“an analysis of antecedent factors of attitudes towards...
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“AN ANALYSIS OF ANTECEDENT FACTORS OF ATTITUDES TOWARDS BRANDS
AND ITS EFFECT ON INTENTION TO BUY LUX, LIQUID SOAP PRODUCT”
(Case study in Semarang )
Niken Rosyida Rahma
Drs.Ec.Ibnu Widiyanto,MA,PhD
ABSTRACT
In these recent years, there has been competition between liquid soaps in Indonesia.
However, they compete in the market even though they are manufactured by the same company.
Lux is a beauty soap that made in 1924, and launched in 1954 in Indonesia. Yet, it tried to build
its images with liquid soap in 2006 and then, became a market leader in the next years. However,
Lux must provide advantages to the customers to stabilize its position.
The aim of this research is to analyze the influence of community effect, media usage,
attractiveness of advertisement, and brand ambassadors popularity on attitude, and also from
attitude towards the intention to buy Lux liquid soap product. This research involes 150 college
students, senior high school students, employees, and freelancers as its respondents and
accidental sampling method. The writer distributes questionnaire in order to collect all the data
and then analyzes employing double- regression linier analysis by SPSS software.
Analysis data result shows that research model design is related and can be proved. The
conclusion from this research related to community effect, media usage, attractiveness of
advertisement and brand ambassador`s popularity is those are having various positive effects and
significant on attitude. However, especially for media usage, the result is positive but it is not
significant. Therefore, the attitude is significant toward the intention to buy.
Key words : intention to buy, attitude, community effect , media usage,attractiveness of
advertisement and brand ambassadors popularity,Lux liquid soap.
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INTRODUCTION
In order to support a product in the market fierce competition, companies must
implement various efforts to build their products compete and gain large market share. The
strategy developed by this company is intended to influence attitudes of the customers.
Therefore, it influences the consumers to buy product offered. According to Hawkins,
Mothersbaugh, and Best (2006:282) ” information processing is a series of activities by the
which stimuli are perceived, transformed into information and store”.
Providing information to the customers is a major problem in promotion strategy in
order to provide a product known by the consumers. When information has been
disseminated, that information will transform into several elements that influence the
consumers to purchase the products and consume it. All the information dispersed to
consumers creates costumer‟s perception. Perception is a process that begins with
consumer‟s exposure and attention to marketing stimuli and ends with consumer‟s
interpretation. Perception will naturally create some elements that would be experienced by
the consumers (Hawkins, Mothersbaugh, and Best (2006:282).
From this perception, a product offered leads the consumers to believe its function
naturally (Kotler & Armstrong, 2008:176). A strong belief in products will affect
consumer‟s attitudes and encourage them to buy the product. Building a positive image in
consumer‟s mind through brand equity will be difficult because of having many competitors,
especially for identical. Products, such as consumers‟ goods, undergo the greater pressures
to consumer`s mind share, especially since they faced the consumers who constantly get
various offers from various old products and new products (Kartajaya ,2006: 558).
The consumer‟s knowledge is all the information which is held by the consumers
on a wide range of products as well as other information related to its function as a
consumer (Sumarwan,2003:119), ”Marketers need to verify what is already known by the
consumer, because this knowledge is the determinant key of consumer behaviour. What
things which consumers buy, where they buy, and when they buy depend on the knowledge
that is relevant to this decision. There are three general areas of the costumer‟s knowledges,
namely: product knowledge (product knowledge, knowledge of usage (usage knowledge),
knowledge of the price (Price knowledge)”.
Based on the background this research will discuss about the influence effect of of
community,media usage, attractiveness of advertisement and Brand ambassador popularity
toward attitude and attitude toward intention to buy.
