of a specific thought or

image which is associated to a brand. Linkages on a brand will be stronger

when it is based on a lot of experience to communicating. Various

associations which keep in mind the consumer can be strung together forming

the image of the brand in the minds of consumers. A good image is one of the

effective ways to attract consumers, because consumers with conscious or

unconscious will choose a product that has a positive brand image, so it

created the perception that good in the eyes of consumers, and would affect

4

consumers in the process of purchasing decisions that ultimately can create

loyalty to a particular brand of product.

In Indonesia, the market competition of liquid soap is quite popular

recently. Along with the growing interest in Indonesia society will this one

product, liquid soap products market each year experiencing growth is pretty

good. lifebuoy is a product of producing companies. or liquid soap in various

scents. lifebuoy is one of the brands that compete in the market of

liquid soap that is healthy and trusted among the people of Indonesia,

and its existence is already pretty well established in Indonesia.

Tabel 1.1: Liquid soap market share Chart

Brand Jakarta Bandung Semarang Surabaya Medan Total

Lux 40,25 35,08 51,17 33,96 54,45 39,66

Lifebuoy 33,61 26,43 17,03 35,88 25,36 31,57

Biore 6,72 20,35 20,63 11,13 5,02 10,23

Dove 3,14 5,59 0 0 2,6 2,88

Gatsby 2,82 5 4,45 1,38 0 2,86

Nuvo 1,3 3,61 0 5,45 3,56 2,44

Cussons 1,68 2,84 0 2,42 0 1,83

Source : Indonesian Consumer Profile 2008, (MARS Indonesia, 2008:13)

A variety of ads aired by lifebuoy to convince the community that the

product could meet the desires and needs of consumers. SOAP lifebuoy

should be able to maintain the quality of its products to the community always

uses its products, in addition to its position not been replaced by its

5

competitors. With that her creative ideas using Lifebuoy in promoting their

products by using a Celebrity Endorser which are known by the consumers

like Sigit and Amanda. This advertising is an advertising that is attractive and

preferred audience. The main attraction of this ad is on the stars (70%) and

Lifebuoy SOAP (30%). The strength of the artist's beauty and characteristics '

Indonesia ' his lumpy seems to illustrate how the exotic beauty of Asian girls,

besides the great name of lifebuoy is the 'stamp ' to the people's views of

upscale SOAP seems to strengthen advertising

With the promotion is done, the public will be more Lifebuoy know

Lifebuoy and Lifebuoy products will further have a good image and good of

the community. Image obtained from the quality of the product itself, the

company's image and performance of products that can meet the needs of the

community. The growth of the market and the increase of the players in the

liquid soap is apparently profitable Lifebuoy. Therefore, the public saw no

difference anymore solid or liquid soap SOAP significantly. Consumers tend

to make choices based on the positioning of the SOAP itself. Thus, Lifebuoy

benefited. Lifebuoy hook trust, indeed his positioning is still inferior to Lux

products are the most powerful and steady. It is visible from the ICSA

CERTIFIED results 2010 (www.google.com) who first placed the most

satisfying brand Lux as in the category of solid or liquid soap. 2010 ICSA

CERTIFIED Data showed total satisfaction score (TSS) Lux of 3,870,

defeating Biore (3,827) and Lifebuoy (3,815). As for brand share Lux at that

time amounted to 39.6%.

6

One hundred and five brands of the best and strongest stated in

Indonesia Best Brand surveys. Although the result without surprises, revealed

remarkable phenomenon in several sectors: Paramex and insurance team of

the Bumiputera; liquid bath SOAP market would greatly enlarged. Innovative

brands deserve scrutiny.

From the findings of the survey found that BV the IBBA champion

this year--especially 46 brands that get the Platinum Brand (for 5-8 years in a

row earns IBBA) and 18 who brand gained Golden Brand (for 3-4 years in a

row earns IBBA)- -generally has high. Take for example, Laurier, Sari Ayu,

pond 's, Sunsilk and So Good. We refer, BV in 2008 amounted to 39.7 Laurier

and in 2009 to 69.5. BV Sari Ayu Foundation of 28.6 (2008) 43.4 (2009). BV

Sunsilk from 27.5 (2008) to 60.7 (2009). Pond's facial cleanser SOAP BV at

fantastic with BV Sunsilk, i.e. from 16 (2008) 69.5 (2009) –. How can that

be? Spike BV, according to Budi raharjo,

Research Director of MARS, because the field of competition is now

more and more narrow and sharp. A very tight competition that led to their

marketing performance increases. Each player is moving very aggressively so

that the proportion of strength to be evenly distributed, the same height.

Another interesting finding of note was in the category of liquid bath

SOAP. Look gain index brands of liquid bath SOAP is almost everything.

69,1% Lux, Lifebuoy, Dove 34,6% 48.3%, 25.1%-Image-unless the Biore

with 4.5%-see table. These results are remarkable. These findings

demonstrate the liquid bath SOAP market is the most dynamic market in the

7

Group of toiletries. Its market potential to grow larger again. The index's Gain

of almost all the players show no loyalty among users, so that each brand is

still identified potential new users. Just a warning to the true pioneers in the

Biore category liquid bath SOAP, because its just the index gain of 4.5%. It's

his mark, the possibility of new Biore get consumers is very small. Different

from the winner (Lux B.V. 66,8%), thus acquiring the largest index gains,

69,1%, which means it has almost 70% chances of getting new consumers

According to the opinion of Kent Wartime, a seasoned practitioner in

the advertising industry and international communication, that image is a real

power that moves the economic activity and consumer interest. Called by the

Kent economy is as image. (MARS Indonesia, 2008: 16)

Brand and celebrity is a very familiar element included and be the talk

of the community around the world. The success of efforts to build brand

image, one of which is determined by consumer perceptions of celebrities who

became an icon of that product. With the promotion is done, the public will be

more Lifebuoy know Lifebuoy and Lifebuoy products will further have a good

image and good of the community. Image obtained from the quality of the

product itself, the company's image and performance of products that can meet

the needs of the community.

With the perception a celebrity endorser positively by the public, it is

expected a positive brand image also formed in mine consumers so that the

effect on product purchase decisions for that author try Lifebuoy raised this

issue in the form of writing a thesis entitled:"THE INFLUENCE OF

8

CELEBRITY ENDORSER, BRAND IMAGE AND CONSUMER

PERCEPTION TOWARD THE DECISION OF BUYING LIFEBUOY

SOAP” (CASE STUDY IN BUDI LUHUR UNIVERSITY)".

B. Formulation of the Problem

Based on the background of the issue above, the formulation of the

problem in this research are:

(1) How much the influence of celebrity endorser, partially toward the

decision of purchase Lifebuoy SOAP?

(2) How much the influence of brand Image partially toward the decision of

purchase Lifebuoy SOAP?

(3) How much the influence of consumer perception partially toward the

decision of purchase Lifebuoy SOAP?

(4) How much the influence of celebrity endorser, brand Image and

consumer perception simultanneously toward the decision of purchase

Lifebuoy SOAP?

C. The Purpose and Benefits of Research

(1) Analyze whether there is influence of celebrity endorser, brand Image

and consumer perception simultaneously or partial to the purchasing

decision of SOAP Lifebuoy products.

9


and consumer perception simultaneously toward the decision of purchase

lifebuoy SOAP?


and consumer perception, partially toward the decision of purchase

lifebuoy SOAP?

As for the benefits of this research are as follows:

1. For Authors

With this study the authors can see and know the extent of the

application of the theory of acquired during a lecture to the practice of

happened in the reality.

2. For Companies

The results of this research are expected to be the input for the

company to further optimize competition and can be used as a basis for

evaluating the policies related to the promotion, quality and brand image

of the products.

3. For The Other Side Or Academic

(1) The results of this research are expected to be additional reading lists,

references, especially for the Academic activity in the Faculty of

Economics and business of the University of Islamic State and

generally for activity academic Faculty of Economics University.

(2) This research is expected to be the improvement of earlier studies.

10

(3) This research is expected as references with regard to promotion and

brand image

CHAPTER II

LITERATURE REVIEW

BAB 1: A REVIEW OF THE LITERATURE

A. Theories Related to the Variable Taken

1. Marketing Management

Marketing is marked by a number of important changes. The

orientation is nolonger creating the maximum profit. Creating the

customer as much as possible through consumer satisfaction (customer

satisfaction). Manufacturers are always trying to make it through the

products it produces, the company goals and objectivecan be achieved.

Through the products that are sold, the company can guarantee the life or

maintain the stability of its business to be able to develop. In order that

producers should think of its marketing activity, long before these

products were produced until the product is in use by the end consumer.

Marketing should not be seen as narrowly job finding ingenious

ways to sell the company's products. Many obscure marketing with sub

functions, such as advertising and sales. Marketing must be distinguished

from the sale, because marketing is the merging of the various functions of

a separate such as sales, advertising, marketing research, the development

of the new products, customer service, and distribution.

Marketing has been defined in a wide sense. To better understand

the sense of marketing, the marketing writer will elaborate expressed in

different ways by some marketing experts. Philip Kotler (2009:5) suggests

12

that marketing is a societal process by which individuals and groups obtain

what they need and want by creating,offering and freely exchange the

products and services of value with others.

Marketing management is the analysis, the planner,

implementation, and control of programs that are designed to create, build,

and maintain a beneficial exchange with the target buyers in order to

achieve the objectives of the organization. (Kotler &Armstrong, 2004: 16)

According to Kotler (2002: 6), the marketing mix (the marketing

mix) is defined as the set of marketing tools that used the company to

continuously achieve the goal of his company in the target market. Is

divided into four groups known as the "4 P 's": Product, Place (place),

Price (price), Promotion (promotion).

2. Celebrity Endorser

a. The Understanding of Celebrity Endorser

According to Terence A. Shimp (2008: 335) defines the following

celebrities: "Celebrity is a personality (actors, entertainer, or athlete) who

is known to the public for his or her accomplishments in areas other than

the product class endorsed”.

That means a celebrity is a person man or woman (the artist,

performer, or athlete) known or unknown by the public over what they

have accomplished in their fields from product level supporters.

Belch and Belch (2007: 229) said that a celebrity is as a source that

can be used as spokesman in the achievement of the information that

13

appears in an ad, where the source is defined basic person or organization

that has information to give to another person or specific group.

Related to those definitions, it can be concluded that in general the

celebrity ads star is someone famous or known and using the extended it to

help an enterprise to sell or change the image of a company, product, or

brand.

b. The Factors That Should Be Owned Celebrity As A Source

The use of celebrities in advertising involves the attractiveness and

credibility that is unique (Muly and Simon, 2008: 118).

1) The Appeal

Appeal is a number of elements that are contained within the

celebrities that includes a number of characteristics which can be seen

in the audience of supporters such as physical attractiveness, famous,

personality traits, lifestyle and social class.

2) The Credibility

Credibility is a belief in the value of skills and convince others

about the product being promoted. Consists of knowledge, skills,

experience, honesty, and trustworthiness.

3) The utilization Function of celebrities

c. The Function of Celebrity using

According to Sumarwan, m. SC, (2009: 89) in promoting a

product, a celebrity could serve to:

a. Give testimony

b. Provide the impetus and reinforcement

14

c. To act as an actor in commercials

d. Act as a spokesperson for the company

Considerations to note in the utilization of celebrities as endorser:

1) Matches Celebrities With Audiences

For consumers, these celebrities could even become a role

model for them in building self-image.Whento buy or consume a

product, consumers certainly have something or expectations of the

product.

2) Matches Celebrities With Brand

From the branding, endorser serves as a reflection of the

personality of a brand. If a brand is associated as a brand of fun,

energetic, youthful and full of stamina, then the celebrities have to

have all those attributes. Advertising executives demanded that the

celebrity image, values and behavior to suit the desired impression for

the advertised brands.

3) Visibility or Popularity

The higher the rating the popularity generated a celebrity then

became a popular and famous celebs in the community. According to

the size of the US people who have the highest rating celebs became

the first choice in advertising the product.

d. Celebrity As a Source Supporting The Advertising Message

The message conveyed by an attractive source of gaining greater

attention and easy to remember. Advertisers often use famous people as a

15

spokesman for its products, such as Dian Sastrowardoyo for lux SOAP

and Indra Bekti for sympathy cards. Famous people are more effective

when they represent the main product attributes.

Kasali in (2008: 173) suggested by the results of research that

an advertising Model in an attractive and popular trust can add products,

which in the end was able to "force" the target audience to purchase and an

advertising model that is used should be in accordance with the

advertised product there are several types of the use of celebrities in the

world of advertising, i.e. as in table 2.1 below.

16

Table 2.1 Use of Celebrity Types

TIPE DEFINISI THE AD STARS

Endorser Celebrities use the name

and appearance to endorse a

product/service.

Farhan in the ad Suzuki

Thunder

Testimonial Celebrities give testimony

to the quality of the product,

in accordance with personal

experience

Top One Oil with

acknowledgment of the

celebrities

Actor Celebrities showing a

character in advertising

your products/services

Indra Bekti ad in simpati

and Telkomsel

Spokeperson Celebrity explains the

brand/company over a

certain period.

Dian Sastrowardoyo with

Panasonic ads

Source : Schiffman dan Kanuk, Consumer Behavior, 7th

Edition PrenticeHall,2008

Advertisers using celebrities as a spokesperson (spokesperson) of

the products and services advertised because attributes her fame, like

beauty, talent, power, sex appeal, courage/heart, toughness

elegance/flexibility and athleticism that usually make the products they

support to be irresistible. (Terence a. Shimp, 2008: 456).

17

3. Brand Image

The brand image is everything that is associated with the memory of a

particular brand. Brand image is formed in the minds of consumers, i.e. where

the consumer to capture and translate the signal-a signal sent by a brand

through its products, which is based on physical characteristics or attributes of

the identity of the brand itself, such as a name, a symbol, and then sent the

signal slogans and socialized to consumers through brand

communications program. The second dimension of the Brand image of the

brand is based on the knowledge of the consumer is an image of a brand. The

brand image is considered as a type of association that arises in the

minds of consumers when considering a particular brand. The Association

simply can appear in the form of a specific thought or image associated with

a brand, just as when we think about other people. This association may be

based on the type of service, support, strength, uniqueness. The type of the

Association include brand attributes, benefits and attitudes. An attribute

consists of product attributes, such as color and.

Size as well as attributes that are not related to the product, such as

price, users and corporate image. Whereas the benefits include benefits of

functionally symbolically benefits and benefits based on experience.

