the influence of brand extension toward purchase intention

The Influence of Brand Extension toward Purchase

Intention for Beauty Products

(“A Study Case of Pond’s in Jakarta”)

By

Grace Yulia Christina

ID No. 014201300213

A Skripsi presented to the

Faculty of Business President University

in partial fulfillment of the requirements for

Bachelor Degree in Management

December 2016

iv

ABSTRACT

The objective of this research is to analyze the influence of brand extension

toward purchase intention for Pond’s beauty products. Quantitative approach is

used in this research. Quantitative approach includes validity and reliability test,

weighted mean, the classic assumption test and multiple regression analysis to test

the hypothesis through T-test, F-test and coefficient of determination (R²). The

research is focused on consumer of Pond’s in Jakarta who currently using or ever

used Pond’s face wash and never use Pond’s beauty products. In this research,

data were collected through questionnaire to 125 respondents and additional 30

respondents for the pre-test using purposive sampling method. The result of the

analysis found that from the four dimensions of brand extension, perceived risk,

consumer perception fit, and consumer innovativeness has partial significant

influence toward purchase intention, but reputation has no partial significant

influence toward purchase intention. Then, through the F test, it can be concluded

that there is simultaneous significant influence of perceived risk, consumer

perception fit, reputation and consumer innovativeness toward purchase intention.

Keywords: Perceived Risk, Consumer Perception Fit, Reputation, Consumer

Innovativeness, Purchase Intention.

v

ACKNOWLEDGEMENT

The first and foremost, i would like to thank the Lord and Savior, Jesus Christ,

because of His love, i can finish this thesis on time. After three years of learning

at President University, now I've completed my undergraduate thesis and then

ready to graduate from President University. Time goes so fast. Through this

opportunity, i would like to express my sincere thanks to:

1. My parents, mommy and daddy for the support that never stops and i

couldn’t find any words than thank you so much for both of you. I’m so

glad to have both parents and best friends like you. Thank you so much for

everything.

2. My brother, thank you for your love and support during my thesis period.

3. My big families, thank you for always strengthen and convince me that i

can do it.

4. My thesis advisers, Mrs. Etty Susilowati and Mr. Purwanto. Thank you for

your guidance, patience, and kindness to help me to finish my thesis and

thanks for being my thesis advisor.

5. All respondents in Jakarta, thanks a lot for spending your time to fill the

questionnaire.

6. Mr. Orlando Santos, thank you so much for helping me to analyze the

result of my calculation. Thanks for your time and kindness.

7. Thank you for Della Effendie, Valien Purnama, Yenny Rahmawati, Bobby

Eka Putra, Rendy Dwi Halim, and Andre Herwin for always be there for

me and struggling with me for the past three years together in President

University. Thanks for always being my best friend in my ups and downs.

8. Thank you for Natalia Setiawan for being my two years roommate,

Tiffany Valerina for being my friends since the first day in PU.

9. My matriculation friends Wijaya and Tara Lorenzia

10. Thank you for IB, Accounting, IE, BA, IR, Marketing, and BF friends that

i can’t mentioned one by one. Thanks to fill my days for three years in PU.

vi

TABLE OF CONTENTS

PANEL OF EXAMINERS APPROVAL SHEET ........................................... i

THESIS ADVISER RECOMMENDATION LETTER .................................. ii

DECLARATION OF ORIGINALITY ............................................................ iii

ABSTRACT ..................................................................................................... iv

ACKNOWLEDGEMENT ............................................................................... v

TABLE OF CONTENTS ................................................................................. vi

LIST OF TABLES ........................................................................................... ix

LIST OF FIGURES ......................................................................................... x

CHAPTER I INTRODUCTION

1.1 Background .......................................................................................... 1

1.1.1 Topic of the Study ....................................................................... 1

1.1.2 Need of the Study ........................................................................ 5

1.1.3 Problem Identification ................................................................. 5

1.1.4 Research Questions ..................................................................... 6

1.1.5 Research Objectives .................................................................... 6

1.2 Significance of Study ........................................................................... 7

1.3 Scope and Limitations .......................................................................... 7

1.4 Organization of the Thesis ................................................................... 8

CHAPTER II LITERATURE REVIEW

2.1 Introduction ................................................................................................ 9

2.2 Dependent Variable .................................................................................... 9

2.2.1 Purchase Intention ....................................................................... 9

2.3 Independent Variable ................................................................................. 9

2.3.1 Brand Extension .......................................................................... 9

2.3.2 Perceived Risk ............................................................................. 10

2.3.3 Consumer Perception Fit ............................................................. 10

2.3.4 Reputation ................................................................................... 11

vii

2.3.5 Consumer Innovativeness ........................................................... 11

2.4 Research Gap ............................................................................................. 11

CHAPTER III METHODS

3.1 Introduction ................................................................................................ 13

3.2 Theoretical Framework .............................................................................. 13

3.3 Hypothesis .................................................................................................. 14

3.4 Operational Definitions of Variables ......................................................... 15

3.5 Instrument .................................................................................................. 16

3.5.1 Primary Data ............................................................................... 17

3.5.2 Secondary Data ........................................................................... 18

3.5.3 Questionnaire .............................................................................. 18

3.6 Sampling .................................................................................................... 21

3.6.1 Population ................................................................................... 22

3.6.2 Data Collection Method .............................................................. 22

3.6.3 Data Analysis .............................................................................. 23

3.6.4 Instrument Test............................................................................ 23

3.6.4.1Validity Test .................................................................. 23

3.6.4.2Reliability Test .............................................................. 25

3.6.5 Classical Assumption Testing ................................................................. 26

3.6.5.1Normality Test .......................................................................... 23

3.6.5.1Multicollinearity Test ................................................................ 23

3.6.5.1Heteroscedastcity Test .............................................................. 23

3.6.6 Testing of Hypothesis ............................................................................. 26

3.6.6.1T-Test ........................................................................................ 23

3.6.6.2F-Test ........................................................................................ 23

3.6.6.3Coefficient of Correlation and Determination .......................... 23

CHAPTER IV RESULT AND DISCUSSION

4.1 Descriptive Analysis .................................................................................. 28

4.1.1 Data Analysis .............................................................................. 28

4.1.2 Validity Test ................................................................................ 28

4.1.3 Reliability Test ............................................................................ 30

viii

4.1.4 Demographic Profile ................................................................... 32

4.2 Inferential Analysis .................................................................................... 40

4.2.1 Descriptive Analysis ................................................................... 40

4.2.2 Classical Assumption Testing ..................................................... 40

4.2.2.1 Normality Test ............................................................. 40

4.2.2.2 Multicollinearity Test ................................................... 42

4.2.2.3 Heteroscedastcity Test ................................................. 43

4.2.3 Testing of Hypothesis ................................................................. 43

4.2.3.1 T-Test ........................................................................... 43

4.2.3.2 F-test ............................................................................. 46

4.2.3.3Coefficient Correlation and Determination ................... 47

4.3 Interpretation of Results ............................................................................. 47

CHAPTER V CONCLUSION AND RECOMMENDATION

5.1 Hypothesis Answer .................................................................................... 51

5.2 Future Recommendation ............................................................................ 51

REFFERENCES .............................................................................................. 53

APPENDIX 1 – R-Table .................................................................................. 56

APPENDIX 2–T-Table .................................................................................... 58

APPENDIX 3 – F-Table .................................................................................. 61

APPENDIX 4 – Questionnaire ........................................................................ 63

APPENDIX 5 – Raw Data ............................................................................... 71

ix

LIST OF TABLES

Table 1.1: Percentage of Pond’s in Top Brand Award .................................... 3

Table 1.2: Percentage of Wardah in Top Brand Award ................................... 4

Table 1.3: Percentage of Garnier in Top Brand Award ................................... 4

Table 3.1: Interpretation of Correlation Scale.................................................. 24

Table 3.2: Cronbach’s Alpha Scale Interpretation ........................................... 25

Table 4.1: Validity Test.................................................................................... 29

Table 4.2: Cronbach’s Alpha of Perceived Risk .............................................. 30

Table 4.3: Cronbach’s Alpha of Consumer Perception Fit .............................. 30

Table 4.4: Cronbach’s Alpha of Reputation .................................................... 31

Table 4.5: Cronbach’s Alpha of Consumer Innovativeness ............................. 31

Table 4.6: Cronbach’s Alpha of Purchase Intention ........................................ 32

Table 4.7: Gender ............................................................................................. 33

Table 4.8: Age .................................................................................................. 34

Table 4.9: Education ........................................................................................ 35

Table 4.10: Occupation .................................................................................... 36

Table 4.11: Domicile ........................................................................................ 38

Table 4.12: Monthly Income ............................................................................ 39

Table 4.13: Descriptive Statistics ..................................................................... 40

Table 4.14: Multicollinearity Test: Coefficient ............................................... 42

Table 4.15:T-Test: Coefficient ......................................................................... 44

Table 4.16: F-Test: ANOVA............................................................................ 46

Table 4.17: Multiple Regression Analysis: Coefficient ................................... 47

x

LIST OF FIGURE

Figure 3.1: Theoretical Framework.................................................................. 13

Figure 3.2: Data Collection Method................................................................. 17

Figure 3.3: Validity Test Formula .................................................................... 24

Figure 4.1: Gender ........................................................................................... 32

Figure 4.2: Age ................................................................................................ 33

Figure 4.3: Education ....................................................................................... 35

Figure 4.4: Occupation ..................................................................................... 36

Figure 4.5: Domicile ........................................................................................ 37

Figure 4.6: Monthly Income ............................................................................ 39

Figure 4.7: Normality Test: Histogram ............................................................ 41

Figure 4.8: Normality Test: P-Plot ................................................................... 41

Figure 4.9: Heteroscedastcity Test: Scatterplot Graph .................................... 43

1

CHAPTER I

INTRODUCTION

1.1 Background

1.1.1 Topic of the Study

In globalization era, the business industry looks more advanced, it was due to the

influx of global effects that give a major influence on business development in the

world, Proven by increasing number of product types and brands that appear on

the market. All businesses in this era utilize advances in technology because

technology can simplify business processes that run as improve product quality,

create new innovations, or release new product. It is useful to meet consumer

needs and desires those are very dynamic and encourage consumers purchase

intention for product or service, but it can also be pushing a stricter level of

competition between companies. Many companies strive to be able to continue to

survive and trying to attract consumer and beat its competitors in many ways.

Companies should create something that might not be owned by other competitors

which is brand. Brand is a unique design, sign, symbol, words, or a combination

of these, employed in creating an image that identifies a product and differentiates

it from competitors. Brands can explain information to consumers such as the

quality of products or services.

According to Franchiseglobal (2015), growing business in Indonesia is beauty and

skincare businesses. Big companies in Indonesia are competing to create products

with brand that can be recognized easily and based on Euromonitor International’s

surveyin 2015, the value of Indonesia’s cosmetics export reached approximately

11 trillion rupiah. Euromonitor stated that developing countries contribute 51%

for global beauty industry, including Indonesia which has dynamic market in

Southeast Asia and in 2019 Indonesia estimated will be the major growth markets

for beauty industry. Companies compete to increase its sales, making its brand

popular for its consumers, and enhance purchase intention. Many strategies can be

done to achieve those goals, for example by doing brand extension. This strategy

also implemented by PT. Unilever Indonesia Tbk.