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LITERATURE REVIEW
Attitude
Attitude is also known as the most specific concept and much needed in
contemporary social psychological. This attitude is also one of the most important concepts
used by the consumers(Setiadi :2003)
Definition put forward by All port implies that attitudes are learned tendency to
respond to an object either liked or disliked consistently. (Yulistiano and Suryandari Engel:
2003) divide attitudes into three components as follows:
a. Cognitive
Cognitive and knowledge are associated with the introduction of the object and
its attributes. When the consumer receives an ad to stimulate internal psychological
processes, it will work and associate with activated of senses.
b. Affective
Affective provides feedback about their feelings towards the object and its
attributes. The feelings will give the interpretation of an object or even in an
advertisement concerning to a product or brand and the part of it.
c. Conative
In co native one has an interest and action in behaviour. When this stage is to
work then the consumer has had a decision to vote.
Based on the theory, hypothesis development for the effect of attitude on
intention to buy is
H5: attitudes influences toward brand, the higher effect of attitudes toward brand makes
higher influences intention to buy.
Community Effect
Kotler and Armstrong (2006: 164), someone`s behaviour is more influenced by
the group. Groups that have a direct influence and a place where a person is a member
called membership groups. People often influenced by the references in which they do
not become the members. The group behaviour and lifestyle introduce something new to
the others and affect a person's attitudes and self-concept, and then creating some
pressure to assert the influence related to someone's choice of products and brands.
In a group, there is someone who will be opinion leader. An opinion leader is
someone who has a special skill, knowledge, personality or other characteristics that may
affect others members, and usually use marketing buzz to create an opinion leader to
discuss their products and brands.
Kotler and Armstrong (2006) who says that, “uses the power of a group of
references to create an opinion leader who can deliver a strong influence someone to
change an attitude or personality”. Therefore, the customers may have a desire to buy or
try the product by the presence of a person's group.
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In addition, a group references can also do a marketing buzz which drive the
members to buy the product. Beside marketing buzz, they also influence others by Word
– of – Mouth, and give a major impact to promote a product.
Based on the theory, hypothesis development for the effect of community on
attitude and intention to buy is
H1: the community effect influences attitudes toward brand; the higher effect of
community makes the higher influences attitudes related to the intention to buy.
Media Usage
Selection of advertising media is very important that the messages conveyed in
advertising can effectively reach the target and acceptable to consumers. Kotler (2000:
588), one among the various categories of media planners must consider the following
matters:
a) The media habits of target consumers, which saw demographic factors as well as
media coverage of the target consumer.
b) Product, brand specific products tailored to the need for a product demonstration or
just the audio, so it is reviewed whether a particular media can reach out and bring a
pretty good impact.
c) messages, the messages conveyed in the ad is whether in the form of a notice or
announcement of the medium of television can be used but contains a lot of technical
data it requires media newspapers or magazines.
d) The cost, cost considerations are essential to assess the effectiveness of advertising in
which a fee can achieve success.
Television is one of the effective advertising medium to deliver advertising
messages to potential consumers. It is also the most effective media to convey the
messages advertising products by positioning the ads in the sidelines of broadcast
television programs. The viewers will have more times to see the ads. The form of
television broadcasting depends on the various forms of broadcasting, whether it is part of
a syndicate, local network, cable or any other forms. The forms of television advertising
are: Sponsorship, participation, and announcements.
Television creates a strong effect to consume in terms of creating the flexibility by
combining audio-visual. Therefore, the ads can be packaged in an attractive form. The
advertisement of television media influence the consumer‟s attitudes and perceptions.
Therefore, many potential customers will spend more times sitting in front of the television
as one of the source of news and information.
Liriswati and Albari (2004) conduct a study on the analysis of the attitude related to
the interest of buying after seeing television as the advestising media. The results of the
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research are positive but many manufacturers should provide more motivations when the
message from an advertisement are delivered to the consumer.
Based on the theory, hypothesis of development realated to the effect of media usage
on attitude and intention to buy is
H2: media usage influences attitudes toward brand; the higher effect of media usage
makes the higher influences attitudes toward intention to buy.