According to David Aaker "brand is a name and or symbols that

distinguish the nature (such as a logo, seal, or packaging) with the intention

of identifying the good or services of one seller or a group of vendor specific.

( Rangkuti, 2002: 36).

18

A brand is a name, term, sign, symbol or a combination of the seller of

the goods or services are important. Or it can be defined as a method to

identify and distinguish the various products from competitors. (Madura,

2001: 101)

According to William j. Stanton "brand is a name, term, symbol, or

design special or some combination of these elements that are designed to

identify the goods or services offered by the seller". ( Rangkuti, 2002: 36).

While according to the ACT No. 15 Brands in 2001, article 1,

paragraph 1, the brand is "the sign in the form of pictures, names, words,

letters, numbers, colors, composition or a combination of these elements

that have differences and used in the activities of trade in goods and

services. (Fandi Tjiptono, 2005: 2).

According to Sumarwan dkk (2009), brand image is the image

that is built into the subconscious of consumers through information and

expectations that are expected through the product or service. A good brand

should:

Unprotected well

Easier said

Easy to remember

Easy to spot

Pull

Showing the product benefits

Accentuate the corporate image

19

The characteristics of a strong brand is:

(1) Defining and encouraging a strong goal

(2) A reflection of consumers ' needs, establish a good image and reputation

in the minds of consumers.

(3) Invites consumers achieve great ideas together, so that consumers can

have a sense of belonging to the company.

(4) Pull the consumer target, directing behavior of buyers and the premium

price.

(5) Keep the customers, build loyalty, introduce a new service program.

Identify the brand and represents the product, not merely a brand

name. Brand perception is reflected in the consumer's mind when they think

about a product. A positive perception of consumer confidence towards the

brand will create a good brand image anyway.

According to Aaker (1996: 69), namely "Brand image is how

customers perceive the brand and others". Martinez (2002: 2) States that: "the

Brand image refers to the set of association linked to the brand that customers

retain in their memories". That brand image associated with a company that is

connected on the brand in order to be preserved in the memory or the mind of

the consumer.

Based on that concept, then this study concluded that:

a. Brand image is the consumer understanding of the brand overall,

consumer confidence towards the brand and how the consumer views

about brands.

20

b. Brand image is not solely determined by how giving a good name to a

product, but is also required on how to introduce the product so that it

can be a memory for the consumer in the form of a perception of a

product.

c. Brand image is based on the understanding, trust, and consumer

perceptions of views or brand.

d. The brand image can be considered a kind of association that comes to

mind of consumers when considering a particular brand. The

association simply can appear in the form of a specific thought or

image which is associated to a brand.

e. A positive brand image will make consumers like a product with the

brand in question at a later date, while for the producers of good brand

image will hamper the marketing activities of competitors.

f. Brand image is an important factor that can make consumers issued the

decision to consume even as loyalty to the stage in the use of a certain

product brand name, because it affects the emotional relations of brand

image among consumers with a brand, so the brand that its bid would

be elected needs to be consumed.

Brand image (brand image) is a set of brand associations that was

formed and attached to strong in the minds of consumers. Consumers who are

accustomed to using certain brands tend to have the consistency of brand

image. ( Rangkuti, 2002: 244-245).

21

1. The Measurement of Brand Image

According to Keller (1993), as cited by Martinez (2002: 3)

measurement of brand image is subjective, meaning that there Is no

provision for the raw measurement of brand image(brand

image).Furthermore, according to Keller (2003: 78) that the measurement

of brand image can be done based on the aspect of a brand, namely:

a. Strengthens

Strength is brand physical advantage and which is not had by

other brands. Included in this group are the physical appearance of the

product, all functions of the product, the price of the product, as well

as the appearance of the product support facilities.

b. Uniqueness

Uniqueness is the ability to distinguish a brand among other

brands. Included in this group are a variation of services provided,

price variations of a product from the products in question.

c. The Favorable

Favorable leads to the ability of the brand to be easily

remembered by the consumer. Included in this group are: ease brand to

pronounce, the ability of the brand to keep it in mind.

22

4. Consumer Perception

a. Understanding of The Perception

Perception can be defined as the process of how those stimuli was

resolved, organized, and in interpretation (Savaliya, 2003: 62). Perception

can be defined as meaning that we restore based on past stimuli that we

receive through the five senses. (William j. Stanton, 1996: 126)

b. Forming Factor of Perception

The perception of the individual on an object is not just happens,

but there are some factors that affected the functional factors stemming

from the needs, past experience, and other things that are included in the

personal factor. So the perception is not only determined by the type or

form of stimulation, but also the characteristics of people who provide are

sponse on the stimulation and the biological condition of (Rachmat,2001

:55)

c. Marketing Stimuli

Marketing Stimuli are any communication or physical stimuli that

are designed to affect consumers. The product and its components (such as

packaging, contents, physical characteristics) is the main stimuli (the

primary stimulus). Communication designed to affect consumers is

additional stimuli (secondary stimulus), which presented the product as

words, images, and symbols or by other stimuli associated with the

product such as the product price, place of sale, product quality and the

influence of advertising.

23

Source: Savaliya (2003: 62)

Figure 2.1 The Process Of Perception

According to Kasali Rhenald (2008: 23), forming factors of

perception are classified into four parts, namely:

a. Cultural Background

Perceptions are bound by culture (culture-bound). There are

no two people who have cultural Values are exactly the same, so

there are no two people have the perception that his perception is

exactly the same. One of the cultural element is trust. Where the

trust is a subjective assumption that an object or event had a certain

value or cirri, with or without evidence. The value is typically

sourced from a larger philosophical which is part of the cultural

environment, because that value is unstable and difficult to change.

Perception of self and others (perception of self and others) in Eastern

society, society in General is collectively.

Stimuli

- Penglihatan

- Suara

- Bau

- Rasa

- Tekstur

Sensati

ooonno

on

Indra Penerima

Pemberi arti

Perhatian

Interpretasi Tanggapan Persepsi

24

b. Past Experience

The experience of one of the objects, events, or relationships

obtained by summing up the information and interpret the message that

was received earlier.

c. Developing News

A growing news is a form of stimulus that attracted the

attention of a wider audience. Through the news that developed in the

community can support and formation of perception or influence on

the minds of his audiences. Good or bad perception can be formed in

the minds of many or most audiences saw a news story, because the

thought processes could be established through information gathered

audiences. Based on the above description it can be explained that the

process of processing the received message cannot be established

simply by the message recipient, but rather influenced by internal and

external factors of the individual.

d. The Functions of Perception

Based on information and theories on the conclusions above, it

can be seen from the perception among other functions, namely:

(1) Responding to objects that are informed

(2) Select the received objects

(3) Organizing the information input

25

5. Purchase Decisions

Understanding of purchase decisions, according to Kotler and

Armstrong in Setiawati (2006: 25) is a stage in the decision-making process of

buyers which consumers actually buy. Decision making is an activity of

individuals directly involved in obtaining and using the goods on offer.

source : Kotler and Amstrong (2008:94)

Figure 2.2 Factors that Affect the behavior of Consumers

1. Culture

(1) Culture, is the most basic cause of desire and purchase behavior. A

culture is a set of basic values, perception, desires, and behaviors that

are studied by a member of the society from family and other

important institutions.

(2) The sub culture, form an important market, and marketers are often

designed the product and marketing program tailored to their needs,

subculture including nationality, religion, race, and geography of the

region.

26

(3) Social class, it is a relatively permanent communities defision and

regularly with its members adhere to the values, interests, and

behavior are similar

2. Social

(1) The group, consisting of two kinds: first, the group membership of a

grouping that has direct influence. Having regular interactions but

informally like family, friends, neighbors and co-workers. Second,

the reference group that serves as a point of comparison or reference

directly or indirectly, in shaping the attitude or behavior of a person.

(2) Family, its most important consumer purchases in the community,

such as husband, wife, and children.

(3) Role and status, the role consists of the activities undertaken are

expected of someone who is around him. Each role carries a status

that reflects the award given by thesociety.

3. Personal

(1) Age and stage of life cycle, buying is also shaped by the family life

cycle stage of the Stages which may be traversed families according

his maturity. Of young, middle and old age.

(2) Jobs, jobs of a person also affects goods and services bought.

(3) The economic situation, the economic situation influences the choice

of products. The marketing of products that are sensitive to income

observed trends in personal income, savings and interest rate.

27

(4) Lifestyle is a pattern of a person's life that is embodied in the

psychographic, including Lifestyle activities (work, hobbies,

shopping, sports, social activities), interest (food, fashion, family,

recreation), opinions (social issues, business, product).

(5) Personality, personality refers to psychological characteristics unique

that caused the response is relatively consistent and last a long time.

4. Psychological

(1) Motivation, psychological needs that arise from the need for

recognition, appreciation, or sense of belonging. Most of this demand

is not strong enough to motivate a person to act at a time.

(2) Perception, is a process where people in selecting, organizing, and

interpret information in order to form an overview of the meaning of

the world.

(3) Knowledge, the importance of the practice and theory of knowledge

for marketers is they can shape demand for a product by connecting it

with a powerful thrust, using instructions that evokes the motivation.

(4) Confidence and attitude, confidence is a descriptive thought that has a

person about something. Marketers are interested in someone that

people formulate regarding specific products and services, since these

beliefs drew up the image of the brand and products that affect the

behavior of buyers.

The purchase decision making process consists of five stages are as

follows (Kotler, 2005: 204)

28

Figure 2.3 The decision making process

a. Introduction to The Need (Need Recognition)

The purchase process is initiated when a buyer recognize

problems or needs.

b. Information of Retrieval (Information Research)

Consumers who aroused his needs will be compelled to seek

more information. Consumer information sources are classified into

four groups:

(1) Personal Sources: family, friends, neighbors, acquaintances.

(2) Commercial Sources: advertising, salespeople, resellers,

packaging, display in store.

(3) Public sources: the mass media, organization of consumer

rankings deciding.

(4) Sources of experience: handling, assessments, and the use of the

product.

c. Alternative Evaluation (Evaluation Of Alternatives)

Some basic concepts in understanding consumer evaluation

process: first, consumers trying to make ends meet. Second, the

benefits of consumers looking for a particular product or service

solution. Third, consumers looked at each product as a set of attributes

Problem

introducti

on

Information

searching

Alternative

evaluation

Purchasing

decision

Behavior after

purchasing

29

and capacities in providing benefits that are used to satisfy the needs

that.

d. The Decision Of Purchase (Purchase Decision)

In the phase of evaluation, consumer preferences for shaping

the brands that exist in a Collection of choice. They also form the

consumer intentions to buy the most preferred brands.

e. After Purchasing Behavior (Post Purchase Behavior)

After purchasing the product, consumers will experience a

certain level of satisfaction or dissatisfaction.

Stages according to Kotler buying decision is almost similar to

that in the Zheitamal and raised in Hurriyati Bitner (2008: 74) that the

search of information sources, the evaluation of service alternatives,

purchase and consumption, and the post purchase evaluation.

Five people involved in the buying decision:

(1) The founders; the people who first proposed the idea to purchase

the product

(2) Giver of influence; person who views or advice affecting a

decision

(3) Decision makers; people who take decisions on each component

of the purchasing decision, whether to buy, don't buy, how to buy,

and where to buy.

(4) Buyers: people who were doing the actual purchasing

(5) User: a person who consumes or uses goods or products.

30

B. Previous Research

(1) Previous research done by Eka Setya conscience and Jony Oktavian

Haryanto in his journal, entitled "The Influence of Celebrity Endorser,

Brand Association, Brand Personality and Product Characteristics in

Creating Intense Purchase“. Based on the results of the analysis that has

been done, it can be noted that Celebrity Endorser does not influence

significantly to intense buy Nails Bima Ener-G Rosa. This is evidenced

from the results of the regression analysis showed significant levels of

maximum limit excess 0,116 fault tolerance, which is 0.05 or 5%. Thus

H1 is not supported by the data.

(2) Earlier research conducted by Muly Sebayang Said in his journal in 2008

entitled "The Influence of Celebrity Endorser of the Motorcycle

Purchasing Decision Mio Automatic Club (MAC) Medan". The results of

his research, suggests that multiple linear regression test results showed

the value of R2 = 0,464, showed a strong link between credibility and

attractiveness to the purchasing decision motorcycles Yamaha Mio,

amounting to 46,4%. 53,6% and are affected by other variables. F test

shows (f > f hit the table = > 2.29 16,176) and t-test showed that most

celebrity endorser variables influence the purchasing decisions of

motorcycles Yamaha Mio is credibility.

(3) Previous research done by the King for the youngest in his journal in

2008 that discusses "Analysis of The Factors that Influence Consumer

31

Behavior Towards The Decision to Use Two Mobile Phones (GSM and

CDMA) at the Faculty of Economics Managemen tDepartment students

unsu:

a. The factors that affect consumer behavior consists of cultural factors,

social factors, personal factors, psychological factors and positive

and significant effect of the decision to use two phones GSM and

CDMA. This means that the hypothesis is proven, can be seen from

the results of testing of F, where F calculate> Ftable (21,146 > 2,76)

with a significant level of 0.000 or below 0.05.

b. The variable factors of culture and social factors influential variables

are positively and significantly to consumer decisions, whereas the

variable factors of the personal and psychological factors influential

variables are positive but not significant to the consumer's decision

to use two mobile phones (GSM and CDMA). The most dominant

variable is the variable factor of culture, where the

calculate(7,713).It can be seen from the results of test-t IE variable

cultural factors calculated (7,713), variable factorssocial accounting

(2,309), personal factors accounting for variables (1,903), and the

variable factors of the psychology of countless \ (0.545)

c. Research in return for tore going by Ajeng peni hapsari (2008)

entitled "comparison of usage ofanalysiscelebrity endorser and

typical person-to-person endorser television advertising and its

relationship with the brand image of the products "Based on the

32

results of the research, the use of descriptions ofthe celebrity

endorser and typical person-to- person endorser on a television ad

ponds inconclusive already good. As a whole can be judged from the

average value of the indicator of use of the celebrity endorser and

typical person-to- person endorser who rated well . The

lifestyle of a celebrity endorser and typical person-to-person

endorser is rated good enough canbe caused by respondents who felt

unrepresented by the second endorser. Accordingto the respondent's

typical person-to-person endorser less popular and rarely appears in

public, and the aspect of power can be due according to thetypical

respondent-person endorser less abletoinfluence therespondent to

make purchases of product and feel of celebrity endorser canfurther

affect the respondent In making a purchase of a product. Based on

the responses of respondents to celebrity endorser and

typicalperson-to-personendorser of thebrand image , which includes

the variable recognition reputation, affinity, and domain, can be

inferred is alreadygood. This can be causedbecause the pond's

brand already known well by the respondents.