2

The brand extension strategy which is done by PT. Unilever Indonesia Tbk is a

strategy to introduce new product in different product category by using parent

brand that has first entered the market to boost sales by using parent brand

popularity. This strategy can be used to assist product marketing so that

consumers don’t feel unfamiliar with the new products appeared in the market.

Brand extension’s advantage is reducingmarketing cost, because capitalizing

brand strength that’s currently owned and require short time than building a new

brand.

In brand extension strategy, there are some factors that affect its success, namely

perceived risk, consumer perception fit, and consumer innovativeness. According

to previous research that has been done by Rahmadhany (2011), consumer

perception fit toward brand extension of a product with high similarity of category

with its parent brand have opportunities that are more easily accepted by the

consumer. In additionparent brand’s reputation also took part in the success of

brand extension strategy. Perceived risk about brand extension category and

consumer innovativeness also playsimportant roles in that success.

Schiffman & Kanuk (2004) also support this strategy which says that consumers

have better memory of the information they receive about new product if the

product carries the well-known brand. It can minimize the risk of failure of new

product. Implementation on strategy that’s runed by PT. Unilever Indonesia Tbk

makes them successfully mastered almost the entire category of products in the

market. PT. Unilever Indonesia Tbk. did brand extension strategy on Pond’s.

PT. Unilever Indonesia is a multinational company that produces products to

fulfill consumer needs, such as food, drink, cleanser, and body treatments.

Unilever excels with its flagship brands in a series of top brand that are favored in

the world like, Pepsodent, Pond’s, Lifebuoy, Dove, Clear, Rexona, Vaseline, and

others. There are more than 6.000 employees spread across the archipelago.

Unilever has six factories in Jababeka industrial area, Cikarang, Bekasi, and two

factories in Rungkut industrial area, Surabaya, East Java, and its head office in

Jakarta. Unilever’s products recorded scattered over hundreds of thousands of

stores throughout Indonesia.

3

The vision of Unilever is to become the first choice of consumer, customer, and

community and the mission are to be the first and best in its class to fulfill

consumer’s needs and aspirations, become a major partner for its customers,

consumers, and community, eliminate activities that is not valuable of all the

processes, become selected company for people with high performance, increase

profitable growth and provide rewards for employees and shareholders, and get an

honor because of high integrity, caring to society and environment.

Those vision and mission are proved by owning more than 400 trademarks with

14 brands where some of them have total sales for more than £1 billion. They won

various awards given by three different institutions through innovation and

sustainable programs undertaken by the company. Four awards were received by

Unilever from Finance Asia’s Best Companies Poll 2016, two awards from

Sustainable Business Awards Indonesia 2016 and two awards from Warta

Ekonomi. In addition, Forbes stated that PT. Unilever Indonesia Tbk also crowned

as one of the best company in 2016. It proves the popularity of Unilever’s

products among society.

Some companies that produce brand in similar categories are PT. Paragon

Technology and Innovation and PT. L’Oreal Indonesia. Those three companies

are competing among each other. Pond’s from Unilever, Wardah from Paragon,

and Garnier from L’Oreal. Based on data obtained from TOP Brand Award’s

survey, among these three companies, over five years, Pond’s produced by PT.

Unilever Tbk. is almost always holds the top position in beauty and skincare

products.

Table 1.1 Percentage of Pond’s in Top Brand Award

Source: www.topbrand-award.com

4

Table 1.2 Percentage of Wardah in Top Brand Award


Table 1.3 Percentage of Garnier in Top Brand Award


The boxes colored in yellow in Table 1.1, Table 1.2, and Table 1.3 show the

highest percentage in every categories and Pond’s is holding the highest

percentage for 5 types of categories and get second rank after Garnier for BB

cream product. Garnier occupies the second position, and the last is Wardah

where Wardah for 3 years doesn’t get a chance to be chosen as nomination of

TOP Brand Award in that category. In addition, according to TOP Brand Award’s

survey, Pond’s becomes No.1 brand in 5 categories in 5 years in a row. Pond’s

becomes market leader in its industry. Pond’s in Indonesia achieved the highest

sales for Unilever worldwide.

The research will be focused only on residents of Jakarta, because Jakarta is the

capital of Indonesia. Jakarta also serves as a center of business, politics, and

culture in Indonesia. Various large shopping centers, markets, and boutiques are

also widely available in Jakarta. According to Head of Research and Advisory

Cushman and Wakefield, Arief Rahardjo (2013), 3,920,618 square meters of area

in Jakarta have been covered by Mall, even according to the data offered by

5

Cushman and Wakefield, each year the number of Mall grow 3.9 percent. It

reflects the characteristic of residents of Jakarta which is consumerist.

1.1.2 Need of the Study

The significant reason for this study is to discuss about the influence of brand

extension dimensions which are Perceived Risk, Consumer Perception Fit,

Reputation, and Consumer Innovativeness toward Purchase Intention and examine

of what is the dominant variable that influence Indonesian consumer purchase

intention through those dimensions and analyzes their impact on enhancing

consumer purchase intention of Pond’s in Jakarta.

1.1.3 Problem Identification

PT. Unilever Indonesia Tbk is a company that produces soaps, detergents,

margarine, dairy products, beverages, and beauty products for over 82 years.

However, technology development’s increasing the number of competitors that

produce similar products with good quality, such as PT. Paragon Technology and

Innovation and PT. L’Oreal Indonesia. It’s proven in the Table 1.1, Table 1.2, and

Table 1.3 that Pond’s once in the lower position than Garnier. To handle these

issues, PT. Unilever Indonesia Tbk. should make innovations to enhance

consumer purchase intention for Pond’s and investigate the consumers mind about

things that can affect purchase intention. Brand extension is an example of

strategy that is done by PT. Unilever Indonesia Tbk.Based on previous research of

Rahmadhany (2011) there are four variable of brand extension that can influence

purchase intention which areperceived risk, consumer perception fit, reputation,

and consumer innovativeness. Perceived risk is risk that’s felt by consumer when

they want to buy a product, consumer perception fit is category compatibility of

parent brand and expansion products, reputation is popularity value that’s

obtained by parent brand, and consumer innovativeness is desire of consumers to

try new products.

6

1.1.4 Research Questions

Specifically, this study aims to answer the following question:

1. Is there partial significant influence of perceived risk toward purchase

intention?

2. Is there partial significant influence of consumer perception fit toward

purchase intention?

3. Is there partial significant influence of reputation toward purchase

intention?

4. Is there partial significant influence of consumer innovativeness toward

purchase intention?

5. Is there simultaneous significant influence of perceived risk, consumer

perception fit, reputation, and consumer innovativeness toward purchase

intention?

1.1.5 Research Objectives

Based on the preceding research questions, the research objectives of the study

can be translated as follows:

1. To determine significant influence of perceived risk toward purchase

intention.

2. To determine significant influence of consumer perception fit toward

purchase intention.

3. To determine significant influence of reputation toward purchase

intention.

4. To determine significant influence of consumer innovativeness toward

purchase intention.

5. To determine significant influence of perceived risk, consumer perception

fit, reputation, and consumer innovativeness toward purchase intention.

7

1.2 Significance of Study

Through this research hopefully could expand knowledge, information, and

suggestion for:

1. PT. Unilever Indonesia Tbk.: The output of the research would become

reference for the company to strengthen consumer purchase intention

through the strategy of brand extension.

2. Researcher: To analyze which dimensions that are the most influence on

consumer purchase intention out of four dimensions of brand extension

and gain more understanding on brand extension strategy and also its

influence on consumer purchase intention.

3. The Future Researcher: The output of the research would become a

baseline and additional knowledge to enhance the needs of people who

would do future research about Brand Extension and Purchase Intention.

4. The University: To increase the literatures and studies in the field of Brand

Extension (Perceived Risk, Consumer Perception Fit, Reputation, and

Consumer Innovativeness) and Purchase Decision.

1.3 Scope and Limitation

Scope

The study is conducted to “The Influence of Brand Extension toward Purchase

Intention for Beauty Products (A Study Case of Pond’s in Jakarta), where the

researcher will examine through four dimensions which are perceived risk,

consumer perception fit, reputation, and consumer innovativeness.

Limitation

This research will limit on Pond’s beauty products and only focusedon consumer

of Pond’s in Jakarta.

8

1.4 Organization of the Thesis

To facilitate the reader’s understanding and writing of this study, the researcher

divides this study into several chapters containing the following:

Chapter I – Introduction

The first chapter will discussed about background of problems, problem

identifications, research objectives about the influence of brand extension towards

consumer’s purchase intention for Pond’s beauty products based on four

dimensions which are perceived risk, consumer perception fit, reputation, and

consumer innovativeness. It will also discuss about significance of study,

limitation, and organization of thesis.

Chapter II – Literature Review

Chapter II contains some reviews of previous studies and the research gaps,

explanation using theory of each dimensions, the measurements that are used, and

the influence of independent variable (perceived risk, consumer perception fit,

reputation, and consumer innovativeness) towards dependent variable

(consumer’s purchase intention).

Chapter III – Methods

In this chapter, there will be the explanation of methods which are used to analyze

the influence of brand extension dimensions toward purchase intention, theoretical

framework, some hypothesis, variables indicators, and questionnaire.

Chapter IV – Result and Discussions

Chapter IV contains the descriptive analysis of demographic profiles, inferential

analysis which interprets statistical result and discussions by comparing to

previous result.

Chapter V – Conclusion and Recommendation

In the last chapter, there will be the answers for hypothesis and some

recommendations for future research.

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CHAPTER II

LITERATURE REVIEW

2.1 Introduction

This chapter contains a text of a scholarly paper, which includes the current

knowledge including substantive findings, as well as theoretical and

methodological contributions that can support the four dimensions of brand

extension which are perceived risk, consumer perception fit, reputation, and

consumer innovativeness and its influence towards purchase intention.

2.2Dependent Variable

2.2.1 Purchase Intention

According to Schiffman& Kanuk (2009) purchase intention is considered as

measurement for consumer to buy certain products, where higher purchase

intention will impact on the possibility in purchase decision. Meanwhile, Assael

(1992) defines purchase intention as a behavior that appeared as response toward

the object, or purchase intention that shows the desire of consumer to make a

purchase. While according to Kotler and Keller (2009), in evaluation stage in

purchase decision process, consumers form intention in brand in a group of

options. Consumer also might form purchase intention to buy the most preferred

product.

2.3 Independent Variable

2.3.1 Brand Extension

Keller (2008) brand extension is product development method using an

established brand, so that companies don’t need to create a new brand for the

product. Usually when a company is doing brand extension, it involves the use of

parent brand name that has been steadily in its category as a tool to enter other

categories. Brand extension is a natural strategy for growing companies and tries

to exploits its assets. Brand extension can be done by either using the assets for

10

penetration on the new product category or give license to other products or

acquire a company that had a brand that can be used as a foundation for the

company.

Keller (2013) classifies the brand’s extension into two categories, namely, the first

is line extension which is a brand extension strategy offers a new taste, new

composition, new additions, and also offer different products in the same

category, the second is the category extension which is a brand extension strategy

to target new market segments by creating new product category that is different

from the existing product categories before. There is research that found some of

the dimensions that affect consumer attitudes towards brand extension. One of

consumer attitude towards brand is purchase intention. The dimensions are brand

reputation, consumer perception fit, perceived risk, and consumer innovativeness.