Attractiveness of Advertisement
Basically, promotion or advertising are forms of non-personal presentation to
communicate ideas, products and services which are offered by manufacturers in order to
influence and create intention to buy in consumers (Dun & Barban, 1982:7).
Wells, Burnett, and Moriarty (1995: 270), by advertising, people will have lots of
pleasant or unpleasant to the product being advertised. Besides Wells, Burnett and
Moriarty (1995: 278) also said the ads were able to create the attraction which makes the
products that are advertised to be attractive to the consumers. They also said that the
message in an advertisement can affect the impression of knowledge and favourite of
person simultaneously. An ad has the following properties:
1. Public Presentation, it means that your ads will let everyone receives the same message
about the product being advertised.
2. Pervasiveness, it means that the same advertising message can be repeated to establish
the receipt of information.
3. Amplified expressiveness, it means that ads dramatize the company and its products
through the pictures and sounds to inspire and influence the feelings of the audience.
4. Impersonality, it means that the audience is not forced to pay attention and respond to it,
because it is a one-way communication.
Dwityanti (2008) has conducted a study on relationship attractiveness Buy
advertising on consumer interest towards Internet Banking Services products
independently. The results of this study note that the influence of advertising is to attract
consumers' purchasing priorities and foster consumer purchase and repeat purchase
consumer of these studies can be said advertisement`s appeal directly proportional to the
buying interest of consumers.
Based on the theory, hypothesis development for the effect of attractiveness
advertisement on attitude and intention to buy is
H3:attractiveness advertisement influences attitudes toward brand; the higher
effect of attractiveness advertisement makes the higher influences attitudes toward
intention to buy.
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Brand Ambassador`s Popularity
Shimp (2003:468), appeal does not mean the physically but also some attraction.
It can be more important if it includes a number of characteristics supports which can be
seen by the audience itself, those are: personality traits, lifestyle, athlete posture and so
on. General concept of attraction consists of three related ideas: equality (similarity),
recognition (familiarity), and like (liking).
Namely, proponents are considered to be attractive by the audience if they could
share a sense of similarity or familiarity with it or even if they just liked the support,
regardless of whether the two are similar in every respect. By selecting the artists as the
speakers, advertising executives evaluate the different aspects that can be incorporated
under the general designation of attraction. The attraction includes friendliness, fun,
physical, and work as some of the important dimensions of the concept of magnetism.
Idiyanti (2010) has conducted a study on the effects of the use of Celebrity
endorsement Ad Lux Soap Consumer perception. The results of this study note that the
usage of endorsement artists has positive and significant impact on consumer perceptions
of advertising Lux soap.
Based on the theory, hypothesis development for the effect of brand ambassador`s
popularity on attitude and intention to buy is
H4: Brand ambassador‟s popularity influences attitudes toward brand, higher effect of
brand ambassadors popularity makes higher influences attitudes toward intention to buy.
Intention To Buy
Intention to buy is part of the component of behaviour which influenced by
attitudes. According to Kinnear and Taylor (1995: 306), intention to buy is the tendency
stage of respondents to act before deciding to buy which is really implemented. Intention
to buy (willingness to buy) can be defined as probability if the buyer is intended to
purchase the product (Doods, Monroe and Grewal, (1991). A product is said as have been
consumed if the customers have deciced to buy the products. The decision to purchase is
influenced by the product being evaluated. When the perceived benefits outweigh the
sacrifices to get it, then drive to afford the higher. Conversely, if the benefit is smaller
than the sacrifice, then the buyer will refuse to buy and generally switch to evaluate other
similar products.