C. Research Framework

Promotion is one of the determinants of the success of a marketing

program. Regardless of how good a product, when consumers have never

heard of this product and not sure it would be useful for them, then they won't

33

buy it. In doing the promotion companies generally use the promotional tools

in conducting all activities of promotion is to deliver a product to

communicate the current target markets, to give information about the

exceptional, usability, and most importantly is about its existence, to change

attitudes or to encourage to act in this regard is to have. One of the ways of

promotion which can be used by the company is to use add. The use of

celebrities in advertising support has four main reasons, namely: marketers are

willing to pay a high celebrity that many favored by society. Celebrities are

used to attract the attention of a wider audience and increase awareness of the

product. Marketers expect consumer confidence in the brand and gives rise to

a positive brand image for the community. The use of celebrity pose

impression or perception that consumers are selective in choosing and

improve status by having what is used by celebrities).Based on some of the

reasons the author describe in the previous discussion, in this study the authors

give an overview about conspitualization think that is as follows.

34

Test Assumption

Figure 2.4 The Framework Of Thought

D. Hypothesis

The hypothesis that is used by the author in this research are:

(1) Ho1: there is no influence of celebrity endorser of the purchasing

decision.

(2) Ha1: there is the influence of celebrity endorser of the purchasing

decision.

PT. Lifebuoy Unilever Indonesia

Brand Image (X2) Consumer perception(X3) Celebrity Endorser (X1)

purchasing decisions(Y)

regression analysis

Test assumption classic

Hypothesis Test

Conclusion and Implication

implication

Test Validity

Test Reliability

Multikolinieritas

Heteroscedastisitas

TTest

FTest

35

(3) Ho2 : there is no influence of the brand image of the purchasing

decision.

(4) Ha2: there is an influence of the brand image of the purchasing

decision.

(5) Ho3: There is no influence of perception to the purchasing decision.

(6) Ha3: there are influences from the perception of the purchasing

decision.

(7) Ho4: there was no influence of celebrity endorser, brand image, and

the perception of the purchasing decision.

(8) Ha4: there is the influence of celebrity endorser, brand image, and

parse.

CHAPTER III

RESEARCH METHODOLOGY

A. Scope of Research

The scope of this research is the analysis of the influence of

Celebrity Endorser, Brand Image and Consumer Perception of product

purchase decision of Lifebuoy Soap. Site selection research (sampling) is

done deliberately and respondent which appropriate to be used as research

object and have ever used those products that are Budi Luhur University

students.

B. Method of Determining The Sample

The population of this research covers all consumer products lifebuoy

SOAP. The reason why researcher chooses this population because researcher

wants to find out how the influence of celebrity endorser , brand image and

consumer perception of the effect partially of simultaneous to the

purchasing decision on products SOAP Lifebuoy .The sample was selected

using a non probability sampling convenience through the sample units

drawn accessible anywhere and anytime , not bothersome to measure and

are cooperative. (Abdul Hamid, 2007: 30) .According to Umar (2000: 50)

the number of samples taken 20% of the population is said to be quite

representative. Calculation based on the number of samples taken on 20% x N

(20/100 x 336 = 67,2 rounded off to 70 respondents).

37

C. Data Collection Methods

1. Primary Data

According to (Istijanto, 2009: 44) primary data is original data

collected by researchers to answer his research in particular . Primary Data

is the data that is obtained from the results of the interview directly

from respondents who became the object of research to obtain data,

information and other information of the respondents then performed by

means of a Questionnaire method, i.e. a way of data collection by

disseminating a list of questions that the answer is decide in advance

and the respondent was not given an opportunity to answer another

member. As for the primary data used in this research are:

a. Questionnaire (Primary Data)

Data collection techniques to do the Division list of questions

directly to student Budi Luhur University. So the data which has been

got by the author are equal to the real condition when the research is

implemented.

b. Interview

The authors do an interview with an expert marketing and

Students of Budi Luhur University Jakarta associated directly or

indirectly The assessment weighting figures for the results of the

questionnaire in this study comply with the Likert scale which is

described in the methods used to measure attitudes, opinions, and

perceptions of a person or a group of people about a social

38

phenomenon (Nur Indriantoro, 2002: 104). Likert scale was used to

answer the research statement has five categories as presented in the

table below:

Table 3.1 Assessment Level Answers

No Jenis Jawaban Bobot

1 SS = Very Agree 5

2 S = Agree 4

3 R = Doubt 3

4 TS = Disagree 2

5 STS = Very Disagree 1

2. Secondary Data

Secondary Data is data collection techniques are indirectly about

the object of study conducted by way of a literature study of the various

books, journals, magazines, books or other writings that are considered to

have the relationship thing is examined using a written report or previous

research. According to (Istijanto, 2009: 38) the secondary data is data that

has been collected by others rather than by the researchers themselves

to other destinations. This means that the researchers simply

recorded, accessing, or request such data (sometimes already shaped the

information) to the other party that has gather in the field. Researchers

simply utilize existing data for his research. To be able to acquire a

strong foundation and concepts in order to solve the existing problems, the

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

41

and median. To know the shape of the distribution of the data we can

use graphs of the distribution.

b. Multicollinearity

Multicollinearity is only to indicate the existence of a linear

relationship between variables (independent) in the regression model.

If the free variables correlated perfectly then it can be called the perfect

multicollinearity. To find out whether or not there are

multicollinearity in regression model are as follows:

(1) Analyzes the correlation matrix of variables. If there is a

correlation between the free variables are quite high (generally

above 90%) then it is indicated the presence of

multicollinearity.

(2) According to Ghozali Priest ( 2005 : 91 ), the value of a

common cutoff is used to indicate the presence of relevant is if the

tolerance value is < 0.10 or equal to the value of the VIF > 10.

This test is done to avoid errors in the estimate the ability of

the independent variables as predictors of the dependent

variable. Multicollinearity test done by looking at the value of

VIF regression if the value of the independent variable VIF

greater than 10 then it can be inferred that these variables have a

very stronglinear relationships with other free variables. With

regard to eliminate Multicollinearity is to eliminate the free

variables from the regression equation.

42

c. Heteroscedastisity

Heteroscedastisity indicates that the variation of the

variable is not the same for all observations. On Heteroscedastisity

errors that occur are not random, but it shows a systematic

relationships in accordance with the size of one or more

variables. Heteroscedastisity aims to test whether the regression

model is a variant of the residual Inequality occurs or the observations

of other observations, if the residual variance and one other

observation on observations still it is called homocedasticity and if

different is called Heteroscedastisity. The regression models that both

homocedastisity and Heteroscedastisity does not occur. To find out or

no Heteroscedastisity there are a number of ways including:

(1) See the graph plot between the value prediction variable

(ZPRED) and residually (SRESID). Heteroscedastisity absence

detection can be done by looking at the absence of specific

patterns on the chart between SRESID and scatter plot ZPRED

where Y is the Y axis that has been predicted and the X axis is

the residual (Y – Y predictors actually).

(2) Basic analysis, if there is a particular pattern likei points that form

a regular pattern (wavy, widened, then narrowed). Then,

indication has been Heteroscedastisity. If there is no clear pattern

in the points spreads above zero on the Y axis, then does not

happen Heteroscedastisity.

43

3. Multiple Linear Regression Analysis

Multiple linear regression analysis used by the researchers,

when researchers intend to predict how the State of the dependent variable

(Y), if two or more independent variables as predictors of manipulated

factors. So multiple regression analysis would be done when the amount

of a minimum of two independent variables (Sugiyono, 2007: 277).

the regression Model equations in general form as follows:

Y = a + b1X1 + b2X2 + b3X3 + e

Where:

Y = purchase decisions

A = the number of constants (intercept regression)

b1X1 = regression coefficient X

1 (celebrity endorser)

the regression coefficient

b2X2 = X

2 (brand image) the regression coefficient

b3X3 = X 3 (consumer perception)

e = the standard error

4. T Test (Partial)

T-test to test the influence of each variable on the variables

bound free, then used the following criteria:

Ho = use of celebrity endorser, brand image and consumer

perception, it has no effect on purchasing decisions.

Ha = the use of celebrity endorser, brand image and consumer

perception affect on purchasing decisions.

44

Decision making criteria t calculate the t table:

(1) If t count < t table , then Ho accepted. It means the use of celebrity

endorser, brand image and consumer perception, it has no effect on

purchasing decisions.

(2) If t count > t table, then Ho rejaected. It means the use of celebrity

endorser, brand image and consumer perception affect on purchasing

decisions.

Decision-making criteria (significance) with probability α = 0.05:

a. If probability > α 0.05, then Ho accepted. It means the use of

celebrity endorser, brand image and consumer perception, it has

no effect on purchasing decisions.

b. If probability < α 0.10, then Ho denied. It means the use of

celebrity endorser, brand image and consumer affect on


5. F Test (Simultan)

To test the influence of independent variables toward

dependent variable, then use the following criteria:

a. Testing the F with F a countdown table.

Ho = Use of celebrity endorser, brand image and consumer

perception, it has no effect on purchasing decisions.

Ha = Use of celebrity endorser affects on purchasing decisions.

45

(1) If F count < F table, then Ho accepted. It means the use of celebrity

endorser, brand image and consumer perception, it has no effect on


(2) If F count > F table, then Ho rejected. It means the use of celebrity

endorser, brand image and consumer perception affect on purchasing

decisions.

E. Operasional VariableResearch

Variabel Subvariabel Indikator Size

Celebrity

Endorser (X1)

(Mully dan Simon,

2008:118)

Credibility:

(1) Knowledge

(2) Experience

(3) Skill

(4) Honesty

(5) Trust

Likert

Interesting:

(1) Physical interest

(2) Personality

(3) Lifestyle

(4) Famous

(5) Social class

Likert

Brand Image (X2)

(Keller, 2003:78)

Power (1) Product packaging

(2) Price of product

Likert

Unique (1) Varian product

(2) Varian price

Likert

Favorable (1) The brand easier said Likert

46

(2) The brand memorable

Consumer

perseption (X3)

(Sutisna, 2003:62)

The product

and its

components

(1) The packaging

(2) The typical product

(3) Physical

(4) Slogan

(5) Price

(6) The quality of product

Likert

Lifebuoy

SOAP is a

brand that is

easy to

remember

(1) Color

(2) Smells

(3) Advertising

Likert

Purchasing

decisions (Y1)

(Kotler, 2005:204)

Introduction

to the problem

Information

search

(1) The need or services

(2) Obtain information of the

other party: family,

friends and the media

Likert

Evaluasion

alternatif

(1) Make careful

consideration before

purchase: location, price,

quality of service

(2) Compare with competitors

' products (services)

Likert

purchasing

decisions

(1) Careful consideration in

decision making

Likert

47

(2) Ask for recommendations

from other parties

(3) Decides to buy based on a

sense of trust

post purchase

behavior

(1) The product or service in

accordance with the

wishes or needs of the

(2) Content of products

(services) are offered

(3) Recommend the product

to others a positive thing

Likert

48

CHAPTER IV

RESULTS AND DISCUSSION

A. General Description of Research Object

1. History PT. Unilever Indonesia

In 1930 Unilever was formed because the merge of two big

companies from Netherland and England those are Margarine Unie and

Lever Brothers which actually tose two companies compete each other in

business.

Margarine Unie and Lever Brothers compete in the same core

business. Both involved the rivalry of household products in a very large

scale. The two companies also has trade distribution channels on the same

lot number. Margarine Unie and Lever Brothers are similarly controlled

the area of operation in over 40 countries.

Since the 19th

century, when William Hesketh Lever started that

the Mission of the company is "to make cleanliness commonplace; to

lessen work for women; to foster health and contribute to personal

attractiveness, that life may be more enjoyable and rewarding for the

people who use our products, "Since then, the vitality is at the heart of

what Unilever is working on that contained in the brand, its employees and

values that are on the run.

49

The company's mission is to add vitality to life. We meet everyday

needs for nutrition, with hygienist and personal care with brands that help

a person to look better, feel better and feel more alive

Demand for vitality in life provides the opportunity for Unilever to

develop. One of the products issued by Unilever's soaps featuring health

side Lifebuoy new from 21st century society. Since it was first launched in

1894, these products continue to evolve from simply bar SOAP up into

shower gels, shampoos and conditioners.

Each year, the Unilever uses data from AC Nielsen for the

performance of its products; on this occasion which will be discussed are

Lifebuoy. At the end of 2005, a survey AC Nielsen showed that brand

image and brand attribute of Lifebuoy already according to the targeted

company. Unilever wants to put Lifebuoy as top of mind in the category

health SOAP

2. Vision and Mission

The vision that is owned by a company is one of the goals of future

State desired to manifest by the whole company's personnel at various

levels, ranging from the very top to the very bottom, even though the

runners. The mission is the elaboration in writing about the vision for the

vision to be easily understandable or clear to the entire staff of the

company.

Vision Unilever is “To become the first choice of consumer,

costumer and community”

50

Mission of Unilever is :

Be the first and the best in its class to meet the needs and

aspirations of consumers.

Eliminate the value-added activities of all processes.

Be selected company for people with high performance.

Aimed at improving profitable growth targets and deliver a

return on the average shareholders and employees.

Get the honor because of high integrity, care to the community

and the environment

3. The Characteristics of Respondents

The population in this research is encompassed the students of

Budi Luhur University, Jakarta put on special SOAP lifebuoy. While the

number of the selected sample as many as 70 of respondents with

particular consideration. This is because the researchers had some

limitations in the research, such as cost, time, and effort.

Furthermore, for the faculty or Department of the respondent can

be seen in table 4.1 below :

51

Table 4.1

FacultiesRespondent

Faculties Frequency Percentage

FEIS 18 25.7

FST 32 45.7

FIKOM 13 18.6

FISIP 2 2.9

FT 5 7.1

Total 70 100

Source: Data is processed, 2013

Table 4.1 above shows that the respondents are students from the

Faculty of Economics and Business, i.e. as many as 6 or as many as 25.7%

of respondents, a student of the Faculty of Science and Technology as

much as 32% of respondents, or as many as 45,7 students of Faculty of

Computer Science as much as 18.6% or respondents 15, students of the

Faculty of Social Sciences and Politics as much as 2 or as many as 2.9% of

respondents, and the remaining students of the Faculty of Engineering is 5

respondents or by 7.1%.