2.3.2 Perceived Risk

Perceived risk or perception risk is defined as consumer perceptions about

uncertainties and consequences – the negative consequences that may be received

during the purchase of products or services. Srivastava and Sharma (2011) declare

that perceived risk may affect consumer purchase intention. They stated that if

consumer’s perceived risk is low related to product category extension, it will be

more favorable toward brand extension. Perception risk becomes even higher

when (Assael, 1992):

1. Lack of information about the product

2. The product is a new product

3. The product has complex technology

4. Low consumer confidence in evaluating a brand

5. Products are important to consumers

2.3.3 Consumer Perception Fit

Consumer perception fit is the similarity that is felt by consumers toward products

with parent brand and its extension product. When the company launched new

product that is consistent with parent brand, consumer feels higher compatibility

between products that are associated with the brand and its extension. The higher

11

consumer perception fit between products expansions and parent brand will also

increase the purchase intention for its expansion.

2.3.4 Reputation

A positive brand reputation plays an important role in a business, because it can

help boost the consumer purchase intention, facilitate the entry of product in the

market, and facilitate new consumer interest. For consumers, brand reputation

provides important information. As in the situation when consumer is difficult to

evaluate a product, then consumers are likely to rely on information from

reputation owned by the brand (Gronhaug., et al, 2002). When the company

decided to launch new product with its expansion, then reputation of parent brand

becomes the background of consumers to assess the quality of these products.

Reputation dimensions can be seen from consumer confidence toward company

quality, marketing activities, and consumer trust towards the success of company.

Gatti et al. (2012) posited that reputation which is owned by the company has

significant effects toward purchase intention that is produced by the company. By

inference, the higher positive reputation of the company then the higher consumer

purchase intention for the products.

2.3.5 Consumer Innovativeness

Innovation is personality aspect associated with consumer acceptance to create

new ideas and desire to try brand new product. According to Kyung (2012)

consumer innovativeness can affect consumer purchase intention towards product

expansion of the product by a single company. Consumers, who possess

innovativeness personality, do more evaluation on brand extension’s products. In

addition, individual with high innovativeness is usually braver and has higher

intention to try new products than individual with low innovativeness.

2.4 Research Gap

Based on the previous research above, the research from Gunawan (2013) uses

similarity, reputation, perceived quality, and innovation as the independent

12

variables and brand image as dependent variable. The result is simultaneous

influence of characteristics of brand extension that includes similarity, reputation,

perceived quality, and innovation toward brand image and the most dominant

influence is similarity.Gjertsen (2015) uses 5 variables (perceived fit,

communication of explanatory links, consumer innovativeness, category

involvement, environmental consciousness) and perceived fit had a positive direct

effect on attitudes towards the extension, but no effects on purchase intentions and

consumer innovativeness was found to moderate the effect of perceived fit on

attitudes toward purchase intentions.

The gap between those two researchers and this research is the differences of

variables that are used to be analyze. In this research the researcher use similar

dependent variable (purchase intention) and independent variables (perceived risk,

consumer perception fit, reputation, consumer innovativeness) witha research

from Khairunnisak and Firman (2015) but with a different case study, because in

this research, the researcher focuses on Pond’s beauty products consumer in

Jakarta.

13

CHAPTER III

METHODS

3.1 Introduction

This chapter clearly defines the research methods used to conduct the study. The

researcher will explain the techniques and methods by which data was gathered

and analyzed are examined, research instruments, data sources, data collection

techniques, data presentation techniques and analytical techniques used are given..

The methodology used is quantitative methods and measures which emphasize

objective measurements and the statistical, mathematical, or numerical analysis of

data collected through polls, questionnaires, and surveys, or by manipulating pre-

existing statistical data using computational technique.

3.2 Theoretical Framework

Figure 3.1 Theoretical Framework

Source: David Aaker (2011)

Perceived Risk

(X1)

Reputation

(X3)

Consumer Perception Fit

(X2)

Consumer Innovativeness

(X4)

Purchase Intention

(Y)

H1

H5

H4

H3

H2

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Figure 3.2.1 illustrates the process of Brand Extension dimensions which are

perceived risk (X1), consumer perception fit (X2), reputation (X3), and consumer

innovativeness (X4)influencepurchase intention (Y) for Pond’s beauty products

partially (H1,H2,H3,H4) and simultaneously (H5). Researcher uses five variables

which consist of four independent variables (X) that influence one dependent

variable (Y).

3.3 Hypothesis

Ho1 : There is no partial significant influence of perceived risk toward

purchase intention Pond’s beauty products.

Ha1 : There is partial significant influence of perceived risk toward purchase

intention Pond’s beauty products.

Ho2 : There is no partial significant influence of consumer perceptions fit

toward purchase intention Pond’s beauty products.

Ha2 : There is partial significant influence of consumer perceptions fit toward


Ho3 : There is no partial significant influence of reputation toward purchase


Ha3 : There is partial significant influence of reputation toward purchase


Ho4 : There is no partial significant influence of consumer innovativeness

toward purchase intention Pond’s beauty products.

Ha4 : There is partial significant influence of consumer innovativeness toward


Ho5 : There is no simultaneous significant influence of perceived risk,

consumer perception fit, reputation, and consumer innovativeness towards

purchase intention for Pond’s beauty products.

15

Ha5 : There is simultaneous significant influence of perceived risk, consumer

perception fit, reputation, and consumer innovativeness towards purchase

intention for Pond’s beauty products.

3.4 Operational Definitions of Variables

Variables Definition Indicators Measureme

nts

Perceived

Risk

Consumer's level of

uncertainty regarding the

outcome of a purchase

decision, specially in case

of high priced item.

(www.businessdictionary.c

om, 2016)

1. Definite

benefits

2. Confidence

3. Certainty

about the

result

4. Conviction

5. Safety

Likert Scale

Consumer

Perception

Fit

Similarities can be seen

from the products and its

parent brand and product

expansion based on

features, attribute, and

benefits. (Hem, Leslie, and

Iversen N.M, 2001)

1. Complement

2. Functionality

3. Product

category

4. Benefits

5. Quality

Likert Scale

Reputation A perceptual

representation of a

company’s past actions

and future prospects that

describe the firm’s appeal

to all of its key

constituents (Helm et al,

2011)

1. Good

reputation

2. Popularity

3. Good

reputation of

parent brand

4. Positive

influence of

parent brand

Likert Scale

http://www.businessdictionary.com/

http://www.businessdictionary.com/

16

5. Experience of

using parent

brand

products

Consumer

Innovativene

ss

Related to the acceptance

of consumers to new ideas

and desire to try new

products. (Cotte and

Wood, 2004)

1. Like to try

new products

2. Trendsetter

3. Curious

personality

4. Fascinated to

try expansion

product

5. New

experiences

Likert Scale

Purchase

Intention

A plan to purchase a

particular good or service

in the future

(www.businessdictionary.c

om, 2016)

1. Desire to

have products

2. Interested in

trying

3. Purchase

consideration

4. Interest in

looking for

information

5. Curiosity

about the

product

Likert Scale

3.5Instrument

Instrumentis the generic term that researchers use for a measurement device

(survey, test, questionnaire, etc.). To help distinguish between instrument and

instrumentation, consider that the instrument is the device andinstrumentation is

17

the course of actionor the process of developing, testing, and using the device

(researchrundowns.com, 2016).

Figure 3.2 Data Collection Method

Source : Nirwana (2014)

3.5.1 Primary Data

Primary data are information collected by a researcher specifically for a research

assignment. It generally takes thetime and allocate the resources required to gather

primary data only when a question, issue or problem presents itself that is

sufficientlyimportant or unique that it warrants the expenditure necessary to

gather the primary data.Primary data are original in nature and directly related to

the issue or problem and currentdata. Primary data are the data which the

researcher collects through various methods likeinterviews, surveys,

questionnaires etc.(shodhganga.inflibnet.ac.in, 2016).

Research

Data collection

Data selection

Survey Articles on Internet

Books and Journals Primary data

18

The primary data of this research is obtained from the questionnaire that is used

for survey. Questionnaire is a set of printed or written questions with a choice of

answers, devised for the purposes of a survey or statistical study. The

questionnaire will be spread to the number of samples that are decided by the

researcher.

3.5.2 Secondary Data

Secondary data are the data collected by a party not related to the research study

but collected these data for some other purpose and at different time in the past. If

the researcher uses these data then these become secondary data for the current

users. These may be available in written, typed or in electronic forms

(shodhganga.inflibnet.ac.in, 2016).

The secondary data in this research is the literature studies. A literature study is a

study in which you read selected text, such as a novel, short story, or poem and

basically write a paper about it. Sometimes it deals with only one piece of

literature but it can also deal with two or more (enotes.com, 2010).

3.5.3 Questionnaire

A questionnaire is a set of systematically structured questions used by a

researcher to get needed information from respondents. Questionnaires have been

termed differently, including surveys, schedules, indexes/indicators, profiles,

studies, opinion questionnaires, batteries, tests, checklists, scales, inventories,

forms, inter alia. (Ong'anya, 2009). In this research, the questionnaire consists of

three sections. In the first section, there is three screening questions about

respondent citizenship, experienced in using Pond’s face wash and whether

respondents ever using Pond’s beauty products or not. The second section is the

respondent profile. In the last section, there are filling instruction and statement of

perceived risk, consumer perception fit, reputation, consumer innovativeness, and

purchase intention. The questionnaire will be shown in Likert Scale format, so

there will be 5 options, number 1 for strongly disagree, 2 for disagree, 3 for

neutral, 4 for agree, and 5 for strongly agree. In order to decide whether it’s

1,2,3,4, or 5, the researcher make a scale to measure the feeling of respondents.