Dwityanti (2008), the consumers‟ buying behaviour is often preceded and
influenced by many stimuli (stimuli) from the outside; both are in the form of marketing
stimuli and stimuli from the environment. Stimulation is then processed in accordance
with his personal characteristics, before finally the decision to purchase is
taken. Characteristics personal of the consumers which are used to process these stimuli
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are very complex, and one of them motivate consumer to buy. According to Keller (1998),
consumer interest is how likely consumers buy a brand or how likely consumers switch
from one brand to another brand. While Mittal (1999) found that the function of the
interest of the consumer interest is a function of quality of products and quality of
service.Ferdinand (2002: 129), in Dwityanti (2008) buying interest can be identified
through the following indicators:
1. Transactional interest, namely the tendency for someone to buy the product.
2. Referential interest, namely a person's tendency to refer the product to others.
3. Preferential interest, the interest that describes the behaviour of someone who has a major
preference on these products. This preference can only change if anything happens to the
product of preference.
4. Ask explorative, this interest can be described as the behaviour of someone which is always
looking for information about products of interest and seek information to support the
positive qualities of the product.
Figure 1
Theoretical model
Hypothesis
H1: the community effect influences attitudes toward brand; the higher effect of community
makes the higher influences attitudes toward brand.
H2: media usage influences attitudes toward brand; the higher effect of media usage makes
higher influences attitudes toward intention to buy.
H3: attractiveness advertisement influences attitudes toward brand; the higher
effect of attractiveness advertisement makes the higher influences attitudes toward intention
to buy.
Community Effect
(X1)
Media Usage(X2)
Attractiveness of
Advertisement (X3)
Brand Ambassadors
popularity (X4)
Attitude (Y1) Intention To Buy
(Y2)
H1
H2
H3
H4
H5
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H4: Brand ambassador‟s popularity influences attitudes toward brand; the higher effect of
brand ambassadors‟ popularity makes the higher influence attitudes toward intention to buy.
H5: attitudes influences toward brand; the higher effect of attitudes toward brand makes the
higher influences intention to buy.
RESEARCH DESIGN AND METHODOLOGY
Research`s Variable :
1. Attitude (Y1)
Attitude is a mental and neural connection with the readiness to respond which is organized
through experience and have a direct influence on behaviour and or dynamic. Indicators`s
instrumental :
- Consumers have knowledge about the product
- Consumers have a respond about their feelings toward the brands.
- Consumers have an interest about the product and brands. And it means the
consumers have an intention to buy
2. Intention to buy (Y2)
Intention to buy is the tendency stage of respondents to act before decide to buy. Indicators`s
instrumental :
- Consumers always look for the information about the product
- Consumers want the product than the others.
- Consumers want to buy the products
3. Community effect
Community is two or more individuals who share a set of norms, values, or beliefs and have
a certain implicitly or explicitly defined relationships to one another that their behaviour is
Interdependent. Indicators instrumental :
- Other members give information about the products to the others through their
experience or demo product.
- They can control the group‟s member about the decision. Therefore, the other
members will follow.
- It influences member`s lifestyle, such as: norms, value, ethnics, etc
4. Media Usage
Advertising media influences consumer attitudes and perceptions where many potential
customers will spend more times sitting in front of the television as one of the source of news
and information. Indicators instrumental :
- Publication via electronic media, such as television, radio, etc
- Publications via magazines, newspaper, pamphlet, etc
- Advertisement in outdoor space, for instances, Baliho, Public Transportation,etc
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5. Attractiveness of advertisement
Basically, promotion or advertising is forms of non-personal presentation to communicate
ideas, products and services which are offered by manifactures in order to influence and
create the customer‟s intention to buy. Indicators instrumental:
- People who see the advertisement are being attracted.
- People like to see the advertisement because of the artists‟s endorsement
- People like the message`s context.
6. Brand ambassadors popularity
physically but also some attraction .It can be important if includes a number of characteristics
support, that can be seen by the audience itself, they are; personality traits, lifestyle, athlete
posture and so on. Indicators instrument :
- It is about the ambassador`s appeal.
- The brand ambassadors are famous peopleTherefore, the people will recognize them.
- Ambassador‟ charm is important in order to make the people follow their life style.