In the meantime, to know Lifebuoy SOAP products which is used

by students of Budi Luhur, Jakarta can be seen in table 2.6 below:

52

Table 4.2

Products That Use Lifebuoy

Frekuensi Persentase

liquid soap 41 58.5

Solid soap 29 41.5

Total 70 100


On the data table 4.2 above illustrates that a product that is used by

the majority of Lifebuoy students is liquid soap, which is as many as 41

respondents or as much as 58.5%. The rest are students that uses solid

SOAP, which is as many as 29 respondents or as much as 41.5%. This

shows that the majority of the students of Budi Luhur, Jakarta using liquid

soap.

In the meantime, to find out if any of the respondents purchase a

fragrance (fragrance) is the same on every purchase can be seen in table

4.3 below:

Table 4.3

Tendency Of Choosing Fragrance (Fragrance) Is The Same In Every

Lifebuoy Purchase

Frequency Percentage

Yes 29 41.5

No 41 58.5

Total 70 100


53

Based on the above table, explained that the tendency of

respondents to use fragrance (fragrance) is the same in every purchase of

Lifebuoy, i.e. as many as 29 respondents voted "Yes" or as much as

41.5%. The rest of the respondents who voted "no", i.e. as many as 41

respondents or as much as 36.4, 1%. This shows that the majority of

respondents used the fragrance (fragrance) that vary on each purchase

Lifebuoy.

In the meantime, to find out the number of times respondents buy

Lux in every month can be seen in table 4.4 below:

Table 4.4

How Many Times Did Purchase LifebuoyIn Each Month

Frequency Percentage

1x /moon 29 41.5

>1x /moon 41 58.5

Total 70 100


Based on table 4.4 above, explained that the majority of

respondents make a purchase more than one time purchase in each month,

i.e. as many as 41 respondents or as much as 58.5%. The rest are

respondents who make purchases once each month, i.e. as many as 29

respondents or as much as 411.5%. It is shows that the majority of

respondents make a purchase more than one product Lifebuoy times per

month in each purchase.

54

B. Result and Discussion

1. Validities and Reliabilities

In this study, the author uses primary data obtained by

disseminating a questionnaire to students in different faculties of Budi

Luhur as many as 70 people. Prior to dissemination of the questionnaire

respondents, the researchers conducted a test questionnaire to provide

respondents with 20 questions as much as 39 questions to test the level of

validity and reliability of all such questions. This questionnaire is divided

into 3 variables, namely celebrity endorser, brand image, and the

perception of consumers. Then each variable is divided into a number of

indicators. After conducted trials against 20 respondents, then the result

can be seen in table 4 below:

Table 4.5

Result of Validity and Reliability test Celebrity Endorser

Item-Total Statistics

Scale Mean if

Item Deleted

Scale Variance if

Item Deleted

Corrected Item-

Total Correlation

Cronbach's Alpha

if Item Deleted

CE_1 35,9429 18,721 ,696 ,821

CE_2 35,8571 20,443 ,535 ,836

CE_3 35,9857 19,290 ,536 ,833

CE_4 35,9857 19,290 ,536 ,833

CE_5 35,9000 18,932 ,601 ,827

CE_6 36,1143 18,885 ,567 ,830

CE_7 36,8286 17,043 ,492 ,849

CE_8 35,9000 18,932 ,601 ,827

CE_9 36,2571 18,310 ,508 ,837

CE_10 36,1286 18,838 ,587 ,828

Source: Processed primary data by SPSS 20.0

55

Based on table 4.5, 20 Question about celebrity endorser, from the

table, it can be seen that all the question is valid, because the score of

coefficient correlation α > 0,30, it means the data is valid and have the

positive correlation or the score corrected item-total correlation is > 0,30,

it means the valid (Sugiono, 2008:126).

Measurement result is stated to be reliable if the coefficient α> 0.60

(Imam Ghozali,2009:42 ) from table 4.5, the value of Cronbach alpha

more than 0,06, it means 10 question of celebrity endorser have

reliabilities value a good and feasible.

Table 4.6

Result of Validity and Reliability test Brand image


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item

Deleted

BI_1 20,4286 7,321 ,564 ,885

BI_2 19,7286 9,302 ,665 ,838

BI_3 19,7571 8,389 ,724 ,823

BI_4 19,5429 8,455 ,872 ,804

BI_5 19,5000 9,645 ,465 ,867

BI_6 19,5429 8,455 ,872 ,804


Based on table 4.6, 20 Question about Brand image, from the table,

it can be seen that all the question is valid, because the score of coefficient

correlation α > 0,30, it means the data is valid and have the positive

correlation or the score corrected item-total correlation is > 0,30, it means

the valid (Sugiono, 2008:126).

56

Measurement result is said to be reliable if the coefficient α> 0.60

(Imam Ghozali,2009:42 ) from table 4.6, the value of cronbach alpha more

than 0,06, it means 6 question of celebrity brand image have reliabilities

value a good and feasible.

Table 4.7

Result of Validity and Reliability test Customer perception


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item

Deleted

CP_1 32,2286 17,570 ,647 ,866

CP_2 32,2714 17,592 ,698 ,863

CP_3 32,4571 17,150 ,693 ,862

CP_4 32,4571 17,150 ,693 ,862

CP_5 32,2571 16,455 ,728 ,858

CP_6 32,4857 18,311 ,444 ,884

CP_7 32,4571 17,150 ,693 ,862

CP_8 32,2286 17,570 ,647 ,866

CP_9 32,5857 17,435 ,472 ,885


Based on table 4.7, 0 Question about Customer perception, from the




it means the valid (sugiono, 2008:126).



57

than 0,06, it means 9 question of customer perception have reliabilities


Table 4.8

Result of Validity and Reliability test Decision of Buying


Based on table 4.8, 20 Question about decision of buying, from the




it means the valid (sugiono, 2008:126).




Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item

Deleted

DOB_1 49,6571 44,837 ,517 ,860

DOB_2 50,8429 41,816 ,322 ,876

DOB_3 49,7429 41,498 ,787 ,847

DOB_4 49,7857 44,026 ,425 ,862

DOB_5 50,6286 38,469 ,609 ,853

DOB_6 50,0571 42,837 ,405 ,864

DOB_7 49,7000 42,619 ,592 ,854

DOB_8 49,7286 41,186 ,647 ,851

DOB_9 49,9286 42,792 ,543 ,856

DOB_10 50,8286 40,347 ,476 ,862

DOB_11 49,9286 42,821 ,661 ,853

DOB_12 49,9571 41,607 ,640 ,851

DOB_13 49,7429 41,498 ,787 ,847

DOB_14 50,1714 42,289 ,431 ,862

58

than 0,06, it means 14 question of decision of buying have reliabilities


2. Reliability test

Reliability tests can only be done after instrument has confirmed its

validity. Reliability testing is this study to indicate the level of internal

consistency reliability of the techniques used is to measure the coefficient

of cronbach’s alpha with SPSS 20. Alpha values range from 0-1, questions

can be considered reliable if the alpha value is greater than 0.60

Table 4.9

Result of Reliability Test Celebrity endorser

Reliability Statistics

Cronbach's

Alpha

Cronbach's

Alpha

Based on

Standardize

d Items

N of

Items

.828 .827 10


Reliability test from Celebrity endorser variable is shown table 4.9.

As seen as in the table, the cronbach’s alpha 0,828 (Celebrity endorser).

Therefore, it could be concluded that Celebrity endorser variable could be

said reliable.

59

Table 4.10

Result of Reliability Test Brand Image


Cronbach's Alpha

Cronbach's Alpha

Based on Standardize

d Items

N of Items

.913 .928 6


Reliability test from Brand image variable is shown table 4.10. As

seen as in the table, the cronbach’s alpha 0,913 (Brand Image). Therefore,

it could be concluded that Celebrity endorser variable could be said

reliable.

Table 4.11

Result of Reliability Test Customer perception


Reliability test from Customer Perception variable is shown table

4.11. As seen as in the table, the cronbach’s alpha 0,949 (Customer

perception). Therefore, it could be concluded that Celebrity endorser

variable could be said reliable.


Cronbach's Alpha

Cronbach's Alpha

Based on Standardize

d Items

N of Items

.946 .949 9

60

Table 4.12

Result of Reliability Test Decision of Buying


Cronbach's

Alpha

Cronbach's

Alpha

Based on

Standardize

d Items

N of

Items

.927 .942 14


Reliability test from Decision of Buying variable is shown table

4.12. As seen as in the table, the cronbach’s alpha 0,927 (Decision of

Buying). Therefore, it could be concluded that Decision of Buying

variable could be said reliable.

61

3. Classic Assumption Tests

a. Normality Test

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

and median. To know the shape of the distribution of the data we can

use graphs of the distribution.

62


Based on the picture above, 4.13 looks that dots spread around

diagonal lines and follow the direction of the diagonal line, then the

regression models meet the assumptions of normality and proper use.

b. Multi-Collinearity Test

Multi-collinearity only to indicate the existence of a linear

relationship between variables (independent) in the regression model.

If the free variables correlated perfectly then it can be called the

perfect multicollinearity.

63

Table 4.13 Multi-Collinearity Test

According to Imam Gazali (2005: 89), cutoff values commonly

used to indicate the presence of multi-colinierity is if the value of tolerance

< 0.10 or equal to the value of the VIF > 10. If seen from the above table it

can be seen that the value for X 1 VIF (celebrity endorser) of 9,814 value

tolerance 0,102; VIF values X 2 (brand image) of tolerance value of 3,588

value tolerance 0,279;VIF values X 3 (consumer perception) of 8,745 to

the value of tolerance 0,114. Of all the variables can be seen that the value

of tolerance and the value of 0.10 > VIF < 10. Therefore, it can be

concluded that this regression model is free from multikolinieritas and

proper use.

c. Heterocedastisity Test

This trial aims to test whether the model regression residual

variance of inequality occurred one other observation to observation.

Heterocedasticity-test results can be seen in the image below

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

Collinearity Statistics

B Std. Error Beta Tolerance VIF

1 (Constant) .942 1.929 .488 .627

CE .542 .149 .374 3.627 .001 .102 9.814

BI .954 .125 .477 7.646 .000 .279 3.588

CP .236 .145 .158 1.626 .109 .114 8.745

a. Dependent Variable: DOB

64

Figure 4.1

Test result Heterocedastisity

Based on the above picture, scatterplot shows the distribution of

data points as follows. According to Imam Ghozali (2005: 106)

multiple linear regression free from heterocedastisity, namely:

a. There is no clear pattern

b. Dots spread over and under the number 0 on the Y axis

From the picture above to see that the dots randomly spread and

spread both above and below the number 0 on the Y axis.

65

C. Multiple Regression Test

To determine the relationship between two or more independent

variables with the dependent variable one (celebrity endorser, brand image,

and the perception of consumers against purchasing decisions), will be

calculated using SPSS Statistics software 20.0 as follows.

Table 4.14

Confusion Determine

Model Summaryb

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .964a .929 .925 1.899

a. Predictors: (Constant), CP, BI, CE

b. Dependent Variable: DOB

The value Adjusted R2 = 0.925 or 92,5%. This means that variables

celebrity endorser, brand image, and the perception of consumers against

purchasing decisions have contributions of 92.5% of the variable purchase

decisions, while the remaining 7.5% is explained by other variables outside of

the variables used in this study.

66

1. The influence of celebrity endorser (X1) toward purchase decisions

according to the analysis results in table 4.17 can be seen that the t-value

calculate 3,627 > t-table ,namely their significance to the value of 1,996 is

0.001< α of 0.05. Thus it can be concluded that Ho is rejected and the Ha

is accepted, so that the hypothesis stated there was significant influence

between the celebrity endorser of the purchasing decision. It means

partially there is significant influence among the celebrity endorser of the


2. The influence of brand image (X 2) toward purchase decisions according

to the analysis results in table 4.17can be seen that the t-value calculate

7,646> t-table, namely their significance to the value of 1,996 0.000 < α

of 0.05. Thus it can be concluded that Ho is rejected and the Ha is

accepted, so that the hypothesis stated there was significant influence

Table 4.15

Testing t Count

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

Collinearity

Statistics


1 (Constant) .942 1.929 .488 .627

CE .542 .149 .374 3.627 .001 .102 9.814

BI .954 .125 .477 7.646 .000 .279 3.588

CP .236 .145 .158 1.626 .109 .114 8.745


67

between the brand image of the purchasing decision. It means partially

there is significant influence between the brand image of the purchasing

decisions.

3. The influence of consumer perceptions (X 3) toward the decision of the

purchase according to the analysis results in table 4.17 can be seen that the

t-value calculate 1,626< t-table, namely their significance to the value of

1,996 0.000 > α 0.05. Thus it can be concluded that Ho accepted and Ha

rejected, so there is no hypothesis reads significant influence between the

perceptions of consumers against purchasing decisions. That mean there

are no partially influence consumer perceptions of significant to the

purchasing decision.

Table 4.16

Testing f Count

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 3092.304 3 1030.768 285.848 .000a

Residual 237.996 66 3.606

Total 3330.300 69



The simultaneous influence of celebrity endorser, brand image, and the perception

of consumers toward purchasing decisions

Results from table 4.18 can note that a value of the f-f-table> count

IE=285,848> 2.74 with their significance value 0.000 (0.000 < 0.05), it

68

means Ho rejected and Ha accepted. Thus, it can be concluded that

simultaneously there are significant effects between celebrity endorser,

brand image, and perception of consumers toward purchasing decisions.

Table 4.17

Based on table 4.17 above equation regression is obtained as follows:

Y = 0,942 + 0,542 x1 + 0,954 x2 + 0,236 x3 + ei

Constants of 0,942 stated that if a celebrity endorser (X 1), brand

image (X 2), and the perception of the consumer (X 3) is zero then the value

of the Lifebuoy SOAP product purchasing decision was 0,942

Celebrity endorser variables (X 1) of the regression coefficient is 0,542

which indicates that each of the addition of 1 unit of variable celebrity

endorser and may cause a rise in purchasing decisions on consumer products

of Lifebuoy SOAP is 54,2%. With the significant value of 0.001 < 0.005.

That means going on a positive influence/one-way between celebrity

endorser with a purchasing decision. This is in accordance with previous

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig.