19

Scale of Agreement Meaning

0% - 20% Strongly Disagree

21% – 40% Disagree

41% - 60% Neutral

61 – 80% Agree

81% - 100% Strongly Agree

Perceived Risk

No. Statements 1 2 3 4 5

1. The use of “Pond’s” name on Pond’s beauty

products convince me about the benefits that

will be provided

2. The use of “Pond’s” name makes me

confident about the quality of Pond’s beauty

products


products give certainty about the result that

will be obtained if using the products


products convince me when i want to choose

the product in beauty product category


product make me sure that this product is safe

to be used

Consumer Perception Fit


1. Pond’s face wash and Pond’s beauty products

can complement each other in their use

2. Pond’s face wash and Pond’s beauty product

have the same function which is beauty care

20

products for consumer

3. Pond’s face wash and Pond’s beauty products

are in the same product category which is

beauty care products

4. In my opinion, using “Pond’s” name on

Pond’s beauty products can provide benefits

as good as face wash product

5. Pond’s face wash and beauty product have the

same quality

Reputation


1. Pond’s face wash has good reputation

2. The high popularity of Pond’s face wash can

increase the popularity of Pond’s beauty

products

3. Pond’s face wash has a good reputation, so it

encourages me to choose Pond’s beauty

products

4. I think Pond’s face wash reputation can

provide positive influence on Pond’s beauty

products

5. Good reputation of Pond’s face wash makes

me confident on the quality of Pond’s beauty

products

Consumer Innovativeness


1. Pond’s brand extension from face wash

category to beauty product fit with my

personality who likes to try new products

21


category to beauty product fit with me who

love to be trendsetter


category to beauty product successfully made

me curious to try these products

4. Pond’s brand extension makes me fascinated

to try the expansion products

5. Pond’s beauty product fit with my personality

who likes to look for new experiences

Purchase Intention


1. I would like to have Pond’s beauty products

2. I am interested to try Pond’s beauty products

3. I am considering to buy Pond’s beauty

products

4. I am interested in finding information about

Pond’s beauty products

5. I would like to know more about Pond’s

beauty products

3.6 Sampling

Sample is some objects that are taken from the whole object under study and are

considered to represent the entire population. Sample selection technique in this

research is non-probability sampling. Non-probability sampling technique used is

purposive sampling method.Non-probability sampling is sampling technique by

not providing an equal opportunity for each element or member of the population

to be selected as sample, whereas purposive sampling is sampling technique that’s

selected carefully by choosing research object selectively and has specific

22

characteristics. The total population is unknown, so the researcher decided to use

Supranto (2001) theory to calculate the size of sample:

N = 5 x q

Where :

q : number of questions in questionnaire

Based on that formula, the researcher should spread the questionnaire with

minimum number of 125 respondents. In addition, according to Hair, et al (2010),

a good sample size is ranging 100-200. Questionnaires are distributed to residents

in Jakarta. The researcher will distribute the questionnaires twice. The first will be

only distributed to 30 respondents that will be used for pre-test and then proceed

to validity and reliability test, if those results indicated as valid and reliable, the

researcher will continue to distribute the questionnaires to 125 respondents for the

real test. The questionnaires are distributed to 5 areas of Jakarta which are North

Jakarta, South Jakarta, West Jakarta, East Jakarta, and Central Jakarta.

3.6.1 Population

Population is defined as entire data that becomes the center of attention of a

researcher in the specified scope and time. Population is associated with the data.

If every human being provides the data, the size or number of population will be

equal to the number of people. In addition, population is a group of individuals

with the different quality and character of which has been set by the researcher.

That characteristic or quality is called as variable. Population of this research is

the resident of Jakarta who have used Pond’s face wash and have never used

Pond’s beauty products.

3.6.2 Data Collection Method

In this study, the researcher uses the questionnaire method to collect the data.

Sugiyono (2008), “question form or questionnaire is a data collection method by

giving a set of questions or written statement to the respondent”. Questionnaire

used in this research is the kind of enclosed questionnaire, because respondents

23

only put the mark on one of the answers that are considered true. The researcher

spread 30 questionnaires to 30 respondents as the pre-test to analyze the validity

and reliability.

3.6.3 Data Analysis

After doing validity and reliability test for the pre-test, then the researcher

performs the actual deployment of questionnaires to 125 respondents in Jakarta.

Data that’s obtained serves as primary data and 125 respondents serve as the

sample size. The data results of questionnaires are analyzed by using two tools,

which are Microsoft Excel 2010 to input then calculate the data results of

questionnaires using formula and SPSS version 16.00 to analyze the data that’s

formed as numerical and statistical data

3.6.4 Instrument Test

The purpose of instrument test is to know that the instruments (questionnaires)

that has been prepared is proved well and worthy to be deployed, because the

good or bad of instrument will influence the level of accuracy of the data and

determine the quality of research results. Trials conducted namely validity and

reliability test.

3.6.4.1 Validity Test

The purpose of validity testing is to eliminate the proper question that will answer

the research objectives. Arikunto (2006) argues that an instrument is declared as

valid if it is able to measure what is desirable and may disclose the data of the

variables examined or if the r value is greater than r table value. Validity test

according to Arikunto (2006) is done using Pearson Product Moment Correlation

formula, as follows:

24

Figure 3.3 Validity Test Formula

Source : Arikunto (2006)

Where :

n : total respondents

X : score of item

Y : total score of item

In the validity test, Pearson Correlation will measure the level of validity. Pearson

Correlation coefficient measures the degree of liner relationship between two

variables. Most research will very rarely get a correlation of 0, -1 or 1. Result

would be somewhere in between. The closer to 1, the closer it gets to be perfect.

While negative and positive value indicates the direction of the relationship. The

direction of positive relationship indicates that there is a direct relationship or the

higher variable A that causes the increasing of variable B.

Scale Correlation

0 – 0.199 Very Weak

0.20 – 0.399 Weak

0.40 – 0.599 Moderate

0.60 – 0.799 Strong

0.80 – 1.0 Very Strong

Table 3.1 Interpretation of Correlation Scale

Source : Sugiyono (2007)

25

3.6.4.2 Reliability Test

After it’s declared as valid, the next step is measuring reliability. Reliability is

meant as a dependability consistency, which means that the figures resulting from

an indicator does not vary due to the characteristics of the research process itself.

Reliability test is done to find out the extent to which a measurement can provide

consistent result. The higher the reliability of measurement, increase the trust that

all indicators individually consistent in measurement. The researcher will use

Cronbach’s Alpha Coefficient as the measurement of reliability (internal

consistency), the equation is:

Where :

k : number of items

r : average correlation between any two items

α : reliability of the average or sum

A rule of thumb for interpreting alpha for Likert scale questions is:

Table 3.2 Cronbach’s Alpha Scale Interpretation

Source : www.statisticshowto.com

http://www.statisticshowto.com/

26

3.6.6 Classical Assumption Testing

3.6.6.1 Normality Test

Normality Test used to test the independent variable (X) and the dependent

variable (Y) on the resulting regression equation, whether normally distributed or

not distributed normally. Normality Tests performed using the test chart

Histogram and P-P plots to test the regression model residuals. If the histogram

shows distribution pattern that leads to the right and P-Plot shows the dots

followed and approached the diagonal line, it means the data is distributed

normally.

3.6.6.2 Multicollinearity Test

Multicollinearity refers to a situation where a number of independent variables in

a multiple regression model are closely correlated to one another.

(www.investopedia.com, 2016). Multicollinearity test aims to test whether the

regression model found a correlation between the independent variables.

Multicollinearity occurs when the VIF (Variance Inflation Factor) value is more

than 10 and tolerance values less than 0.1 (dawaisimfoni.wordpress.com, 2013).

3.6.6.3 Heteroscedastcity Test

Homoscedastcity means that the variance around the regression line is the same

for all values of the predictor variable (X), while Heteroscedastcity refers to the

circumstance in which the variability of a variable is unequal across the range of

values of a second variable that predicts it. Multiple regressions equation

considered as good equation if there is no heteroscedasticity.

3.6.7 Testing of Hypothesis

A hypothesis test is a statistical test that is used to determine whether there is

enough evidence in a sample of data to infer that a certain condition is true for the

entire population. The researcher uses multiple regressions to test the hypothesis.

3.6.7.1 T-Test

T-Test is a test for the partial regression coefficient which is intended to

determine how farthe influence ofone independent variable (perceived risk,

27

consumer perception fit, reputation and consumer innovativeness) individually

inexplainingthe dependentvariable(purchase intention).

3.6.7.2 F-Test

F-test is also known as ANOVA test which is a test to identify if there is the

simultaneous influence of all independent variables toward dependent variable or

not. The hypothesis will be tested in this test, whether it is accepted or rejected

with the following provisions, the null hypothesis Ho will be accepted if F value

is greater than 0.05 and Hawill be accepted if F value is less than 0.05. In

addition, if F value > F table, Howill be rejected, Ha will be accepted and vice

versa.

3.6.7.3 Coefficient of Correlation (R) and Coefficient of Determination (R2)

Correlation coefficients measure the strength of association between two

variables. The most common correlation coefficient, called the Pearson Product-

Moment Correlation Coefficient, measures the strength of the linear association

between variables.The coefficient of determination (denoted by R2) is a key

output of regression analysis. It is interpreted as the proportion of the variance in

the dependent variable that is predictable from the independent variable

(www.stattrek.com, 2016).

28

CHAPTER IV

RESULTS AND DISCUSSIONS

4.1 Descriptive Analysis

4.1.1 Data Analysis

This chapter describes the result of research and analysis which is the answer to

the problems that are written in the first chapter. It discusses all the result from all

findingsin the form of explanation, statistical analysis, figure, table, and graphic.

4.1.2 Validity Test

Validity is a measurement that will actually measure what will be measured, the

higher the validity, the closer it’s to its target, or increasingly shows what should

be measured. So, validity refers to the precision and accuracy in the process of

running measurement function. . The item (question) is considered as valid if r is

bigger than r-table, but if it’s lower the question will be considered as invalid and

it should be removed from the questionnaire. The researcher examined by using

pre-test sample to test the questionnaire before doing the real questionnaire

deployment with the sample (n) = 30 respondents with significance level (α) =

5%, and then put it on the Degrees of Freedom (df) formula:

Based on the table on Appendix 1, the value of r-table is 0.361. So, the item

should have r that’s greater than 0.361 to be valid. The result of pre-test validity is

shown in the table below.

29

Table 4.1 Validity Test

Source : Primary Data Calculation

Variables Items Pearson Correlations (r) rtable Remarks

Perceived Risk Q1 0.850 0.361 Valid

Q2 0.907 0.361 Valid

Q3 0.924 0.361 Valid

Q4 0.923 0.361 Valid

Q5 0.884 0.361 Valid

Consumer

Peception Fit

Q1 0.903 0.361 Valid

Q2 0.662 0.361 Valid

Q3 0..810 0.361 Valid

Q4 0.825 0.361 Valid

Q5 0.716 0.361 Valid

Reputation Q1 0.678 0.361 Valid

Q2 0.839 0.361 Valid

Q3 0.863 0.361 Valid

Q4 0.762 0.361 Valid

Q5 0.798 0.361 Valid

Consumer

Innovativeness

Q1 0.847 0.361 Valid

Q2 0.922 0.361 Valid

Q3 0.799 0.361 Valid

Q4 0.850 0.361 Valid

Q5 0.798 0.361 Valid

Purchase

Intention

Q1 0.749 0.361 Valid

Q2 0.889 0.361 Valid

Q3 0.592 0.361 Valid

Q4 0.848 0.361 Valid

Q5 0.760 0.361 Valid

30

Based on the table 4.1 above, all items are valid because r is always higher than r-

table. Therefore, the researcher decided to choose all the questions into the

questionnaire for real samples.

4.1.3 Reliability Test

Reliability test was conducted by using SPSS and arranged data from Microsoft

Excel to tabulate Cronbach’s Alpha of the research instruments. The results are as

followed.

A. Perceived Risk

Reliability Statistics

Cronbach's

Alpha N of Items

.819 5

Table 4.2 Cronbach’s Alpha of Perceived Risk


Based on table 3.2 in chapter III the Cronbach’s Alpha of perceived risk variable

is in range 0.9 > α ≥ 0.8, means that the internal consistency is good.

B. Consumer Perception Fit


Cronbach's

Alpha N of Items

.714 5

Table 4.3 Consumer Perception Fit’s Cronbach’s Alpha


31

Based on table 3.2 in chapter III the Cronbach’s Alpha of consumer perception fit

variable is in range 0.8 > α ≥ 0.7, means that the internal consistency is

acceptable.