Populations and Sample
The population is not only human but also others objects. It is not only object or
subject that learned but also all of the characteristics that they have. The population in this
study is the consumers who have ever used or tried Lux liquid soap.
Sample is a part of population research. It is also a part of population which take have to
be analized. Sampling method is applied by draw on a purposive sampling. Purposive
sampling is a sampling technique which the objects should match with the criteria that have
been decided (Sugiyono: 2001).
Sample criteria in this research are everyone who has ever tried and used Lux liquid soap
product.
Sample in this research are 150 respondents and they are consist of men and women,
with range of age around 17- 23 years old.
RESULT AND DISCUSSION
Analysis Descriptive
This part will discuss about the respondents‟ answer toward all measurement
concepts. From all respondents‟s answer, can be got it a preferences from all answers.
The score in this research is 1, for minimum, and 10, for maximum, so the respondent
answers index calculation can be done with x this formula =
Index value = (( % F1 x 1) + (%F2 x 2) + (% F3 x 3) + (%F 4 x 4 ) +
( %F5x5 ) + ( % F6 x 6) + (% F 7 x 7) + ( % F8 x 8 ) + (% F9 x 9) + (%F 10 x 10)) / 10
10
Where,
F1 is respondents‟ frequency who have answered 1
F2 is respondents‟ frequency who have answered 2
(and soon until F10 who have answered 10 from score which is used in the
question list).
Instruments Test
Validity Test
The ccorrelations are bigger than r value table. Therefore, it means that the questionnaire is
valid.
Table 1
Validity test
no Indicators Correlations r table explanation
1 Community Effect
Informational influence 0,893 0,198 Valid
Utilitarian influence 0.915 0,198 Valid
Value expression 0,823 0,198 Valid
2 Media usage
EM 0,800 0,198 Valid
PM 0,875 0,198 Valid
OPM 0,828 0,198 Valid
3 Attractiveness of
advertisement
Attractive 0,852 0,198 Valid
CEI 0,796 0,198 Valid
MI 0,806 0,198 Valid
4 Brand ambassadors
popularity
Credibility 0,798 0,198 Valid
Famous 0,825 0,198 Valid
CE characteristic 0,860 0,198 Valid
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5 Attitude
Cognitive 0,875 0,198 Valid
Affective 0,948 0,198 Valid
connative 0,929 0,198 Valid
6 Intention to buy
explorative 0,907 0,198 Valid
Preferential 0,936 0,198 Valid
Transactional 0,949 0,198 Valid
Source : primary data calculation ( 2012)
Reliability Test
A questionnaire is reliable if someone‟s answer is consistent towards the question from time to
times (Ghozali: 2006). The reliability test employs cronbach alpha.
Table 2
Reliability Test
No Variable Alpha Explanation
1 Community effect 0,846 Reliable
2 Media usage 0,780 Reliable
3 Attractiveness of
advertisement
0,745 Reliable
4 Brand ambassador „s
popularity
0,769 Reliable
5 Attitude 0,908 Reliable
6 Intention to buy 0,924 Reliable
Source : primary data calculation ( 2012)
Regression Analysis
Based on multiple regressions among community effect, media usage, attractiveness of
advertisement, and brand ambassador popularity on attitude.
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Table 3
The First Equation of Regression Model Test
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) .046 2.078 .022 .982
community effect .529 .074 .490 7.171 .000
media usage .036 .095 .026 .384 .702
attractiveness of
advertisement
.203 .106 .153 1.917 .057
brand ambassador
popularity
.270 .106 .195 2.551 .012
a. Dependent Variable: attitude
From table 3, I can create the equation multiple regression :
Attitude = 0,490 media usage + 0,026 media usage + 0,1593
attractiveness of advertisement + 0,195 brand ambassador popularity.