1 (Constant) .942 1.929 .488 .627

CE .542 .149 .374 3.627 .001 .102 9.814

BI .954 .125 .477 7.646 .000 .279 3.588

CP .236 .145 .158 1.626 .109 .114 8.745


69

studies conducted by Muly and Simon(2008) stating that celebrity is as a

source of advertising or information about the brand and product attributes,

convince and attract the attention of the general public to make a decision in

the purchase. According to the theory advanced by Terrance a. Shimp in

Muly and Simon (2008: 124) that the factors of attractiveness and credibility

of celebrity endorser can influence someone to make purchasing decisions

Brand image variables (X 2) of the regression coefficient was 0,954

which indicates that each of the addition of 1 unit of the brand image of

variables can cause increase in purchase decisions on consumer products of

Lifebuoy SOAP 95,4.5% with significant value 0.000 < 0.005. That means

going on a positive influence/one-way between brand image with purchase

decisions. This is in accordance with previous studies conducted by Yani m.

Syafei (2006) stating that the various efforts made in shaping the brand

image (brand image) positive to give satisfaction to customers and achieve

consumer interest to buy. According to the theory advanced by Cravens &

piercy in m. Yani Syafie (2006: 18) that the attitude of the buyer against the

brand is crucial because research findings and experience showed that

attitude (attitude) influencing consumer behavior.

Consumer perception of the variables (X 3) of regression coefficients

is 0,236 which indicates that each of the addition of 1 unit of consumer

perception of then variables can cause increase in purchase decisions on

consumer products of Lifebuoy SOAP 23,6% with significant value 0,109 >

0.005. Does not significantly occur between consumer perception against the

70

decision of purchase due to consumer perceptions of differences occur due

to the experience of the product in the past that gives satisfaction over the

products which he had purchased. This is in accordance with previous

research done by Andrew Goddess (2008) and Sofyan (1997) stating that in

fact is the difference of perception will relate to the behavior of a person in

making a decision on what is wanted. With consumer perception we can

know things just about anything into a strength, weakness, opportunity and

threat to our products. According to Paul in Dwi Urip Guiltinan (2008: 37)

says that consumers would drop his choice of the purchased items is driven

by differences in environmental technology, culture and technology.

71

CHAPTER V

CONCLUSIONS AND IMPLICATIONS

A. Conclusion

This research was conducted on the products of Lifebuoy SOAP PT.

Unilever Indonesia that tests on the influence of variable celebrity endorser,

brand image, and the perception of consumers against purchasing decisions.

The object of the research is the students of Budi Luhur University which

become Lifebuoy SOAP users (70 people) with particular consideration of the

respondent.

Based on the analysis and discussion, the conclusions can be

summarized as follows:

1. Variable of Celebrity Endorser partially significant influence toward


2. Variable of Brand Image partially significant influence toward


3. Variable of Cunsomer Perception partially doe not significant influence

toward purchasing decision.

4. Variables of Celebrity Endorser, Brand Image and Consumer Perception

simultaneously significant influence toward purchasing decisions.

72

5. Variables of Celebrity Endorser, Brand Image and Consumer Perception,

were able to explain a variable purchase decisions of 92.5%, rest of 7.5%

is explained by other variable.

B. The Implications

Based on the results of analysis of the conclusions, there are some

implications, namely:

1. For the environment research, this research can be used as reference for

further researcher, such as what indicators that still become decoy for the

customer in selecting product especially soap which has good quality.

2. For the company, with the presence of this research could have issued a

new strategy of how to maintain its market share. In addition a variety of

indicators that have been analyzed, it can form a good strategy and can be

made into references to create a policy for the company.

3. For consumers with this research, the consumer will look at how the

company responded to the needs or desires of consumers

Based on the result and the conclusion above, so it can be concluded

that 39 indicators can be represented in 3 variables such as celebrity endorser,

brand image, and consumer perception which consider customer in making

decision to buy LIFEBUOY soap, so those 3 variables can be as

consideration for Unilever Indonesia.

73

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Canada, Prentice Hall Inc, 2003.

Kotler, Philip & Gary Amstrong, “Principles Of Marketing”, Tenth Edition,

Pearson Prentice Hall, New Jersey, 2004.

, ”Manajemen Pemasaran”, Edisi 11, jilid 1, PT. Indeks Gramedia,

Jakarta, 2005.

, “ManajemenPemasaran”, Edisi Millenium, Jilid 2, Prenhallindo, Jakarta, 2002.

Leon G. Schiffman, L. L. Kanuk, ”Consumer Behavior” 7th

edition, Prentice Hall,

2008.

Lupiyodi, Rachmat, ”Manajemen Pemasaran Jasa, Teori dan Praktek”, Salemba

Empat, 2004.

Madura, Jeff, ”Pengantar Bisnis”, Salemba 4, Jakarta, 2001.

74

MARS Indonesia, 2005.

Martinez, E, ”The Effect of Brand Extension Strategies Upon Brand Image”,

Spain : Faculted de Ciencias Economicas Empresiales The University of

Zaragoza Press, 2002.

Muly dan Simon, “Pengaruh Celebrity Endorser terhadap Keputusan Pembelian

Sepeda Motor Yamaha Mio Medan”, 2008.

Peni, Ajeng Hapsari, “Analisis Perbandingan Penggunaan Celebrity Endorser

danTypical-Person Endorser Iklan Televisi Dan Hubungannya Dengan

Brand Image Produk”, Fakultas Ekonomi Universitas Padjadjaran

Bandung, 2008.

Rangkuti, Freddy, ”The Power of Brands”, PT. Gramedia Pustaka Utama, Jakarta,

2002.

Santoso, Singgih, ”Buku Latihan SPSS Statistik versi 20.0”, PT. Elex Media

Komputindo, Jakarta, 2012.

Stanton J, William, ” Prinsip Pemasaran.” jilid 1 edisi ke tujuh. Erlangga,

Jakarta, 1996.

Sugiyono, ”Metode Penelitian Bisnis”. CV. Alfabeta, Jakarta, 2007.

Sumarwan Ujang,dkk, ”Pemasaran Strategik.” Edisi Pertama, Inti Prima, Jakarta,

2009.

Sutisna, ”Perilaku Konsumen dan Komunikasi Pemasaran”, Bandung, 2003.

Tjiptono, Fandy, ”Brand Management dan Strategy”, ANDI, Jogjakarta, 2005.

Umar, Hussain, ”Metode Penelitian untuk Skripsi”, Makalah, Jakarta, 2000.

Urip, Dwi wahyuni, “Pengaruh Motivasi, Persepsi, dan Sikap Konsumen

terhadap Keputusan Pembelian Sepeda Motor Merek Honda di Kawasan

Surabaya Barat”, Surabaya, 2008.

Yani, M. Safei, “Pengaruh Citra Merek dan Penyampaian Jasa Bengkel Resmi

terhadap Nilai Pelanggan Serta Dampaknya Pada Keputusan Pembelian

Pelanggan”, Bandung, 2008.

75

KUESIONER PERTANYAAN

Responden yang terhormat,

Sehubungan dengan diadakannya penelitian mengenai “Analisis Pengaruh

Celebrity Endorser, Brand Image, dan Persepsi Konsumen Terhadap Keputusan

Pembelian Sabun Lifebuoy (Studi Kasus pada mahasiswa universitas Budi

luhur)”. Saya yang berkualifikasi dibawah ini :

Nama : Yudy darma putra

NIM : 107081103298

Fakultas : Ekonomi dan Bisnis

Jurusan : Manajemen internasional

Kampus : UIN Syarif Hidayatullah Jakarta

Oleh karena itu, saya mohon kepada saudari responden untuk bersedia menjawab

kuesioner ini.Saya mengharapkan bantuan saudari untuk memberikan jawaban

yang jujur dan sesungguhnya. Data yang saudari berikan akan dijamin

kerahasiannya, karena jawaban tersebut akan dijadikan bahan penelitian dan tidak

untuk dipublikasikan. Besar harapan saya atas bantuan saudari untuk membantu

penelitian ini dalam penyusunan tugas akhir sebagai salah satu syarat kelulusan.

Atas kesediaan dan bantuannya, saya ucapkan terima kasih.

Peneliti

76

KARAKTERISTIK RESPONDEN

1. Nama Responden :

2. Fak/Jurusan :

3. Produk sabun Lifebuoy yang digunakan ?

a. Cair b. Padat

4. Ukuran yang sering digunakan ? (apabila menjawab “a. cair”)

a. Sachet b. Refill

5. Apakah anda membeli wangi(aroma) yang selalu sama dalam setiap

pembelian?

a. Ya b. Tidak

6. Berapa kali anda membeli Lifebuoy dalam setiap bulan?

a. 1 x / bulan b. Lebih dari 1x /bulan

PETUNJUK PENGISIAN

A. Setiap pertanyaan berikut ini terdiri atas lima pilihan jawaban :

SS = Sangat Setuju R = Ragu STS = Sangat Tidak Setuju

S = Setuju TS = Tidak Setuju

B. Pilihlah salah satu jawaban, jika menurut anda anggap paling cocok dengan

keadaan anda sekarang dengan memberikan Checklist(√) pada setiap butir

pertanyaan.

77

Celebrity Endorser (X1)

No Pertanyaan SS S R TS STS

1

Kredibilitas

Menurut saya model iklan produk Lifebuoy

berpengetahuan dalam hal kebersihan diri

According to my knowledgeable Lifebuoy

product advertising model in terms of self

hygiene

2 Menurut saya model iklan produk Lifebuoy

berpengalaman dalam menyajikan iklan yang

kreatif

In my opinion the product advertising model

Lifebuoy experienced in serving the creative

advertising


sangat terampil dalam membintangi produk

Lifebuoy


Lifebuoy highly skilled in product starred

Lifebuoy


mempunyai kepribadian yang jujur


78

has an honest personality Lifebuoy

5 Sosok model iklan produk Lifebuoy dapat

dipercaya dalam membintangi iklan lifebuoy

Figure model product advertisements

Lifebuoy reliably in adverts lifebuoy

6

Daya Tarik


sesuai dengan karakter Lifebuoy yang

menampilkan kecantikan wanita Indonesia

According to my models in accordance with

Lifebuoy product advertising character

Lifebuoy featuring Indonesia women's beauty


mempunyai kepribadian yang baik dimata

masyarakat


has a good personality Lifebuoy spied society


mempunyai gaya hidup yang sehat sesuai

dengan karakter Lifebuoy


Lifebuoy has a healthy lifestyle in accordance

with character Lifebuoy

79


merupakan artis yang terkenal dimata

masyarakat


is the famous artist Lifebuoy spied society


termasuk artis-artis ternama di Indonesia


Lifebuoy include well-known artists in

Indonesia

BRAND IMAGE (X2)


11

Kekuatan

Penampilan produk Lifebuoy sangat menarik

The appearance of the product very

interesting Lifebuoy

12 Harga produk sabun Lifebuoy terjangkau

oleh konsumen

Price of the product by the consumer

affordable Lifebuoy SOAP

13

Keunikan

Variasi produk sabun Lifebuoy bermacam-

80

macam

Variations of the product assortment

Lifebuoy SOAP

14 Variasi harga sabun Lifebuoy bermacam-

macam sesuai dengan ukuran

Price variation Lifebuoy SOAP assortment

according to the size

15

Favorable

Sabun Lifebuoy merupakan merek yang

mudah diucapkan

Lifebuoy SOAP is a brand that is easier said

16 Sabun Lifebuoy merupakan merek yang

mudah diingat

Lifebuoy SOAP is a brand that is easy to

remember

PERSEPSI KONSUMEN (X3)


17

Produk dan Komponennya

Kemasan yang ditawarkan Lifebuoy sangat

menarik

The packaging presented very interesting

Lifebuoy

81

18 Lifebuoy mempunyai ciri yang khas saat

dipakai

A typical discrete Lifebuoy when worn

19 Bentuk fisik dari Lifebuoy sesuai dengan

selera anda

Physical form of Lifebuoy in accordance with

your taste

20 Slogan Lifebuoy cukup menarik dimata anda

“cara sehat untuk mandi“

Interestingly enough in the eyes of Lifebuoy

Slogan you

"healthy ways to shower"

21 Harga yang ditawarkan Lifebuoy relatif

murah dari produk lain

The price offered shall be accessible by you

Lifebuoy

22 Kualitas Lifebuoy yang ditawarkan dapat

memuaskan anda

Quality Lifebuoy presented can satisfy you

23

Sabun Lifebuoy Merek Yang Mudah

Diingat

Warna sabun Lifebuoy yang ditampilkan

82

sesuai dengan selera anda

The color displayed Lifebuoy SOAP to your

taste

24 Lifebuoy mempunyai ciri aroma/wangi yang

khas

Lifebuoy discrete scent/smell the typical

25 Promosi atau iklan yang ditawarkan Lifebuoy

mudah diingat dan dikenal dibenak anda

Promotions or advertisements presented

Lifebuoy catchy and well known in your

mind

KEPUTUSAN PEMBELIAN (Y)