C. Reputation


Cronbach's

Alpha N of Items

.742 5

Table 4.4 Cronbach’s Alpha of Reputation


Based on table 3.2 in chapter III the Cronbach’s Alpha of reputation variable is in

range 0.8 > α ≥ 0.7, means that the internal consistency is acceptable.

D. Consumer Innovativeness


Cronbach's

Alpha N of Items

.847 5

Table 4.5 Cronbach’s Alpha of Consumer Innovativeness


Based on table 3.2 in chapter III the Cronbach’s Alpha of consumer

innovativeness variable is in range 0.9 > α ≥ 0.8, means that the internal

consistency is good.

32

E. Purchase Intention


Cronbach's

Alpha N of Items

.806 5

Table 4.6 Cronbach’s Alpha of Purchase Intention


Based on table 3.2 in chapter III the Cronbach’s Alpha of purchase intention

variable is in range 0.9 > α ≥ 0.8, means that the internal consistency is good.

4.1.4 Demographic Profile

A. Gender

Based on 125 respondents’ gender which is divided into male and female, the

result of the analysis is shown below:

Figure 4.1 Gender


33

Table 4.7 Gender


Table 4.7 and Figure 4.1 show the respondent profiles of gender in this research,

30 people (24%) were male respondents and 95 people (76%) were female

respondents. Therefore, the majority of Pond’s consumers are female and the

conclusion is Pond’s beauty products are more suitable for female than male.

B. Age Levels

Based on 125 respondents’age which isdivided into 7 categories, the result of the

analysis is shown below:

Figure 4.2 Age


Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 30 24.0 24.0 24.0

Female 95 76.0 76.0 100.0

Total 125 100.0 100.0

34

Age


Cumulative

Percent

Valid 16-25 106 84.8 84.8 84.8

26-35 13 10.4 10.4 95.2

36-45 4 3.2 3.2 98.4

> 45 2 1.6 1.6 100.0

Total 125 100.0 100.0

Table 4.8 Age


As it is shown in Table 4.8 and Figure 4.2 about respondent profile of age in this

research, no one (0%) was under 16 years old, 106 people (84.8%) were between

16-25 years old; 13 people (10.4%) were between 26-35 years old; 4 people

(3.2%)werebetween 36-45 years old; and 2 persons (1.6%) were> 45 years old.

Based on the data above, the group age of 16-25 years old dominate the

respondent profile in this research. So, mostly consumers of Pond’s are 16-25

years old and the conclusion is Pond’s beauty products mostly used by teenager.

C. Education Levels

Based on 125 respondents’education which isdivided into 5 categories, the result

of the analysis is shown below:

35

Figure 4.3 Education


Education


Cumulative

Percent

Valid Diploma 2 1.6 1.6 1.6

Bachelor 116 92.8 92.8 94.4

Master 7 5.6 5.6 100.0

Total 125 100.0 100.0

Table 4.9 Education


Table 4.9 and Figure 4.3 show the respondent profiles of education background in

this research, no one (0%) came from senior high school education background, 2

respondents (1.6%) came from diploma education background, 116 respondents

(92.8%) came from bachelor education background, 7 respondents (5.6%) came

from master education background and no one (0%) came from doctorate

36

background. Thus, the most consumers of Pond’s came from bachelor education

background. So, the conclusion is Pond’s beauty productsmostly used by

consumer with high education.

D. Occupation

Based on 125 respondents’occupation which isdivided into 4 categories, the result

of the analysis is shown below:

Figure 4.4 Occupation


Occupation


Cumulative

Percent

Valid Student 99 79.2 79.2 79.2

Employee 17 13.6 13.6 92.8

Entrepreneur 5 4.0 4.0 96.8

Others 4 3.2 3.2 100.0

Total 125 100.0 100.0

Table 4.10 Occupation


37

As it is described in Table 4.10 and Figure 4.4 about respondent profiles of

occupation in this research, 99 respondents (79.2%) were student, 17 respondents

(13.6%) were employee, 5 respondents (4%) were entrepreneur, and 4 respondents

(4%) were others. Therefore, the majority Pond’s consumers’occupations

arestudent.

E. Domicile

Based on 125 respondents’domicile which isdivided into 5 areas, the result of the

analysis is shown below:

Figure 4.5 Domicile


38

Domicile

Frequency Percent Valid Percent Cumulative Percent

Valid North Jakarta 22 17.6 17.6 17.6

South Jakarta 34 27.2 27.2 44.8

West Jakarta 31 24.8 24.8 69.6

East Jakarta 23 18.4 18.4 88.0

Central Jakarta 15 12.0 12.0 100.0

Total 125 100.0 100.0

Table 4.11 Domicile


Based on Table 4.11 and Figure 4.5 about respondent profiles of domicile, 22

respondents (17.6%) were lived in North Jakarta, 34 respondents (27.2%) were

lived in South Jakarta, 31 respondents (24.8%) were lived in West Jakarta, 23

respondents (18.4%) were lived in East Jakarta, and 15 respondents (12%) were

lived in Central Jakarta. Therefore, the most dominant Pond’s consumers lived in

South Jakarta because South Jakarta is central business district of DKI Jakarta

with total population of 2.06 million people, so there are so many people or

workers that use Pond’s beauty products.

F. Monthly Income

Based on 125 respondents’ monthly income which isdivided into 4 categories, the

result of the analysis is shown below:

39

Figure 4.6 Monthly Income


Income


Cumulative

Percent

Valid > Rp 500,001 - Rp 2,500,000 75 60.0 60.0 60.0

> Rp 2,500,001 - Rp

4,500,000 29 23.2 23.2 83.2

> Rp 4,500,001 21 16.8 16.8 100.0

Total 125 100.0 100.0

Table 4.12 Monthly Income


As it is shown in Table 4.12 and Figure 4.6 about the respondent profiles of

monthly income, no respondents (0%) answered less or equal to Rp 500,000; 75

respondents (60%) have monthly income around Rp 500,001 – Rp 2,500,000; 29

respondents (23.2%) have monthly income around Rp 2,500,001 – Rp 4,500,000;

21 respondents (16.8%) have monthly income for more than or equal Rp

40

4,500,001. Therefore, Pond’s consumers are mostly have income ranging in Rp

500,001 – Rp 2,500,000. So, Pond’s beauty products are usedby upper-middle-

class workers.

4.2 Inferential Analysis

4.2.1 Descriptive Analysis

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

PRT 125 2.20 5.00 3.9008 .74385

CPT 125 2.20 5.00 4.0128 .70927

RET 125 2.20 5.00 4.0512 .79063

CIT 125 2.20 5.00 3.9728 .78302

PIT 125 2.20 5.00 3.9088 .79576

Valid N (listwise) 125

Table 4.13 Descriptive Statistics


Table 4.13 shows the mean and standard deviation of perceived risk, consumer

perception fit, reputation, consumer innovativeness, and purchase intention

according to respondent responses on the questionnaire. Based on the table above,

the researcher can conclude that more or less all the respondents choose number 4

in each statement in the questionnaire, where number 4 means agree.

4.2.2 Classical Assumption Testing

4.2.2.1 Normality Test

Normality Tests performed using the test chartHistogram and P-P plots to test the

regression model residuals are shown in Figure 4.7 and Figure 4.8 following.

41

Figure 4.7Normality Test: Histogram


Figure 4.8Normality Test: P-Plot


42

Based on the output shown in both figures, it can be seen that the histogram

provides a distribution pattern that leads to the right which means the data is

distributed normally and then figure 4.8 shows that there are dots followed and

approached the diagonal line, so it can conclude that regression models fulfill the

assumption of normality.

4.2.2.2 Multicollinearity Test

Table 4.14Multicollinearity Test: Coefficient


From the table 4.14 above, there are no VIF values more than 10 and no tolerance

value less than 0.1. It indicates that there is no multicollinearity and the researcher

can use the multiple regression models to analyze this study.

Coefficientsa

Model

Collinearity Statistics

Tolerance VIF

1 PRT .367 2.727

CPT .840 1.190

RET .781 1.281

CIT .365 2.740

a. Dependent Variable: PIT

43

4.2.2.3. Heteroscedastcity Test

Figure 4.9 Heteroscedastcity Test : Scatterplot Graph


Heteroscedastcity test results shown on Figure 4.9 indicate that the points spread

randomly and do not form a clear pattern. The points also spread above and below

number 0 (zero) on the Y axis, it concludes that there is no heteroscedastcity. So,

this regression is feasible to be used in this study.

4.2.3 Testing of Hypothesis

A hypothesis test is a statistical test that is used to determine whether there is

enough evidence in a sample of data to infer that a certain condition is true for the

entire population. The researcher uses multiple regressions to test the hypothesis.

4.2.3.1 T-Test

T-test is a statistical technique used to show how far the partial influence of

independent variables (perceived risk, consumer perception fit, reputation, and

consumer innovativeness) toward dependent variable (purchase intention) based

on the existing data.

44

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) -.022 .258 -.085 .933

PRT .168 .078 .157 2.139 .034

CPT .110 .054 .098 2.015 .046

RET -.015 .051 -.015 -.291 .771

CIT .729 .075 .717 9.755 .000

a. Dependent Variable: PIT

Table 4.15 T-Test : Coefficient


From the result in Table 4.15, if it’s written in the standardized form of the

equation, the regression is as follows:

Y = -0.022 + 0.168X1 + 0.110X2 + 0.729X4

Where,

Y = Purchase Intention

X1 = Perceived Risk

X2 = Consumer Perception Fit

X3 = Reputation

X4 = Consumer Innovativeness

Based on the equation above, it can be concluded as follow:

1. Perceived risk (X1) as the independent variable can predict purchase

intention (Y) as dependent variable with 0.168 regression coefficient. It

means for each unit increase in X1, there will be unit increasing in Y equal

to 0.168.

2. Consumer perception fit (X2) as the independent variable can predict

purchase intention (Y) as dependent variable with 0.110 regression

coefficients. It means for each unit increase in X2, there will be unit

increasing in Y equal to 0.110.

45

3. Consumer innovativeness (X4) as the independent variable can predict

purchase intention (Y) as dependent variable with 0.729 regression

coefficient. It means for each unit increase in X4, there will be unit

increasing in Y equal to 0.729. Consumer innovativeness is the dominant

variable because it has the highest beta (B) value with the value equal to

0.729.

A. Perceived Risk (X1)

The test using SPSS for variable X1 obtained the t value = 2.139 with

significance (sig.) value of 0.034. By using the 0.05 for α value, the

significance value is lower than 0.05 and the t value > t table (1.979) with

df = 124 which means that Ho is rejected and Ha is accepted. Thus, the

first hypothesis is accepted that there is significant influence of perceived

risk toward purchase intention for beauty products of Pond’s.

B. Consumer Perception Fit (X2)





second hypothesis is accepted that there is significant influence of

consumer perception fit toward purchase intention for beauty products of

Pond’s.

C. Reputation (X3)

The test using SPSS for variable X3 obtained the t value = -0.291 with


significance value is greater than 0.05 and the t value < t table (1.979) with

df = 124 which means that Ho is accepted and Ha is rejected. Thus, the

third hypothesis is accepted that there is no significant influence of

reputation toward purchase intention for beauty products of Pond’s.