Resume of calculate second equation
Table 4
The Second Equation of Regression Model Test
Coefficientsa
Model
Nonstandard
Coefficients
Standardiz
ed
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 14.093 .326 43.194 .000
Standardized
Predicted Value
4.616 .327 .757 14.101 .000
a. Dependent Variable: intention to buy
a. Dependent Variable: intention to buy
From table 4., I can arrange the equation multiple regression linier:
Intention to buy = 0,757 attitude
from the regression test I can explain :
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1. The community effect (X1) has a positive influence on attitude with coefficients
value 0,490. If the community effect has some good effect, it will also affect the
attitude toward a brand.
2. Media usage (X2) has a positive influence on attitude with coefficient value
0,026. If the media usage‟s effect is better, the attitude toward a brand is also
better.
3. Attractiveness of advertisement (X3) has a positive influence on attitude with
coefficient value 0,150. If the attractiveness of advertisement is better, the
attitude toward a brand is also better.
4. Brand ambassador`s popularity variable (X4) has a positive influence on
attitude with coefficient 0,195. If the brand ambassador‟s popularity is better,
the attitude toward a brand is also better.
5. Attitude variable (Y1) has a positive influence related to the intention to buy
with coefficient value 0,757. If the attitude is better, the intention to buy is also
better.
Normality Data Test
Normalities test are applied to the test which are done in the regression model because the
residual has a normal distribution. Regression model is said as a good model, when the data
distribution is normal.
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Classic Assumption Test
Multi co-linearity test
This test is applied to observe the regression model‟s correlation to independent variables
(independent). Regression model should not have happened with a good correlation to the
independent variables. The values which is commonly used to indicate the presence of
multicollinearity are tolerance values ≤ 0.10 or equal to the value of VIF ≥ 10 (Ghozali, 2007:
96).
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Table 5
The First Equation of Multi-colinearity Test
Coefficientsa
Model
Nonstandard
Coefficients
Standardize
d
Coefficients
t Sig.
Co-linearity
Statistics
B Std. Error Beta
Toleranc
e VIF
1 (Constant) .046 2.078 .022 .982
community effect .529 .074 .490 7.171 .000 .754 1.327
media usage .036 .095 .026 .384 .702 .785 1.274
attractiveness of
advertisement
.203 .106 .153 1.917 .057 .551 1.815
brand ambassador’s
popularity
.270 .106 .195 2.551 .012 .604 1.656
a. Dependent Variable: attitude
Table 6
The Second Equation of Multicolinearity Test
Coefficientsa
Model
Nonstandard
Coefficients
Standardize
d
Coefficients
t Sig.
Co-linearity
Statistics
B Std. Error Beta
Toleranc
e VIF
1 (Constant) 14.093 .326 43.194 .000
Standardized
Predicted Value
4.616 .327 .757 14.101 .000 1.000 1.000
a. Dependent Variable: intention to buy
Based on the table, there are no multico-linearities or a perfect correlation
between the independent variables. The community effect, media usage, attractiveness of
advertisement, and brand ambassador‟s popularity have VIF value < 10 and the
TOLERANCE value > 0,1.
Heterokedastisitas Test
Heteroskedastisitas test is applied to observe the different variations from one residual to
others residual happened in the regression model by monitoring others. (Gozali : 2006). If one of
the variations from one residue or from one monitoring to other monitoring is stable, it is called
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homokedastisitas. In contrary, if the variations are different those are called as heterokesdesitas.
A good regression model is Homokesdesitas. ( Gozali : 2006). One way to distinguish a
heterodesitas is to observe graphic plot between prediction value from dependent variable, which
is ZPRED and observes the residue value by employing SRESID.
Based on the picture above, it can be identified that there is none of them has a clear form
and it spreads on the top and below of zero. Therefore, Heterokedasitas cannot be found.
F Test
In order to observe the influence of independent variables stimultant towards
dependent variable, F test is applied by comparing F calculation and F table.