26

Pengenalan Masalah

Anda melakukan keputusan pembelian

produk sabun Lifebuoy karena kebutuhan

You make the decision to purchase the

product because it needs Lifebuoy SOAP

27

Pencarian Informasi


produk sabun Lifebuoy karena dapat referensi

dari orang lain

83


product because it can reference Lifebuoy

SOAP from others

28 Anda melakukan keputusan pembelian

produk sabun Lifebuoy dari media massa


products of the mass media Lifebuoy SOAP


produk sabun Lifebuoy dari media elektronik

You make the decision to purchase a product

from electronic media Lifebuoy SOAP

30

Evaluasi Alternatif

Anda mempertimbangkan lokasi sebelum

melakukan keputusan pembelian produk

sabun lifebuoy

You consider the site before making a

decision to purchase products SOAP lifebuoy

31 Anda mempertimbangkan harga sebelum


sabun lifebuoy

You are considering the price before making

a purchasing decision lifebuoy SOAP

products

84

32 Anda mempertimbangkan kualitas produk

sebelum melakukan keputusan pembelian

produk sabun lifebuoy

You consider the quality of the product before

making decision to purchase the product

SOAP lifebuoy

33 Anda membandingkan kualitas produk

dengan pesaingnya sebelum melakukan

keputusan pembelian produk sabun lifebuoy

You compare the quality of the product with

its competitors before making a purchasing

decision lifebuoy SOAP products

34

Keputusan Pembelian

Anda termasuk yang cermat dalam


sabun lifebuoy

You included a careful in doing the lifebuoy

SOAP product purchase decisions

35 Anda meminta rekomendasi dari pihak lain

dalam keputusan pembelian produk sabun

lifebuoy

You ask for recommendations from other

parties in the decision to purchase products

85

SOAP lifebuoy


produk Lifebuoy karena rasa percaya pada



product because of a sense of trust in

Lifebuoy products lifebuoy SOAP

37

Pasca Keputusan Pembelian

Sabun Lifebuoy sesuai dengan kebutuhan

anda

Lifebuoy SOAP to suit your needs

38 Anda merasa puas melakukan pembelian


You are satisfied purchase products SOAP

lifebuoy

39 Anda akan membicarakan hal positif kepada

orang lain tentang Lifebuoy setelah

melakukan pembelian produk

You will discuss the positive things to others

about Lifebuoy after purchase of products

86


1 4 4 4 4 4 5 2 4 4 4 38

2 4 4 4 4 5 4 3 5 4 4 41

3 4 4 4 4 4 3 4 4 4 3 38

4 4 4 4 4 5 4 3 5 4 4 41

5 4 4 4 4 4 4 4 4 4 4 40

6 4 4 4 4 4 4 4 4 3 4 39

7 4 4 4 4 4 3 3 4 4 3 37

8 3 4 3 3 3 4 3 3 4 4 34

9 2 3 1 1 3 2 1 3 1 2 19

10 4 4 4 4 4 4 4 4 3 4 39

11 4 4 4 4 4 3 4 4 4 3 38

12 5 5 5 5 5 5 5 5 5 5 50

13 5 5 4 4 5 4 5 5 5 4 46

14 3 4 3 3 4 4 4 4 5 4 38

15 4 4 3 3 5 4 2 5 4 4 38

16 3 4 4 4 3 3 2 3 2 3 31

17 4 4 4 4 4 5 3 4 4 5 41

18 5 5 4 4 4 5 5 4 5 5 46

19 4 4 3 3 4 4 2 4 4 4 36

20 4 4 4 4 3 4 3 3 3 4 36

21 4 4 4 4 3 4 3 3 3 4 36

22 4 4 4 4 4 3 3 4 3 3 36

23 5 5 5 5 5 5 5 5 5 5 50

24 5 4 5 5 4 5 4 4 4 5 45

25 4 4 4 4 5 5 2 5 4 5 42

26 4 4 4 4 5 4 3 5 5 4 42

27 4 5 4 4 5 4 3 5 5 4 43

28 5 4 5 5 5 3 5 5 5 3 45

29 5 5 4 4 5 4 3 5 2 4 41

30 4 4 4 4 4 2 2 4 4 2 34

31 4 4 4 4 4 5 2 4 4 5 40

32 4 5 3 3 4 4 3 4 4 4 38

33 4 4 4 4 4 4 2 4 4 4 38

34 5 4 4 4 5 4 4 5 2 4 41

35 4 5 4 4 4 4 4 4 4 4 41

36 5 4 5 5 5 3 2 5 3 3 40

37 4 4 4 4 4 4 2 4 4 4 38

38 4 5 5 5 3 4 2 3 3 4 38

39 4 5 5 5 4 4 2 4 4 4 41

40 4 4 4 4 4 4 4 4 4 4 40

41 4 4 4 4 4 4 4 4 4 4 40

42 5 4 4 4 4 5 5 4 4 5 44

43 5 4 4 4 4 5 5 4 4 5 44

87

44 4 4 4 4 3 4 3 3 3 4 36

45 4 4 4 4 3 4 3 3 3 4 36

46 4 4 4 4 4 3 3 4 4 3 37

47 5 5 5 5 5 5 5 5 2 5 47

48 5 4 3 3 4 5 4 4 4 5 41

49 4 4 4 4 5 5 2 5 4 5 42

50 4 4 4 4 4 4 4 4 3 4 39

51 4 4 4 4 4 3 4 4 4 3 38

52 5 5 5 5 5 5 5 5 5 5 50

53 5 5 4 4 5 4 5 5 5 4 46

54 3 4 5 5 4 4 4 4 5 4 42

55 4 4 5 5 5 4 2 5 4 4 42

56 4 4 4 4 4 4 2 4 4 4 38

57 5 4 4 4 5 4 4 5 4 4 43

58 4 5 4 4 4 4 4 4 4 4 41

59 5 4 5 5 5 3 2 5 3 3 40

60 4 4 4 4 4 4 2 4 4 4 38

61 4 5 5 5 3 4 2 3 3 4 38

62 4 5 5 5 4 4 2 4 4 4 41

63 5 5 5 5 5 5 5 5 5 5 50

64 5 5 4 4 5 4 5 5 5 4 46

65 3 4 5 5 4 4 4 4 5 4 42

66 4 4 5 5 5 4 2 5 4 4 42

67 3 4 4 4 3 3 2 3 2 3 31

68 4 4 4 4 4 4 2 4 4 4 38

69 4 4 4 4 5 4 3 5 4 4 41

70 4 4 4 4 4 3 4 4 4 3 38

88

Brand Image (X2)

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

2 4 4 4 4 4 22

3 4 4 4 5 4 24

4 4 4 4 4 4 24

3 4 4 4 5 4 24

4 4 4 4 4 4 24

4 4 4 4 4 4 24

3 2 4 4 4 4 21

3 3 3 3 3 3 18

1 3 2 2 3 2 13

4 4 3 4 4 4 23

4 4 4 4 4 4 24

5 5 5 5 5 5 30

5 4 5 5 5 5 29

4 3 3 3 4 3 20

2 4 4 4 5 4 23

2 3 3 3 3 3 17

3 4 4 4 4 4 23

5 5 5 5 4 5 29

2 4 4 4 4 4 22

3 4 4 4 3 4 22

3 4 4 4 3 4 22

3 4 4 4 4 4 23

5 5 5 5 5 5 30

4 4 4 5 4 5 26

2 4 2 4 5 4 21

3 4 4 4 5 4 24

3 3 2 4 5 4 21

5 5 5 5 5 5 30

3 5 5 5 5 5 28

2 4 4 4 4 4 22

2 4 4 4 4 4 22

3 4 3 4 4 4 22

2 4 4 4 4 4 22

4 4 4 5 5 5 27

4 4 4 4 4 4 24

2 3 4 5 5 5 24

2 4 4 4 4 4 22

2 4 4 4 3 4 21

2 4 4 4 4 4 22

89

40

41

42

43

44

45

46

47

48

49

50

51

52

53

54

55

56

57

58

59

60

61

62

63

64

65

66

67

68

69

70

4 4 4 4 4 4 24

4 4 4 4 4 4 24

5 5 5 5 4 5 29

5 5 5 5 4 5 29

3 4 4 4 3 4 22

3 4 4 4 3 4 22

3 4 4 4 4 4 23

5 5 5 5 5 5 30

4 4 4 5 4 5 26

2 4 2 4 5 4 21

4 4 3 4 4 4 23

4 4 4 4 4 4 24

5 5 5 5 5 5 30

5 4 5 5 5 5 29

4 3 3 3 4 3 20

2 4 4 4 5 4 23

2 4 4 4 4 4 22

4 4 4 5 5 5 27

4 4 4 4 4 4 24

2 3 4 5 5 5 24

2 4 4 4 4 4 22

2 4 4 4 3 4 21

2 4 4 4 4 4 22

5 5 5 5 5 5 30

5 4 5 5 5 5 29

4 3 3 3 4 3 20

2 4 4 4 5 4 23

2 3 3 3 3 3 17

2 4 4 4 4 4 22

3 4 4 4 5 4 24

4 4 4 4 4 4 24

90

Consumer Perception (X 3)

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

4 4 4 4 3 4 4 4 4 35

5 4 4 4 5 4 4 5 4 39

4 4 3 3 4 4 3 4 4 33

5 4 4 4 5 4 4 5 4 39

4 4 4 4 4 4 4 4 4 36

4 4 4 4 4 4 4 4 3 35

4 4 3 3 4 4 3 4 4 33

3 3 4 4 4 3 4 3 4 32

3 2 2 2 1 2 2 3 1 18

4 4 4 4 4 3 4 4 3 34

4 4 3 3 4 4 3 4 4 33

5 5 5 5 5 5 5 5 5 45

5 5 4 4 5 5 4 5 5 42

4 3 4 4 4 3 4 4 5 35

5 4 4 4 5 4 4 5 4 39

3 3 3 3 3 3 3 3 2 26

4 4 5 5 5 4 5 4 4 40

4 5 5 5 4 5 5 4 5 42

4 4 4 4 4 4 4 4 4 36

3 4 4 4 4 4 4 3 3 33

3 4 4 4 4 4 4 3 3 33

91

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

4 4 3 3 4 4 3 4 3 32

5 5 5 5 5 5 5 5 5 45

4 5 5 5 4 4 5 4 4 40

5 4 5 5 5 2 5 5 4 40

5 4 4 4 4 4 4 5 5 39

5 4 4 4 5 2 4 5 5 38

5 5 3 3 5 5 3 5 5 39

5 5 4 4 5 5 4 5 2 39

4 4 2 2 4 4 2 4 4 30

4 4 5 5 4 4 5 4 4 39

4 4 4 4 3 3 4 4 4 34

4 4 4 4 4 4 4 4 4 36

5 5 4 4 5 4 4 5 2 38

4 4 4 4 4 4 4 4 4 36

5 5 3 3 4 4 3 5 3 35

4 4 4 4 4 4 4 4 4 36

3 4 4 4 3 4 4 3 3 32

4 4 4 4 4 4 4 4 4 36

4 4 4 4 4 4 4 4 4 36

4 4 4 4 2 4 4 4 4 34

4 5 5 5 5 5 5 4 4 42

4 5 5 5 5 5 5 4 4 42

92

44

45

46

47

48

49

50

51

52

53

54

55

56

57

58

59

60

61

62

63

64

65

3 4 4 4 4 4 4 3 3 33

3 4 4 4 4 4 4 3 3 33

4 4 3 3 4 4 3 4 4 33

5 5 5 5 5 5 5 5 2 42

4 5 5 5 4 4 5 4 4 40

5 4 5 5 5 2 5 5 4 40

4 4 4 4 4 3 4 4 3 34

4 4 3 3 4 4 3 4 4 33

5 5 5 5 5 5 5 5 5 45

5 5 4 4 5 5 4 5 5 42

4 3 4 4 4 3 4 4 5 35

5 4 4 4 5 4 4 5 4 39

4 4 4 4 4 4 4 4 4 36

5 5 4 4 5 4 4 5 4 40

4 4 4 4 4 4 4 4 4 36

5 5 3 3 4 4 3 5 3 35

4 4 4 4 4 4 4 4 4 36

3 4 4 4 3 4 4 3 3 32

4 4 4 4 4 4 4 4 4 36

5 5 5 5 5 5 5 5 5 45

5 5 4 4 5 5 4 5 5 42

4 3 4 4 4 3 4 4 5 35

93

66

67

68

69

70

5 4 4 4 5 4 4 5 4 39

3 3 3 3 3 3 3 3 2 26

4 4 4 4 3 4 4 4 4 35

5 4 4 4 5 4 4 5 4 39

4 4 3 3 4 4 3 4 4 33

94

Purchasing Decisions (Y)

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

4 2 4 4 2 4 4 3 4 2 4 4 4 4 49

4 1 4 4 3 4 5 5 4 3 4 4 4 4 53

4 2 4 4 4 4 4 4 3 2 4 4 4 4 51

4 1 4 4 3 4 5 5 4 3 4 4 4 4 53

4 4 4 4 4 4 4 4 4 4 4 4 4 4 56

4 3 4 4 4 3 4 4 4 3 4 4 4 4 53

4 2 4 4 3 4 4 4 3 2 2 4 4 3 47

4 3 3 3 3 4 3 4 4 2 3 3 3 3 45

3 3 2 1 1 1 3 1 2 2 3 2 2 2 28

4 4 4 4 4 3 4 4 4 3 4 3 4 4 53

4 3 4 4 4 4 4 4 3 3 4 4 4 3 52

5 5 5 5 5 5 5 5 5 5 5 5 5 5 70

5 4 5 4 5 5 5 5 4 4 4 5 5 2 62

4 4 3 3 4 5 4 4 4 3 3 3 3 3 50

4 5 4 3 2 4 5 5 4 4 4 4 4 4 56

4 2 3 4 2 2 3 3 3 3 3 3 3 3 41

4 2 4 4 3 4 4 5 5 4 4 4 4 4 55

5 2 5 4 5 5 4 4 5 3 5 5 5 5 62

4 3 4 3 2 4 4 4 4 4 4 4 4 4 52

4 2 4 4 3 3 3 4 4 2 4 4 4 2 47

4 3 4 4 3 3 3 4 4 3 4 4 4 3 50

95

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

4 4 4 4 3 3 4 4 3 2 4 4 4 4 51

5 5 5 5 5 5 5 5 5 5 5 5 5 5 70

4 3 5 5 4 4 4 4 5 4 4 4 5 4 59

4 2 4 4 2 4 5 5 5 2 4 2 4 4 51

4 1 4 4 3 5 5 4 4 2 4 4 4 4 52

5 2 4 4 3 5 5 5 4 2 3 2 4 4 52

4 2 5 5 5 5 5 5 3 2 5 5 5 5 61

5 3 5 4 3 2 5 5 4 3 5 5 5 5 59

4 2 4 4 2 4 4 4 2 3 4 4 4 4 49

4 2 4 4 2 4 4 4 5 2 4 4 4 4 51

5 4 4 3 3 4 4 3 4 4 4 3 4 4 53

4 4 4 4 2 4 4 4 4 2 4 4 4 4 52

4 4 5 4 4 2 5 5 4 5 4 4 5 4 59

5 2 4 4 4 4 4 4 4 5 4 4 4 4 56

4 3 5 5 2 3 5 4 3 2 3 4 5 4 52

4 2 4 4 2 4 4 4 4 4 4 4 4 5 53

5 1 4 5 2 3 3 3 4 4 4 4 4 2 48

5 1 4 5 2 4 4 4 4 1 4 4 4 2 48

4 2 4 4 4 4 4 4 4 2 4 4 4 4 52

4 4 4 4 4 4 4 2 4 2 4 4 4 4 52

4 3 5 4 5 4 4 5 5 2 5 5 5 5 61

4 3 5 4 5 4 4 5 5 2 5 5 5 5 61

96

44

45

46

47

48

49

50

51

52

53

54

55

56

57

58

59

60

61

62

63

64

65

4 2 4 4 3 3 3 4 4 2 4 4 4 2 47

4 3 4 4 3 3 3 4 4 3 4 4 4 3 50

4 4 4 4 3 4 4 4 3 2 4 4 4 4 52

5 5 5 5 5 2 5 5 5 5 5 5 5 5 67

4 3 5 3 4 4 4 4 5 4 4 4 5 4 57

4 2 4 4 2 4 5 5 5 2 4 2 4 4 51

4 4 4 4 4 3 4 4 4 3 4 3 4 4 53

4 3 4 4 4 4 4 4 3 3 4 4 4 3 52

5 5 5 5 5 5 5 5 5 5 5 5 5 5 70

5 4 5 4 5 5 5 5 4 4 4 5 5 2 62

4 4 3 5 4 5 4 4 4 3 3 3 3 3 52

4 5 4 5 2 4 5 5 4 4 4 4 4 4 58

4 4 4 4 2 4 4 4 4 2 4 4 4 4 52

4 4 5 4 4 4 5 5 4 5 4 4 5 4 61

5 2 4 4 4 4 4 4 4 5 4 4 4 4 56

4 3 5 5 2 3 5 4 3 2 3 4 5 4 52

4 2 4 4 2 4 4 4 4 4 4 4 4 5 53

5 5 4 5 2 3 3 3 4 4 4 4 4 2 52

5 4 4 5 2 4 4 4 4 1 4 4 4 2 51

5 5 5 5 5 5 5 5 5 5 5 5 5 5 70

5 4 5 4 5 5 5 5 4 4 4 5 5 2 62

4 4 3 5 4 5 4 4 4 3 3 3 3 3 52

97

66

67

68

69

70

4 5 4 5 2 4 5 5 4 4 4 4 4 4 58

4 2 3 4 2 2 3 3 3 3 3 3 3 3 41

4 4 4 4 2 4 4 3 4 2 4 4 4 4 51

4 1 4 4 3 4 5 5 4 3 4 4 4 4 53

4 2 4 4 4 4 4 4 3 2 4 4 4 4 51

98

Test For Normality

99

Test Heteroskedatisitas

100

Regression Analysis

Model Summaryb

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .964a .929 .925 1.899



ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 3092.304 3 1030.768 285.848 .000a

Residual 237.996 66 3.606

Total 3330.300 69



Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig.