46

D. Consumer Innovativeness (X4)





fourth hypothesis is accepted that there is significant influence of

consumer innovativeness toward purchase intention for beauty products of

Pond’s and the most dominant variable is consumer innovativeness with

the significant value of 0.000.

4.2.3.2 F-Test

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 59.927 4 14.982 96.690 .000a

Residual 18.593 120 .155

Total 78.520 124

a. Predictors: (Constant), CIT, CPT, RET, PRT

b. Dependent Variable: PIT

Table 4.16 F-Test: ANOVA


From the result shown in Table 4.16, the F table value is found on the F table with

df1= 4 and df2 = 120, thus the F table value is 2.45. F value is 96.690 with

significance value of 0.000, it means F value > F table. If the F value is compared

with 0.05 of α value, the probability will be 0.000 < 0.05, so Ha5 is accepted and

Ho5 is rejected. It can be concluded that there is simultaneous significant

influence of perceived risk, consumer perception fit, reputation, and consumer

innovativeness toward purchase intention for beauty product of Pond’s.

47

4.2.3.3 Coefficient of Correlation (R) and Coefficient of Determination (R2)

Model Summaryb

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate Durbin-Watson

1 .874a .763 .755 .39363 2.102

a. Predictors: (Constant), CIT, CPT, RET, PRT

b. Dependent Variable: PIT

Table 4.17 Multiple Regression Analysis : Coefficient


Based on Table 4.17, the results can be seen that the adjusted R square is 0.755

(75.5%) which means there is 75.5% independent variables (Perceived Risk,

Consumer Perception Fit, Reputation and Consumer Innovativeness) that

simultaneously influence dependent purchase intention as dependent variable or

75.5% of purchase intention is explained by independent variables, and the rest

24.5% is influenced by other variables that are not examined in this research.In

addition, the value of coefficient correlation (R) is 0.874 or 87.4%, it indicates

that the degree of association between all of independent variables and dependent

variables is very strong as it already stated in Table 3.1 that if R value is between

0.80 – 1.0, it means very strong.

4.3 Interpretation of Results

This research discusses about the influence of brand extension toward purchase

intention for beauty product and a case study of Pond’s beauty products in Jakarta.

There are four dimensions of brand extension that work as independent variables

in this research which are perceived risk, consumer perception fit, reputation, and

consumer innovativeness. Then, there is one dependent variable which is purchase

intention. The purposes of this research are to find out if there is a partial

48

significant influence or simultaneous significant influence of brand extension

dimensions towards purchase intention.

This research focuses only on residents of Jakarta with the unknown total

population. The researcher decided to take 30 respondents to do pre-test to test the

validity and reliability of the questionnaire. The sample size is 125 with 0.05

significance value. So, the total questionnaires distributed are 155 questionnaires.

SPSS version 16.0 is used to analyze the data from questionnaires.

The researcher analyze the data by using classical assumption testing (normality

test, heteroscedastcity test, and multicollinearity test) and hypothesis testing

(coefficient of determination, F-test, and T-test). From the result of multiple

regression in Table 4.5, the adjusted R square is 0.755 (75.5%)which means the

independent variables influence dependent variable and 24.5% of purchase

intention is explained by other variables that are not examined in this

research.Moreover in F-Test, the F value is 96.690, it means F value (96.690) > F

table (2.45) with significance probability of 0.000, and if it’s compared with 0.05

of α-value, the probability will be 0.000 < 0.05. Both coefficient of determination

and F-test prove that there is simultaneous significant influence of perceived risk,

consumer perception fit, reputation, and consumer innovativeness toward

purchase intention for Pond’s beauty products.

A. Perceived Risk

When a well-known brand do the brand extension, then the brand can be a factor

to reduce perceived risk, that brand also can be a signal of quality of products and

increase the possibility of consumers to accept the expansion products. (Hem,

Leslie, and Iversen N.M, 2001)

The significant value of perceived risk is 0.034 which is lower than α-value 0.05

so there issignificant influence of perceived risk toward purchase intention (based

on Table 4.15). Perceived risk gives influence because Pond’s beauty products

provide a complete information in the products, the product is a new product, and

products are important to consumers as itsstated in chapter II.

This result is familiar with the research of Rahmadhany (2011) about the

influence of brand extension toward purchase intention (a study of pepsodent

49

mouthwash). It is stated that perceived risk has significant influence toward

purchase intention.

B. Consumer Perception Fit

The higher the similarity that’s felt by consumers between expansion products and

parent brand, the higher the purchase intention of the expansion products.

The significant value of consumer perception fit is 0.046 which is lower than α-

value 0.05 so there is significant influence of consumer perception fit toward

purchase intention (based on Table 4.15). Based on chapter II about consumer

perception fit, it gives influence because the consumer feels higher compatibility

between products that are associated with the brand and its extension.

This result is familiar with the research of Khairunnisak and Firman (2015) about

the influence of brand extension dimensions toward purchase intention of Asus (a

study of Asus smartphone for UNP students) which is stated that consumer

perception fit has significant influence toward purchase intention.

C. Reputation

Brand reputation is an award earned by a brand from a company because of the

excellences of the company, such as the ability possessed by the company, so that

the company will continue to be able to develop itself and create new things to

fulfill consumer needs (Herbig et al. 1994).

The significant value of reputation is 0.771 which is greater than α-value 0.05 so

there is no significant influence of reputation toward purchase intention (based on

Table 4.15). Based on theory in chapter II, reputation has no influence toward

purchase intention because consumer prefer to choose products with higher

positive reputation and high quality of products.

It indicates that reputation does not determine the existence of purchase intention

on the consumer. This also means that the Jakarta’s residents do not consider

reputation when they want to buy a product. There might be other factors that

influence consumer purchase intention in Jakarta that are not examined in this

research, such as price and quality. Therefore, the results of this research are not

accordance with the research of Rahmadhany (2011) about the influence of brand

50

extension toward purchase intention (a study of pepsodent mouthwash). It is

stated that reputation has significant influence toward purchase intention.

D. Consumer Innovativeness

High consumer innovativeness is usually braver and has the intention to try new

products (Hem, Leslie, and Iversen N.M, 2001).

The significant value of consumer innovativeness is 0.000 which is lower than α-

value 0.05 so there is significant influence of consumer innovativeness toward

purchase intention (based on Table 4.15). Consumer innovativeness gives

influence to purchase intention because innovation is personality aspect associated

with consumer acceptance of a new ideas and desire to try brand new product,

then consumer with higher innovativeness personality tend to do more evaluation

on brand extension’s products as its stated in chapter II.

This result is familiar with the research of Rahmadhany (2011) about the

influence of brand extension toward purchase intention (a study of pepsodent

mouthwash). It is stated that consumer innovativeness has significant influence

toward purchase intention.

51

CHAPTER V

CONCLUSION AND RECOMMENDATION

In the last chapter of this research, the researcher will discuss the conclusion and

future recommendation that’s developed from quantitative analysis about the

influence of brand extension toward purchase intention for beauty products, a case

study of Pond’s beauty products in Jakarta. The analysis is conducted to discover

the specific impact of perceived risk, consumer perception fit, reputation, and

consumer innovativeness toward purchase intention.

5.1 Conclusion

Based on research result and discussion, it can be conclude as follow:

1. There is partial influence of brand extension which is perceived risk


2. There ispartial influence of brand extension which is consumer perception

fit toward purchase intention.

3. There is no partial influence of brand extension which is reputation toward

purchase intention.

4. There is partial influence of brand extension which is consumer innovation


5. There is simultaneous influence of brand extension (perceived risk,

consumer perception fit, reputation, and consumer innovativeness) toward

purchase intention.

5.2Future Recommendation

Based on the conclusions obtained in this study, the recommendations proposed as

a complement to the results of the study as follows:

1. For PT. Unilever Indonesia Tbk.:

Brand extension strategy which has done by PT. Unilever Indonesia Tbk. has been

very good because of the compatibility of the parent brand and brand expansion,

52

but it’s better for the company to market Pond’s beauty products even more

through electronic media and print media. It’s a must because there have been

many competitors that have equivalent quality with Pond’s and they try to pursuit

the fame that’s owned by Pond’s. If PT. Unilever Indonesia Tbk. promotes their

products in a variety of media, the consumer will be easier to get information, thus

increasing consumer knowledge about Pond’s beauty products and will help

reduce the risk of insecurity of consumers about the results and benefits that

would be obtained if they consume the products and it will also increase

consumer’s purchase intention.

2. For future researcher:

Future researchers can develop this research by examining other factors that might

influence purchase intention, such as intelligence factor or planning, and choose

different object of study by selecting service industry. Future researchers can also

use other methods in researching consumer purchase intention, for example

through in-depth interviews and observations, so that the information obtained can

be varied.

53

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Kasus pada Konsumen Pepsodent di Kota Yogyakarta).

Rahmadhany, S (2011). Pengaruh Perluasan Merek terhadap Minat Beli

Konsumen (Studi pada Pepsodent Mouthwash).

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dan Promosi terhadap Minat Beli pada Zalora Online Store.

Wahyuni, H (2013). Pengaruh Iklan dan Harga terhadap Minat Beli pada PT.

Darussalam Berlian Motor Mitsubishi Banda Aceh.

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Intention: Implications for Brand Management. Journal of Brand

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Consumer Online Purchasing DecisionKyung, Seo-Bo (2012). The Impact

of Consumer Innovativeness, Attitude, and

55

Subjective Norm on Cosmetic Buying Behavior: Evidence from APU

Female Student. Journal of Marketing Reserach.

Khairunnisak, R., Firman (2015). Pengaruh Dimensi Perluasan Merek

terhadap Minat Beli Produk Perluasan Merek Asus (Studi pada

Smartphone Asus oleh Mahasiswa UNP). ISBN : 978-602-17129-5-5.

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di Kota Denpasar. ISSN : 2337-3067.