Table 7
The First Equation of F Test
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 2682.907 4 670.727 34.653 .000a
Residual 2806.586 145 19.356
Total 5489.493 149
a. Predictors: (Constant), brand ambassador popularity, community effect, media usage,
attractiveness of advertisement
b. Dependent Variable: attitude
We can see from the data described above that F value is 34.653 with signification is
0,000. The signification value is less than 0,05. Therefore, it means that variable of
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attitude can be explained significantly by community effect, media usage, attractiveness
of advertisement, and brand ambassador`s popularity.
Table 8
The Second Equation of F Test
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 3175.265 1 3175.265 198.838 .000a
Residual 2363.428 148 15.969
Total 5538.693 149
a. Predictors: (Constant), Standardized Predicted Value
b. Dependent Variable: intention to buy
We can see from the data described above that F value is about 198.838 with
signification is 0,000. The signification value is less than 0,05 and it means that the
intention to buy variable can be explained significantly by attitude.
Goodness Model Test (R2)
Determination coefficients are symbols about influence of the amount of independent
variables towards dependent variables. Determination coefficient value is illustrated with R2 to
adjust the value. Adjusted value in this research is 0,472. It means that 47,2% of attitude can be
explained by community effect, media usage, attractiveness of advertisement, and brand
ambassador`s popularity. And the rest of the total amount which is 52,8 % is influenced by other
variables
.
Table. 4.9
The First Equation of Determination Coefficient
Model Summaryb
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .699a .489 .475 4.400
a. Predictors: (Constant), brand ambassador popularity, community
effect, media usage, attractiveness of advertisement
b. Dependent Variable: attitude
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Table. 10
The Second Equation of Determination Coefficient
Model Summaryb
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .757a .573 .570 3.996
a. Predictors: (Constant), Standardized Predicted Value
b. Dependent Variable: intention to buy
Adjusted value in table 4.19 is 0,570. Therefore, it means that 57% of the total value
of intention to buy can be explained by attitude. And the rest 53 %of the total value is
influenced by other variables.
Discussion
The result of this research is all hypotheses can be accepted. The result test shows
that community effect, media usage, attractiveness of advertisement, and brand
ambassador`s popularity in Lux liquid soap product are the factors which influences the
attitude towards brand. In the other hand, the attitude towards brand influences the
intention to buy.
This research also explains that community effect, media usage, attractiveness of
advertisement, and brand ambassador`s popularity justify the total amount of attitude
variable which is 47,2%. And the rest of total amount which is 52,8 % is influenced by
other variables in which all of them do not include in this research.
Furthermore, in the other hand, this research also explains that the attitude
explicates that the total amount of the intention to buy variable is about 57%. And the rest
of total amount which is 53 % is influenced by others variables in which all of them do
not include in this research.
Community effect variable have a positive influence towards attitude with
coefficient value which is about 0,490. It means that community effect is an important
inference related to the attitude towards brand. If community effect is better, the attitude
towards a brand will also be better.
At the second hypothesis test, media usage has a positive influence towards
attitude with coefficient value is about 0,026. It means that the media usage has
influenced the attitude. It can be illustrated by using various medias to create the
advertisement. If the media usage‟s effect is better, the attitude towards a brand will also
be better.
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The third hypothesis test describes that attractiveness of advertisement has a
positive influence towards attitude with coefficient value is about 0,150. It can be
illustrated with the attractiveness in the advertisement working with good artists‟
endorser and interesting advertisement. If the attractiveness of advertisement is better, the
attitude towards a brand will also be better.
The fourth hypothesis test describes that brand ambassador`s popularity variable
has a positive influence towards the attitude with coefficient is about 0,195. It can be
illustrated with many famous brand ambassadors with their characteristic and charms. If
the brand ambassador‟s popularity is better, the attitude towards a brand will also be
better.
The fifth hypothesis test describes that the attitude variable has a positive
influence towards intention to buy with coefficient value is about 0,757. It means that the
attitude toward brands influences the intention to buy on Lux liquid soap product.