1 (Constant) .942 1.929 .488 .627

CE .542 .149 .374 3.627 .001 .102 9.814

BI .954 .125 .477 7.646 .000 .279 3.588

CP .236 .145 .158 1.626 .109 .114 8.745


103

Appendix II

DAFTAR KUISONER

QUESTIONNAIRE

Responden yang terhormat,

Sehubungan dengan diadakannya penelitian mengenai “Analisis Pengaruh

Celebrity Endorser, Brand Image, dan Persepsi Konsumen Terhadap Keputusan

Pembelian Sabun Lifebuoy (Studi Kasus pada mahasiswa universitas Budi

luhur)”. Saya yang berkualifikasi dibawah ini :

Nama : Yudy darma putra

NIM : 107081103298

Fakultas : Ekonomi dan Bisnis

Jurusan : Manajemen internasional

Kampus : UIN Syarif Hidayatullah Jakarta

Oleh karena itu, saya mohon kepada saudari responden untuk bersedia menjawab

kuesioner ini.Saya mengharapkan bantuan saudari untuk memberikan jawaban

yang jujur dan sesungguhnya. Data yang saudari berikan akan dijamin

kerahasiannya, karena jawaban tersebut akan dijadikan bahan penelitian dan tidak

untuk dipublikasikan. Besar harapan saya atas bantuan saudari untuk membantu

penelitian ini dalam penyusunan tugas akhir sebagai salah satu syarat kelulusan.

Atas kesediaan dan bantuannya, saya ucapkan terima kasih.

Peneliti

104

KARAKTERISTIK RESPONDEN

7. Nama Responden :

8. Fak/Jurusan :

9. Produk sabun Lifebuoy yang digunakan ?

b. Cair b. Padat

10. Ukuran yang sering digunakan ? (apabila menjawab “a. cair”)

b. Sachet b. Refill

11. Apakah anda membeli wangi(aroma) yang selalu sama dalam setiap

pembelian?

b. Ya b. Tidak

12. Berapa kali anda membeli Lifebuoy dalam setiap bulan?

b. 1 x / bulan b. Lebih dari 1x /bulan

PETUNJUK PENGISIAN

C. Setiap pertanyaan berikut ini terdiri atas lima pilihan jawaban :

SS = Sangat Setuju R = Ragu STS = Sangat Tidak Setuju

S = Setuju TS = Tidak Setuju

D. Pilihlah salah satu jawaban, jika menurut anda anggap paling cocok dengan

keadaan anda sekarang dengan memberikan Checklist(√) pada setiap butir

pertanyaan.



Kredibilitas

105


berpengetahuan dalam hal kebersihan diri

According to my knowledgeable Lifebuoy

product advertising model in terms of self

hygiene


berpengalaman dalam menyajikan iklan yang

kreatif


Lifebuoy experienced in serving the creative

advertising


sangat terampil dalam membintangi produk

Lifebuoy


Lifebuoy highly skilled in product starred

Lifebuoy


mempunyai kepribadian yang jujur


has an honest personality Lifebuoy

5 Sosok model iklan produk Lifebuoy dapat

dipercaya dalam membintangi iklan lifebuoy

106

Figure model product advertisements

Lifebuoy reliably in adverts lifebuoy

6

Daya Tarik


sesuai dengan karakter Lifebuoy yang

menampilkan kecantikan wanita Indonesia

According to my models in accordance with

Lifebuoy product advertising character

Lifebuoy featuring Indonesia women's beauty


mempunyai kepribadian yang baik dimata

masyarakat


has a good personality Lifebuoy spied society


mempunyai gaya hidup yang sehat sesuai

dengan karakter Lifebuoy


Lifebuoy has a healthy lifestyle in accordance

with character Lifebuoy


merupakan artis yang terkenal dimata

masyarakat

107


is the famous artist Lifebuoy spied society


termasuk artis-artis ternama di Indonesia


Lifebuoy include well-known artists in

Indonesia

BRAND IMAGE (X2)


11

Kekuatan

Penampilan produk Lifebuoy sangat menarik

The appearance of the product very

interesting Lifebuoy

12 Harga produk sabun Lifebuoy terjangkau

oleh konsumen

Price of the product by the consumer

affordable Lifebuoy SOAP

13

Keunikan

Variasi produk sabun Lifebuoy bermacam-

macam

Variations of the product assortment

Lifebuoy SOAP

108

14 Variasi harga sabun Lifebuoy bermacam-

macam sesuai dengan ukuran

Price variation Lifebuoy SOAP assortment

according to the size

15

Favorable

Sabun Lifebuoy merupakan merek yang

mudah diucapkan

Lifebuoy SOAP is a brand that is easier said

16 Sabun Lifebuoy merupakan merek yang

mudah diingat

Lifebuoy SOAP is a brand that is easy to

remember

E. PERSEPSI KONSUMEN (X3)


17

Produk dan Komponennya

Kemasan yang disajikan Lifebuoy sangat

menarik

The packaging presented very interesting

Lifebuoy

18 Lifebuoy mempunyai ciri yang khas saat

dipakai

A typical discrete Lifebuoy when worn

109

19 Bentuk fisik dari Lifebuoy sesuai dengan

selera anda

Physical form of Lifebuoy in accordance with

your taste

20 Slogan Lifebuoy cukup menarik dimata anda

“cara sehat untuk mandi“

Interestingly enough in the eyes of Lifebuoy

Slogan you

"healthy ways to shower"

21 Harga yang ditawarkan Lifebuoy dapat

dijangkau oleh anda

The price offered shall be accessible by you

Lifebuoy

22 Kualitas Lifebuoy yang disajikan dapat

memuaskan anda

Quality Lifebuoy presented can satisfy you

23

Sabun Lifebuoy Merek Yang Mudah

Diingat

Warna sabun Lifebuoy yang ditampilkan

sesuai dengan selera anda

The color displayed Lifebuoy SOAP to your

taste

110

24 Lifebuoy mempunyai ciri aroma/wangi yang

khas

Lifebuoy discrete scent/smell the typical

25 Promosi atau iklan yang disajikan Lifebuoy

mudah diingat dan dikenal dibenak anda

Promotions or advertisements presented

Lifebuoy catchy and well known in your

mind

KEPUTUSAN PEMBELIAN (Y)


26

Pengenalan Masalah


produk sabun Lifebuoy karena kebutuhan


product because it needs Lifebuoy SOAP

27

Pencarian Informasi


produk sabun Lifebuoy karena dapat referensi

dari orang lain


product because it can reference Lifebuoy

SOAP from others

111


produk sabun Lifebuoy dari media massa


products of the mass media Lifebuoy SOAP


produk sabun Lifebuoy dari media elektronik

You make the decision to purchase a product

from electronic media Lifebuoy SOAP

30

Evaluasi Alternatif

Anda mempertimbangkan lokasi sebelum


sabun lifebuoy

You consider the site before making a

decision to purchase products SOAP lifebuoy

31 Anda mempertimbangkan harga sebelum


sabun lifebuoy

You are considering the price before making

a purchasing decision lifebuoy SOAP

products

32 Anda mempertimbangkan kualitas produk

sebelum melakukan keputusan pembelian


112

You consider the quality of the product before

making decision to purchase the product

SOAP lifebuoy

33 Anda membandingkan kualitas produk

dengan pesaingnya sebelum melakukan

keputusan pembelian produk sabun lifebuoy

You compare the quality of the product with

its competitors before making a purchasing

decision lifebuoy SOAP products

34

Keputusan Pembelian

Anda termasuk yang cermat dalam


sabun lifebuoy

You included a careful in doing the lifebuoy

SOAP product purchase decisions

35 Anda meminta rekomendasi dari pihak lain

dalam keputusan pembelian produk sabun

lifebuoy

You ask for recommendations from other

parties in the decision to purchase products

SOAP lifebuoy


produk Lifebuoy karena rasa percaya pada

113



product because of a sense of trust in

Lifebuoy products lifebuoy SOAP

37

Pasca Keputusan Pembelian

Sabun Lifebuoy sesuai dengan kebutuhan

anda

Lifebuoy SOAP to suit your needs

38 Anda merasa puas melakukan pembelian


You are satisfied purchase products SOAP

lifebuoy

39 Anda akan membicarakan hal positif kepada

orang lain tentang Lifebuoy setelah

melakukan pembelian produk

You will discuss the positive things to others

about Lifebuoy after purchase of products

114

APPENDIX III


1 4 4 4 4 4 5 2 4 4 4 38

2 4 4 4 4 5 4 3 5 4 4 41

3 4 4 4 4 4 3 4 4 4 3 38

4 4 4 4 4 5 4 3 5 4 4 41

5 4 4 4 4 4 4 4 4 4 4 40

6 4 4 4 4 4 4 4 4 3 4 39

7 4 4 4 4 4 3 3 4 4 3 37

8 3 4 3 3 3 4 3 3 4 4 34

9 2 3 1 1 3 2 1 3 1 2 19

10 4 4 4 4 4 4 4 4 3 4 39

11 4 4 4 4 4 3 4 4 4 3 38

12 5 5 5 5 5 5 5 5 5 5 50

13 5 5 4 4 5 4 5 5 5 4 46

14 3 4 3 3 4 4 4 4 5 4 38

15 4 4 3 3 5 4 2 5 4 4 38

16 3 4 4 4 3 3 2 3 2 3 31

17 4 4 4 4 4 5 3 4 4 5 41

18 5 5 4 4 4 5 5 4 5 5 46

19 4 4 3 3 4 4 2 4 4 4 36

20 4 4 4 4 3 4 3 3 3 4 36

21 4 4 4 4 3 4 3 3 3 4 36

22 4 4 4 4 4 3 3 4 3 3 36

23 5 5 5 5 5 5 5 5 5 5 50

24 5 4 5 5 4 5 4 4 4 5 45

25 4 4 4 4 5 5 2 5 4 5 42

26 4 4 4 4 5 4 3 5 5 4 42

27 4 5 4 4 5 4 3 5 5 4 43

28 5 4 5 5 5 3 5 5 5 3 45

29 5 5 4 4 5 4 3 5 2 4 41

30 4 4 4 4 4 2 2 4 4 2 34

31 4 4 4 4 4 5 2 4 4 5 40

32 4 5 3 3 4 4 3 4 4 4 38

33 4 4 4 4 4 4 2 4 4 4 38

34 5 4 4 4 5 4 4 5 2 4 41

35 4 5 4 4 4 4 4 4 4 4 41

36 5 4 5 5 5 3 2 5 3 3 40

37 4 4 4 4 4 4 2 4 4 4 38

38 4 5 5 5 3 4 2 3 3 4 38

39 4 5 5 5 4 4 2 4 4 4 41

115

40 4 4 4 4 4 4 4 4 4 4 40

41 4 4 4 4 4 4 4 4 4 4 40

42 5 4 4 4 4 5 5 4 4 5 44

43 5 4 4 4 4 5 5 4 4 5 44

44 4 4 4 4 3 4 3 3 3 4 36

45 4 4 4 4 3 4 3 3 3 4 36

46 4 4 4 4 4 3 3 4 4 3 37

47 5 5 5 5 5 5 5 5 2 5 47

48 5 4 3 3 4 5 4 4 4 5 41

49 4 4 4 4 5 5 2 5 4 5 42

50 4 4 4 4 4 4 4 4 3 4 39

51 4 4 4 4 4 3 4 4 4 3 38

52 5 5 5 5 5 5 5 5 5 5 50

53 5 5 4 4 5 4 5 5 5 4 46

54 3 4 5 5 4 4 4 4 5 4 42

55 4 4 5 5 5 4 2 5 4 4 42

56 4 4 4 4 4 4 2 4 4 4 38

57 5 4 4 4 5 4 4 5 4 4 43

58 4 5 4 4 4 4 4 4 4 4 41

59 5 4 5 5 5 3 2 5 3 3 40

60 4 4 4 4 4 4 2 4 4 4 38

61 4 5 5 5 3 4 2 3 3 4 38

62 4 5 5 5 4 4 2 4 4 4 41

63 5 5 5 5 5 5 5 5 5 5 50

64 5 5 4 4 5 4 5 5 5 4 46

65 3 4 5 5 4 4 4 4 5 4 42

66 4 4 5 5 5 4 2 5 4 4 42

67 3 4 4 4 3 3 2 3 2 3 31

68 4 4 4 4 4 4 2 4 4 4 38

69 4 4 4 4 5 4 3 5 4 4 41

70 4 4 4 4 4 3 4 4 4 3 38

116

Brand Image (X2)