56

APPENDIX 1

R-Table

57

TABEL R STATISTIKA

DF = n-2 0,1 0,05 0,02 0,01 0,001

r 0,005 r 0,05 r 0,025 r 0,01 r 0,001

1 0,9877 0,9969 0,9995 0,9999 1,0000

2 0,9000 0,9500 0,9800 0,9900 0,9990

3 0,8054 0,8783 0,9343 0,9587 0,9911

4 0,7293 0,8114 0,8822 0,9172 0,9741

5 0,6694 0,7545 0,8329 0,8745 0,9509

6 0,6215 0,7067 0,7887 0,8343 0,9249

7 0,5822 0,6664 0,7498 0,7977 0,8983

8 0,5494 0,6319 0,7155 0,7646 0,8721

9 0,5214 0,6021 0,6851 0,7348 0,8470

10 0,4973 0,5760 0,6581 0,7079 0,8233

11 0,4762 0,5529 0,6339 0,6835 0,8010

12 0,4575 0,5324 0,6120 0,6614 0,7800

13 0,4409 0,5140 0,5923 0,6411 0,7604

14 0,4259 0,4973 0,5742 0,6226 0,7419

15 0,4124 0,4821 0,5577 0,6055 0,7247

16 0,4000 0,4683 0,5425 0,5897 0,7084

17 0,3887 0,4555 0,5285 0,5751 0,6932

18 0,3783 0,4438 0,5155 0,5614 0,6788

19 0,3687 0,4329 0,5034 0,5487 0,6652

20 0,3598 0,4227 0,4921 0,5368 0,6524

21 0,3515 0,4132 0,4815 0,5256 0,6402

22 0,3438 0,4044 0,4716 0,5151 0,6287

23 0,3365 0,3961 0,4622 0,5052 0,6178

24 0,3297 0,3882 0,4534 0,4958 0,6074

25 0,3233 0,3809 0,4451 0,4869 0,5974

26 0,3172 0,3739 0,4372 0,4785 0,5880

27 0,3115 0,3673 0,4297 0,4705 0,5790

28 0,3061 0,3610 0,4226 0,4629 0,5703

29 0,3009 0,3550 0,4158 0,4556 0,5620

58

APPENDIX 2

T-TABLE

61

APPENDIX 3

F TABLE

63

APPENDIX 4

QUESTIONNAIRE

64

“The Influence of Brand Extension toward Beauty Products”

(A Case Study of Pond’s in Jakarta)

Introduction to Questionnaire

Dear Respondents,

My name is Grace Yulia Christina, a last semester student majoring in

International Business Management of President University. It will be very

helpful for my research if you are willing to spare some of your times to fill up

this questionnaire. Thank you for taking the time to participate in data collection

for my thesis research about purchase intention. This survey will only take

approximately 5 minutes. All information given is confidential and will be strictly

used for academic purposes only.

Nama saya Grace Yulia Christina, mahasiswa semester akhir jurusan Manajemen

Bisnis Internasional di President University. Penelitian saya akan sangat terbantu

jika anda rela meluangkan waktu untuk mengisi kuesioner ini. Terimakasih karena

anda telah meluangkan waktu dan ikut berpartisipasi dalam pengumpulan data

untuk penelitian thesis saya tentang minat beli. Survei ini akan menghabiskan

waktu kira-kira 5 menit. Semua informasi yang diberikan adalah rahasia dan akan

benar-benar digunakan hanya untuk tujuan akademik.

65

SECTION I

--------------------------------------------------------------------------------

Name (Optional)

Do you live in Jakarta? (Apakah

kamu tinggal di Jakarta?”

a. Yes

b. No (If no, don’t continue to the

next question)

Have you ever been or currently

using Pond's face wash? (Apakah

kamu pernah atau sedang

menggunakan sabun cuci muka

Pond's?

a. Yes

b. No (If no, don’t continue to the

next question)

Do you ever use Pond's beauty

products? (Apakah kamu pernah

menggunakan produk kecantikan

Pond’s?)

a. Yes (If yes, don’t continue to the

next question)

b. No

Section II

--------------------------------------------------------------------------------

Respondent Profile

Gender a.Male (Laki-laki)

b. Female (Perempuan)

Age a. < 16 years old

b. 16 – 25 years old

c. 26 – 35 years old

d. 36 – 45 years old

e. > 45 years old

Education a. Senior High School (SMA)

b. Diploma (D3)

66

c. Bachelor (S1)

d. Master (S2)

e. Doctorate (S3)

Occupation a. Student (Siswa/Mahasiswa)

b. Employee (Karyawan)

c. Entrepreneur (Wirausaha)

d. Others (Yang lainnya)

Domicile a. North Jakarta (Jakarta Utara)

b. South Jakarta (Jakarta Selatan)

c. West Jakarta (Jakarta Barat)

d. East Jakarta (Jakarta Timur)

e. Central Jakarta (Jakarta Pusat)

Monthly Income a. ≤ Rp 500,000

b. ≥ Rp 500,001 - Rp 2,500,000

c. ≥ Rp 2,500,001 - Rp 4,500,000

d. ≥ Rp 4,500,001

Section III

--------------------------------------------------------------------------------

Filling Instructions

In this section, please choose the right statement based on your opinion. There

will be five options: (Pada bagian ini, pilihlah jawaban yang benar sesuai dengan

pendapat anda, akan tersedia lima pilihan)

1 : Strongly Disagree (Sangat Tidak Setuju)

2 : Disagree (Tidak Setuju)

3 : Neutral (Netral)

4 : Agree (Setuju)

5 : Strongly Agree (Sangat Setuju)

--------------------------------------------------------------------------------

A. Perceived Risk 1 2 3 4 5

67

The use of “Pond’s” name on Pond’s beauty products

convince me about the benefits that will be provided.

(Penggunaan nama "Pond's" pada produk kecantikan

Pond's meyakinkan saya tentang manfaat yang diberikan)

The use of “Pond’s” name makes me confident about the

quality of Pond’s beauty products.

(Penggunaan nama "Pond's" membuat saya percaya pada

kualitas dari produk kecantikan Pond's)


give certainty about the result that will be obtained if

using the products.

(Penggunaan nama Pond's pada produk kecantikan Pond's

memberikan kepastian tentang hasil yang akan diberikan)


convinces me when i want to choose the product in

beauty product category.


Pond's meyakinkan saya ketika saya ingin memilih

produk di kategori produk kecantikan)

The use of “Pond’s” name on Pond’s beauty product

makes me sure that this product is safe to be used.


Pond's membuat saya yakin bahwa produk tersebut aman

digunakan)

B. Consumer Perception Fit 1 2 3 4 5

Pond’s face wash and Pond’s beauty products can

complement each other in their use.

(Pond’s face wash serta produk kecantikan Pond’s dapat

saling melengkapi dalam penggunaannya)

Pond’s face wash and Pond’s beauty product have the

68

same function which is beauty care products for

consumer.

(Produk Pond’s face wash dan produk kecantikan Pond’s

memiliki kesamaan fungsi sebagai produk perawatan dan

kecantikan bagi penggunanya)

Pond’s face wash and Pond’s beauty products are in the

same product category which is beauty care products.

(Pond’s face wash dan produk kecantikan Pond’s berada

pada kategori produk yang sama yaitu produk perawatan

kecantikan)

In my opinion, using “Pond’s” name on Pond’s beauty

products can provide benefits as good as face wash

product.

(Menurut saya dengan menggunakan merek "Pond’s",

maka produk kecantikan Pond’s dapat memberikan

manfaat sebaik produk face wash)

Pond’s face wash and beauty product have the same

quality.

Pond's face wash dan produk kecantikannya memiliki

kualitas yang sama)

C. Reputation 1 2 3 4 5

Pond’s face wash has good reputation.

(Pond's face wash memiliki reputasi yang baik)

The high popularity of Pond’s face wash can increase the

popularity of Pond’s beauty products.

(Tingginya popularitas Pond’s face wash dapat

meningkatkan popularitas produk kecantikan Pond’s)

Pond’s face wash has a good reputation, so it encourages

me to choose Pond’s beauty products.

(Pond’s face wash memiliki reputasi yang baik, sehingga

69

mendorong saya memilih produk kecantikan Pond’s)

I think Pond’s face wash reputation can provide positive

influence on Pond’s beauty products.

(Menurut saya reputasi Pond’s face wash dapat

memberikan pengaruh yang positif pada produk

kecantikan Pond’s)

Good reputation of Pond’s face wash makes me confident

on the quality of Pond’s beauty products.

(Reputasi Pond's face wash yang baik membuat saya

yakin dengan kualitas produk kecantikan Pond's)

D. Consumer Innovativeness 1 2 3 4 5

Pond’s brand extension from face wash category to beauty

product fit with my personality who likes to try new

products.

(Perluasan yang dilakukan produk Pond’s dari kategori

face wash ke beauty product sesuai dengan kepribadian

saya yang suka mencoba produk baru)


product fit with me who love to be trendsetter.


face wash ke beauty product sesuai dengan saya yang

senang menjadi trendsetter)


product successfully made me curious to try these

products.


face wash ke beauty product berhasil membuat saya

penasaran untuk mencoba produk tersebut)

Pond’s brand extension makes me fascinated to try the

expansion products.

70

(Perluasan merek Pond's membuat saya tertarik untuk

mencoba produknya produk hasil perluasannya)

Pond’s beauty product fit with my personality who likes

to look for new experiences.

(Produk kecantikan Pond's sesuai dengan kepribadian

saya yang suka mencari pengalaman baru)

E. Purchase Intention 1 2 3 4 5

I would like to have Pond’s beauty products.

(Saya ingin memiliki produk kecantikan Pond’s)

I am interested to try Pond’s beauty products.

(Saya tertarik untuk mencoba produk kecantikan Pond’s)

I am considering to buy Pond’s beauty products.

(Saya mempertimbangkan untuk membeli produk


I am interested in finding information about Pond’s

beauty products.

(Saya tertarik untuk mencari informasi tentang produk


I would like to know more about Pond’s beauty products.