CONCLUSION
Based on analysis explained in this research, I would like to give conclusion as stated
below:
1. Among all variables of the community effect, the attitude towards brands and the
intention to buy have a coefficient regression.Community effect variable has a positive
influence on attitude with coefficients value is about 0,490. Therefore the attitude also
has a positive influence towards the intention to buy with coefficient value is about
0,757. If the community effect variable has a good effect, the attitude towads brands
and the intention to buy also will have good effects.
2. It is also happened on media usage. It has a positive influence towards attitude and
intention to buy,Media usage variable have positive influence on attitude with
coefficient value 0,026. And attitude toward brand have positive influence toward
intention to buy, with coefficient value 0,757. If media usage effect is better, so do
attitude toward brand.
3. In attractiveness of advertisement variable also show a positive influence on attitude
and intention to buy,with coefficient value 0,150, and attitude have positive influence
toward intention to buy with coefficient value 0,757.If attractiveness of advertisement
better, so do attitude toward brand and intention to buy.
4. Brand ambassador`s popularity variable has a positive influence towards attitude with
coefficient is about 0,195. And the attitude has a positive influence towards intention to
buy with coefficient value is about 0,757. If brand ambassador‟s popularity is better,
the attitude towards brand and the intention to buy is.
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5. Community effect has a positive influence towards attitude because t calculates the
value which is about 7.171 with the probability is around 0,000. With significant value
is about 5% and the probability value is less than 0,05, it means that H1 is accepted
because Ha is accepted and Ho is rejected. The result of coefficient regression is
positive and it is significant towards attitude. Therefore, it can be concluded that the
community effect influences the attitude.
6. Media usage has a negative influence towards attitude with t calculation value is about
0,384 and the probability is about 0,702. With significant value is about 5% and the
probability value is more than 0,05, it means that H2 is rejected because Ha is rejected
and Ho is accepted. The result of coefficient regression is positive but it is not
significant towards attitude. Therefore, it can be concluded that the media usage does
not influence the attitude.
7. Attractiveness of advertisement has a negative influence towards attitude with t
calculation value is about 1.917 and the probability is around 0,057. With significant
value is about 5% and the probability value is more than 0,05, it means Ha rejected and
Ho accepted. So H3 accepted. The result of coefficient regression is positive and it is
significant towards attitude. Therefore, it can conclude that the attractiveness if
advertisement influences the attitude.
8. Brand ambassador`s popularity has a positive influence towards attitude with t
calculation is 2.551 and the probability is around 0,012. With significant value is about
5% and the probability value is less than 0,05, it means that H4 is accepted because Ha
accepted and Ho rejected. The result of coefficient regression is positive and it is
significant towards attitude. Therefore, it can be concluded that brand ambassador‟s
popularity influences the attitude.
9. The attitude has a positive influence towards the intention to buy with t calculation is
about 14.101 and the probability is around 0,000. With significant value is 5% and the
probability value is less than 0,05, it means H5 is accepted because Ha is accepted and
Ho is rejected. The result of coefficient regression is positive and it is significant
towards attitude. Therefore, it can be concluded that the attitude influences the
intention to buy.
SUGGESTION
Based on the research that has done, I would like to give the suggestions toward the
reader so that it can be useful as follows:
1. The research of the regression test community effect has the highest score. Therefore, the
company should improve the social groups in the community in order to raise the intention to
buy.
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2. Because the community effect is followed by the brand ambassadors‟ popularity, the
company should decide the best artist as the representative of the brand itself to raise the
intention to buy.
3. The respondents are not only Diponegoro University students. Therefore, it can represent the
society‟s attitude towards Lux liquid soap product in general.
4. Related to data collection, it would be better if we gather the data needed by employing many
ways, for instances, by giving the questionnaire or even direct interview. Therefore, we can
get more data that we need.
5. Especially for Lux liquid soap product, it would be better if it shows the tag line or some
adding information about their new products or variations. Therefore, it can attract the
consumers‟ interest.
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