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

2 4 4 4 4 4 22

3 4 4 4 5 4 24

4 4 4 4 4 4 24

3 4 4 4 5 4 24

4 4 4 4 4 4 24

4 4 4 4 4 4 24

3 2 4 4 4 4 21

3 3 3 3 3 3 18

1 3 2 2 3 2 13

4 4 3 4 4 4 23

4 4 4 4 4 4 24

5 5 5 5 5 5 30

5 4 5 5 5 5 29

4 3 3 3 4 3 20

2 4 4 4 5 4 23

2 3 3 3 3 3 17

3 4 4 4 4 4 23

5 5 5 5 4 5 29

2 4 4 4 4 4 22

3 4 4 4 3 4 22

3 4 4 4 3 4 22

3 4 4 4 4 4 23

5 5 5 5 5 5 30

4 4 4 5 4 5 26

2 4 2 4 5 4 21

3 4 4 4 5 4 24

3 3 2 4 5 4 21

5 5 5 5 5 5 30

3 5 5 5 5 5 28

2 4 4 4 4 4 22

2 4 4 4 4 4 22

3 4 3 4 4 4 22

2 4 4 4 4 4 22

4 4 4 5 5 5 27

4 4 4 4 4 4 24

2 3 4 5 5 5 24

2 4 4 4 4 4 22

2 4 4 4 3 4 21

2 4 4 4 4 4 22

117

40

41

42

43

44

45

46

47

48

49

50

51

52

53

54

55

56

57

58

59

60

61

62

63

64

65

66

67

68

69

70

4 4 4 4 4 4 24

4 4 4 4 4 4 24

5 5 5 5 4 5 29

5 5 5 5 4 5 29

3 4 4 4 3 4 22

3 4 4 4 3 4 22

3 4 4 4 4 4 23

5 5 5 5 5 5 30

4 4 4 5 4 5 26

2 4 2 4 5 4 21

4 4 3 4 4 4 23

4 4 4 4 4 4 24

5 5 5 5 5 5 30

5 4 5 5 5 5 29

4 3 3 3 4 3 20

2 4 4 4 5 4 23

2 4 4 4 4 4 22

4 4 4 5 5 5 27

4 4 4 4 4 4 24

2 3 4 5 5 5 24

2 4 4 4 4 4 22

2 4 4 4 3 4 21

2 4 4 4 4 4 22

5 5 5 5 5 5 30

5 4 5 5 5 5 29

4 3 3 3 4 3 20

2 4 4 4 5 4 23

2 3 3 3 3 3 17

2 4 4 4 4 4 22

3 4 4 4 5 4 24

4 4 4 4 4 4 24

118

Consumer Perception (X 3)

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

4 4 4 4 3 4 4 4 4 35

5 4 4 4 5 4 4 5 4 39

4 4 3 3 4 4 3 4 4 33

5 4 4 4 5 4 4 5 4 39

4 4 4 4 4 4 4 4 4 36

4 4 4 4 4 4 4 4 3 35

4 4 3 3 4 4 3 4 4 33

3 3 4 4 4 3 4 3 4 32

3 2 2 2 1 2 2 3 1 18

4 4 4 4 4 3 4 4 3 34

4 4 3 3 4 4 3 4 4 33

5 5 5 5 5 5 5 5 5 45

5 5 4 4 5 5 4 5 5 42

4 3 4 4 4 3 4 4 5 35

5 4 4 4 5 4 4 5 4 39

3 3 3 3 3 3 3 3 2 26

4 4 5 5 5 4 5 4 4 40

4 5 5 5 4 5 5 4 5 42

4 4 4 4 4 4 4 4 4 36

3 4 4 4 4 4 4 3 3 33

3 4 4 4 4 4 4 3 3 33

119

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

4 4 3 3 4 4 3 4 3 32

5 5 5 5 5 5 5 5 5 45

4 5 5 5 4 4 5 4 4 40

5 4 5 5 5 2 5 5 4 40

5 4 4 4 4 4 4 5 5 39

5 4 4 4 5 2 4 5 5 38

5 5 3 3 5 5 3 5 5 39

5 5 4 4 5 5 4 5 2 39

4 4 2 2 4 4 2 4 4 30

4 4 5 5 4 4 5 4 4 39

4 4 4 4 3 3 4 4 4 34

4 4 4 4 4 4 4 4 4 36

5 5 4 4 5 4 4 5 2 38

4 4 4 4 4 4 4 4 4 36

5 5 3 3 4 4 3 5 3 35

4 4 4 4 4 4 4 4 4 36

3 4 4 4 3 4 4 3 3 32

4 4 4 4 4 4 4 4 4 36

4 4 4 4 4 4 4 4 4 36

4 4 4 4 2 4 4 4 4 34

4 5 5 5 5 5 5 4 4 42

4 5 5 5 5 5 5 4 4 42

120

44

45

46

47

48

49

50

51

52

53

54

55

56

57

58

59

60

61

62

63

64

65

3 4 4 4 4 4 4 3 3 33

3 4 4 4 4 4 4 3 3 33

4 4 3 3 4 4 3 4 4 33

5 5 5 5 5 5 5 5 2 42

4 5 5 5 4 4 5 4 4 40

5 4 5 5 5 2 5 5 4 40

4 4 4 4 4 3 4 4 3 34

4 4 3 3 4 4 3 4 4 33

5 5 5 5 5 5 5 5 5 45

5 5 4 4 5 5 4 5 5 42

4 3 4 4 4 3 4 4 5 35

5 4 4 4 5 4 4 5 4 39

4 4 4 4 4 4 4 4 4 36

5 5 4 4 5 4 4 5 4 40

4 4 4 4 4 4 4 4 4 36

5 5 3 3 4 4 3 5 3 35

4 4 4 4 4 4 4 4 4 36

3 4 4 4 3 4 4 3 3 32

4 4 4 4 4 4 4 4 4 36

5 5 5 5 5 5 5 5 5 45

5 5 4 4 5 5 4 5 5 42

4 3 4 4 4 3 4 4 5 35

121

66

67

68

69

70

5 4 4 4 5 4 4 5 4 39

3 3 3 3 3 3 3 3 2 26

4 4 4 4 3 4 4 4 4 35

5 4 4 4 5 4 4 5 4 39

4 4 3 3 4 4 3 4 4 33

122

Purchasing Decisions (Y)

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

4 2 4 4 2 4 4 3 4 2 4 4 4 4 49

4 1 4 4 3 4 5 5 4 3 4 4 4 4 53

4 2 4 4 4 4 4 4 3 2 4 4 4 4 51

4 1 4 4 3 4 5 5 4 3 4 4 4 4 53

4 4 4 4 4 4 4 4 4 4 4 4 4 4 56

4 3 4 4 4 3 4 4 4 3 4 4 4 4 53

4 2 4 4 3 4 4 4 3 2 2 4 4 3 47

4 3 3 3 3 4 3 4 4 2 3 3 3 3 45

3 3 2 1 1 1 3 1 2 2 3 2 2 2 28

4 4 4 4 4 3 4 4 4 3 4 3 4 4 53

4 3 4 4 4 4 4 4 3 3 4 4 4 3 52

5 5 5 5 5 5 5 5 5 5 5 5 5 5 70

5 4 5 4 5 5 5 5 4 4 4 5 5 2 62

4 4 3 3 4 5 4 4 4 3 3 3 3 3 50

4 5 4 3 2 4 5 5 4 4 4 4 4 4 56

4 2 3 4 2 2 3 3 3 3 3 3 3 3 41

4 2 4 4 3 4 4 5 5 4 4 4 4 4 55

5 2 5 4 5 5 4 4 5 3 5 5 5 5 62

4 3 4 3 2 4 4 4 4 4 4 4 4 4 52

4 2 4 4 3 3 3 4 4 2 4 4 4 2 47

4 3 4 4 3 3 3 4 4 3 4 4 4 3 50

123

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

4 4 4 4 3 3 4 4 3 2 4 4 4 4 51

5 5 5 5 5 5 5 5 5 5 5 5 5 5 70

4 3 5 5 4 4 4 4 5 4 4 4 5 4 59

4 2 4 4 2 4 5 5 5 2 4 2 4 4 51

4 1 4 4 3 5 5 4 4 2 4 4 4 4 52

5 2 4 4 3 5 5 5 4 2 3 2 4 4 52

4 2 5 5 5 5 5 5 3 2 5 5 5 5 61

5 3 5 4 3 2 5 5 4 3 5 5 5 5 59

4 2 4 4 2 4 4 4 2 3 4 4 4 4 49

4 2 4 4 2 4 4 4 5 2 4 4 4 4 51

5 4 4 3 3 4 4 3 4 4 4 3 4 4 53

4 4 4 4 2 4 4 4 4 2 4 4 4 4 52

4 4 5 4 4 2 5 5 4 5 4 4 5 4 59

5 2 4 4 4 4 4 4 4 5 4 4 4 4 56

4 3 5 5 2 3 5 4 3 2 3 4 5 4 52

4 2 4 4 2 4 4 4 4 4 4 4 4 5 53

5 1 4 5 2 3 3 3 4 4 4 4 4 2 48

5 1 4 5 2 4 4 4 4 1 4 4 4 2 48

4 2 4 4 4 4 4 4 4 2 4 4 4 4 52

4 4 4 4 4 4 4 2 4 2 4 4 4 4 52

4 3 5 4 5 4 4 5 5 2 5 5 5 5 61

4 3 5 4 5 4 4 5 5 2 5 5 5 5 61

124

44

45

46

47

48

49

50

51

52

53

54

55

56

57

58

59

60

61

62

63

64

65

4 2 4 4 3 3 3 4 4 2 4 4 4 2 47

4 3 4 4 3 3 3 4 4 3 4 4 4 3 50

4 4 4 4 3 4 4 4 3 2 4 4 4 4 52

5 5 5 5 5 2 5 5 5 5 5 5 5 5 67

4 3 5 3 4 4 4 4 5 4 4 4 5 4 57

4 2 4 4 2 4 5 5 5 2 4 2 4 4 51

4 4 4 4 4 3 4 4 4 3 4 3 4 4 53

4 3 4 4 4 4 4 4 3 3 4 4 4 3 52

5 5 5 5 5 5 5 5 5 5 5 5 5 5 70

5 4 5 4 5 5 5 5 4 4 4 5 5 2 62

4 4 3 5 4 5 4 4 4 3 3 3 3 3 52

4 5 4 5 2 4 5 5 4 4 4 4 4 4 58

4 4 4 4 2 4 4 4 4 2 4 4 4 4 52

4 4 5 4 4 4 5 5 4 5 4 4 5 4 61

5 2 4 4 4 4 4 4 4 5 4 4 4 4 56

4 3 5 5 2 3 5 4 3 2 3 4 5 4 52

4 2 4 4 2 4 4 4 4 4 4 4 4 5 53

5 5 4 5 2 3 3 3 4 4 4 4 4 2 52

5 4 4 5 2 4 4 4 4 1 4 4 4 2 51

5 5 5 5 5 5 5 5 5 5 5 5 5 5 70

5 4 5 4 5 5 5 5 4 4 4 5 5 2 62

4 4 3 5 4 5 4 4 4 3 3 3 3 3 52

125

66

67

68

69

70

4 5 4 5 2 4 5 5 4 4 4 4 4 4 58

4 2 3 4 2 2 3 3 3 3 3 3 3 3 41

4 4 4 4 2 4 4 3 4 2 4 4 4 4 51

4 1 4 4 3 4 5 5 4 3 4 4 4 4 53

4 2 4 4 4 4 4 4 3 2 4 4 4 4 51

126

APPENDIX IV CELEBRITY ENDORSER

Case Processing Summary

N %

Cases Valid 70 100.0

Excludeda 0 .0

Total 70 100.0

a. Listwise deletion based on all variables in the

procedure.


Cronbach's Alpha N of Items

.846 10



Scale Mean if

Item Deleted

Scale Variance if

Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item

Deleted

CE_1 35.9429 18.721 .696 .821

CE_2 35.8571 20.443 .535 .836

CE_3 35.9857 19.290 .536 .833

CE_4 35.9857 19.290 .536 .833

CE_5 35.9000 18.932 .601 .827

CE_6 36.1143 18.885 .567 .830

CE_7 36.8286 17.043 .492 .849

CE_8 35.9000 18.932 .601 .827

CE_9 36.2571 18.310 .508 .837

CE_10 36.1286 18.838 .587 .828

127

BRAND IMAGE


N %


Excludeda 0 .0

Total 70 100.0


procedure.



.860 6



Scale Mean if

Item Deleted

Scale Variance if

Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item

Deleted

BI_1 20.4286 7.321 .564 .885

BI_2 19.7286 9.302 .665 .838

BI_3 19.7571 8.389 .724 .823

BI_4 19.5429 8.455 .872 .804

BI_5 19.5000 9.645 .465 .867

BI_6 19.5429 8.455 .872 .804

128

CUSTUMER PERCEPTION


N %


Excludeda 0 .0

Total 70 100.0


procedure.



.881 9



Scale Mean if

Item Deleted

Scale Variance if

Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item

Deleted

CP_1 32.2286 17.570 .647 .866

CP_2 32.2714 17.592 .698 .863

CP_3 32.4571 17.150 .693 .862

CP_4 32.4571 17.150 .693 .862

CP_5 32.2571 16.455 .728 .858

CP_6 32.4857 18.311 .444 .884

CP_7 32.4571 17.150 .693 .862

CP_8 32.2286 17.570 .647 .866

CP_9 32.5857 17.435 .472 .885

129


N %


Excludeda 0 .0

Total 70 100.0


procedure.



.866 14



Scale Mean if

Item Deleted

Scale Variance if

Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item

Deleted

DOB_1 49.6571 44.837 .517 .860

DOB_2 50.8429 41.816 .322 .876

DOB_3 49.7429 41.498 .787 .847

DOB_4 49.7857 44.026 .425 .862

DOB_5 50.6286 38.469 .609 .853

DOB_6 50.0571 42.837 .405 .864

DOB_7 49.7000 42.619 .592 .854

DOB_8 49.7286 41.186 .647 .851

DOB_9 49.9286 42.792 .543 .856

DOB_10 50.8286 40.347 .476 .862

DOB_11 49.9286 42.821 .661 .853

DOB_12 49.9571 41.607 .640 .851

DOB_13 49.7429 41.498 .787 .847

DOB_14 50.1714 42.289 .431 .862

130

APPENDIX V

TEST FOR NORMALITY

131

TEST HETEROKEDATISITAS

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