(Saya ingin mengetahui lebih banyak tentang produk


--------------------------------------------------------------------------------

THE END

Thank you so much ! ☺

71

APPENDIX 5

RAW DATA

72

PR1 PR2 PR3 PR4 PR5 PRT CP1 CP2 CP3 CP4 CP5 CPT

5 4 5 4 5 4.6 1 2 5 2 1 2.2

5 5 5 5 4 4.8 2 2 3 2 2 2.2

2 4 4 1 3 2.8 2 2 4 2 2 2.4

2 5 2 3 2 2.8 2 3 4 2 2 2.6

3 3 3 3 3 3 4 2 3 2 2 2.6

5 5 5 5 4 4.8 2 2 2 5 2 2.6

1 5 3 2 1 2.4 2 4 4 2 2 2.8

3 1 2 3 2 2.2 3 2 3 3 3 2.8

2 1 5 5 2 3 1 2 3 4 5 3

3 3 3 3 3 3 3 3 3 3 3 3

3 3 3 3 3 3 3 3 3 3 3 3

4 3 3 3 3 3.2 5 5 5 5 5 5

1 2 3 4 5 3 5 4 3 2 1 3

4 3 4 5 4 4 2 5 4 2 2 3

4 3 4 5 4 4 2 5 4 2 2 3

5 2 5 4 1 3.4 2 5 2 4 2 3

3 3 3 3 3 3 4 4 3 2 3 3.2

4 3 4 4 4 3.8 4 2 4 3 3 3.2

2 2 2 4 4 2.8 2 2 4 4 4 3.2

3 4 4 3 3 3.4 2 4 3 2 5 3.2

4 5 4 5 4 4.4 2 2 5 4 3 3.2

3 3 4 3 3 3.2 4 4 4 2 3 3.4

4 3 3 2 3 3 4 3 4 3 3 3.4

4 4 3 4 3 3.6 3 4 4 3 3 3.4

4 4 4 4 4 4 3 2 5 2 5 3.4

5 4 5 4 5 4.6 1 5 4 2 5 3.4

4 4 4 4 5 4.2 4 2 2 5 4 3.4

5 5 4 4 5 4.6 4 4 4 4 1 3.4

2 4 4 4 2 3.2 4 4 4 2 4 3.6

3 2 2 3 4 2.8 4 4 5 2 3 3.6

4 2 4 1 1 2.4 4 3 4 4 3 3.6

4 3 3 4 4 3.6 3 4 4 3 4 3.6

4 5 4 4 5 4.4 4 4 4 4 2 3.6

3 3 2 3 3 2.8 4 4 4 3 3 3.6

2 2 2 4 4 2.8 4 4 4 2 4 3.6

4 5 5 4 3 4.2 5 5 5 5 5 5

5 5 4 5 5 4.8 4 3 4 3 4 3.6

5 5 5 5 5 5 4 4 4 2 4 3.6

4 5 4 4 5 4.4 5 4 5 3 1 3.6

2 4 2 2 2 2.4 2 5 5 2 5 3.8

2 3 2 2 3 2.4 4 4 4 3 4 3.8

2 3 2 2 3 2.4 4 4 4 3 4 3.8

2 5 1 2 5 3.4 3 4 5 3 4 3.8

4 3 3 4 5 3.8 3 4 4 4 4 3.8

4 4 4 4 4 4 4 4 4 3 4 3.8

4 4 4 4 2 3.6 5 5 3 2 4 3.8

73

4 3 5 4 5 4.2 2 4 3 5 5 3.8

4 4 5 5 4 4.4 4 5 3 2 5 3.8

4 4 3 4 4 3.8 4 4 4 3 4 3.8

4 4 2 2 2 2.8 4 4 4 4 4 4

3 4 4 4 4 3.8 4 5 5 2 4 4

2 4 5 2 2 3 5 2 4 5 4 4

3 3 3 3 3 3 5 3 4 5 3 4

4 4 4 4 4 4 4 4 4 4 4 4

2 2 5 2 2 2.6 4 4 4 4 4 4

4 5 4 5 4 4.4 5 4 5 2 4 4

4 5 5 4 5 4.6 5 4 4 2 5 4

3 3 3 3 3 3 4 4 4 4 4 4

4 4 4 4 4 4 5 4 4 5 2 4

3 2 3 3 3 2.8 4 4 4 4 4 4

3 3 3 4 4 3.4 4 4 4 4 4 4

4 4 4 4 4 4 5 5 5 5 5 5

4 4 4 4 4 4 4 4 4 4 4 4

4 4 4 4 5 4.2 4 4 4 4 4 4

3 3 3 4 3 3.2 4 4 4 4 4 4

4 4 4 4 4 4 4 4 4 4 4 4

4 4 4 4 4 4 4 4 4 4 4 4

4 4 4 5 5 4.4 4 5 5 2 5 4.2

4 4 4 4 5 4.2 4 5 4 4 4 4.2

4 4 4 5 2 3.8 5 2 5 5 4 4.2

5 5 5 5 5 5 4 4 4 5 4 4.2

5 4 4 2 5 4 4 4 4 5 4 4.2

4 4 4 5 4 4.2 5 5 5 5 5 5

5 4 4 5 5 4.6 5 4 4 4 4 4.2

4 4 5 4 5 4.4 4 5 4 4 4 4.2

5 4 5 4 4 4.4 5 4 4 4 4 4.2

5 4 4 5 4 4.4 4 5 5 2 5 3.2

4 4 4 4 4 4 5 5 1 5 4 3

4 4 5 4 5 4.4 5 5 3 3 5 4.2

4 4 4 4 4 4 4 4 5 5 4 4.4

5 5 5 5 4 4.8 5 4 5 4 4 4.4

5 5 5 5 5 5 5 5 4 5 5 4.8

4 4 4 4 5 4.2 5 5 5 4 5 4.8

4 4 4 4 4 4 5 4 5 5 5 4.8

4 4 4 4 4 4 4 4 5 4 5 4.4

4 4 4 4 4 4 4 5 4 5 4 4.4

4 4 4 4 4 4 4 4 5 5 4 4.4

4 5 4 4 4 4.2 5 4 4 5 4 4.4

5 5 5 5 4 4.8 5 5 2 5 5 4.4

2 5 5 4 4 4 5 2 5 5 5 4.4

4 5 2 4 2 3.4 5 4 5 4 4 4.4

5 4 4 5 4 4.4 5 4 4 5 4 4.4

4 4 4 5 4 4.2 4 4 5 4 5 4.4

74

5 5 5 5 5 5 4 4 4 5 5 4.4

1 2 5 2 4 2.8 4 4 5 5 5 4.6

4 4 4 4 4 4 4 5 4 5 5 4.6

5 5 4 5 4 4.6 5 5 5 4 4 4.6

4 4 4 5 4 4.2 5 5 4 4 5 4.6

5 5 5 5 5 5 4 4 5 5 5 4.6

4 5 4 5 4 4.4 5 4 4 5 5 4.6

5 2 4 2 2 3 5 4 5 4 5 4.6

4 4 4 4 4 4 5 4 4 5 5 4.6

4 4 3 4 3 3.6 5 5 5 3 5 4.6

5 4 4 5 4 4.4 5 4 5 4 5 4.6

4 4 4 5 5 4.4 5 4 5 5 4 4.6

5 5 4 4 5 4.6 4 5 4 5 5 4.6

5 4 5 5 5 4.8 5 5 5 3 5 4.6

4 5 5 5 5 4.8 5 5 5 4 5 4.8

4 4 4 5 5 4.4 5 5 5 4 5 4.8

5 5 5 4 4 4.6 4 5 5 5 5 4.8

5 5 5 5 4 4.8 5 5 5 5 4 4.8

5 5 5 5 5 5 5 4 5 5 5 4.8

4 4 4 4 4 4 5 5 5 5 5 5

3 3 3 3 3 3 5 5 5 5 5 5

5 5 5 5 5 5 5 5 5 5 5 5

4 4 4 4 4 4 5 5 5 5 5 5

4 4 4 4 3 3.8 5 5 5 5 5 5

5 5 5 5 5 5 5 5 3 1 5 3.6

4 4 4 5 5 4.4 5 5 5 5 5 5

3 4 4 3 4 3.6 5 5 5 5 5 5

5 5 4 4 4 4.4 5 5 5 5 5 5

4 5 4 5 5 4.6 5 5 5 5 5 5

5 4 5 5 5 4.8 5 5 5 5 5 5

5 5 5 5 5 5 5 5 5 5 5 5

5 5 4 4 5 4.6 5 5 5 5 5 5

RE1 RE2 RE3 RE4 RE5 RET CI1 CI2 CI3 CI4 CI5 CIT

4 5 4 5 4 4.4 4 5 4 5 5 4.6

4 5 4 5 5 4.6 5 5 5 4 5 4.8

4 2 1 2 3 2.4 4 2 2 4 4 3.2

3 3 2 2 2 2.4 2 5 2 2 2 2.6

2 3 2 5 2 2.8 2 3 2 4 1 2.4

5 5 4 5 4 4.6 5 5 4 5 5 4.8

3 4 2 2 2 2.6 2 1 4 3 1 2.2

3 3 3 3 3 3 3 3 3 3 3 3

4 1 2 2 2 2.2 2 4 4 5 2 3.4

3 2 1 3 3 2.4 3 3 3 3 3 3

3 3 1 2 3 2.4 3 3 3 3 3 3

4 4 3 4 3 3.6 3 3 3 3 3 3

75

2 3 4 5 4 3.6 4 4 4 4 4 4

4 4 3 4 5 4 3 4 5 4 5 4.2

4 4 3 4 5 4 3 4 5 4 5 4.2

5 5 4 5 4 4.6 5 4 5 4 5 4.6

4 2 1 2 4 2.6 3 4 2 4 3 3.2

3 4 3 3 4 3.4 2 4 4 4 4 3.6

4 4 4 4 4 4 4 4 4 4 4 4

5 4 5 3 4 4.2 4 5 4 3 4 4

4 5 4 5 4 4.4 5 4 5 4 5 4.6

4 4 1 3 2 2.8 2 3 3 2 2 2.4

4 4 3 3 3 3.4 4 3 4 2 3 3.2

3 4 4 4 3 3.6 3 3 3 3 2 2.8

4 5 4 5 5 4.6 2 5 5 4 5 4.2

5 4 5 4 5 4.6 5 4 5 4 5 4.6

5 5 4 4 5 4.6 5 4 5 4 5 4.6

5 5 5 5 5 5 5 5 5 4 5 4.8

4 2 2 4 2 2.8 2 2 3 2 2 2.2

4 3 2 3 3 3 1 1 3 3 3 2.2

5 5 2 2 3 3.4 4 2 2 3 2 2.6

4 3 4 3 3 3.4 3 5 4 4 3 3.8

4 4 2 4 4 3.6 2 4 2 4 4 3.2

4 5 3 4 4 4 3 3 2 2 2 2.4

5 5 5 5 5 5 4 2 4 4 2 3.2

5 5 5 5 5 5 4 3 4 4 4 3.8

4 5 2 5 5 4.2 5 4 5 4 5 4.6

5 4 5 5 5 4.8 5 5 5 5 5 5

5 5 5 5 5 5 4 5 4 5 5 4.6

5 2 2 2 2 2.6 5 5 2 2 1 3

4 4 2 4 2 3.2 2 2 2 4 2 2.4

4 4 2 4 2 3.2 2 2 5 2 2 2.6

4 4 2 4 3 3.4 3 3 3 3 3 3

5 1 4 5 4 3.8 3 4 4 3 4 3.6

4 4 4 3 4 3.8 4 4 4 4 4 4

1 4 5 4 5 3.8 4 5 5 4 5 4.6

4 5 4 4 4 4.2 5 5 5 4 4 4.6

5 5 4 4 5 4.6 5 4 5 5 4 4.6

5 5 5 5 5 5 4 2 4 4 4 3.6

4 2 2 4 2 2.8 2 2 3 2 2 2.2

3 2 2 4 3 2.8 1 3 4 2 2 2.4

2 2 5 2 4 3 2 2 4 2 5 3

5 5 5 5 5 5 3 3 3 3 3 3

1 4 4 2 4 3 4 4 4 4 4 4

2 4 2 4 4 3.2 2 2 3 4 2 2.6

5 5 5 5 5 5 5 5 5 4 1 4

5 2 2 4 4 3.4 5 5 4 5 4 4.6

3 4 3 4 4 3.6 4 4 3 3 3 3.4

4 4 3 4 4 3.8 5 4 4 4 4 4.2

76

4 4 2 5 5 4 3 3 5 3 3 3.4

4 4 4 4 4 4 4 4 5 5 4 4.4

4 5 4 4 4 4.2 3 3 4 4 4 3.6

5 4 4 4 4 4.2 4 4 4 4 4 4

5 4 5 4 5 4.6 4 4 4 5 4 4.2

5 5 5 5 4 4.8 4 4 5 5 4 4.4

5 5 5 5 5 5 4 4 4 4 4 4

5 5 5 5 5 5 4 4 5 5 4 4.4

5 5 5 5 5 5 5 4 5 5 5 4.8

5 4 4 2 5 4 4 4 4 4 4 4

2 5 3 5 5 4 5 2 4 5 5 4.2

5 4 5 4 2 4 5 5 4 4 5 4.6

5 5 5 5 5 5 4 5 4 4 5 4.4

5 5 5 5 5 5 4 4 5 5 4 4.4

4 4 4 4 5 4.2 5 4 5 4 4 4.4

5 5 5 5 5 5 5 4 4 4 5 4.4

5 5 5 5 5 5 5 4 4 4 4 4.2

5 5 5 5 5 5 5 4 4 5 5 4.6

5 5 5 5 5 5 5 5 5 5 5 5

5 5 5 5 5 5 5 5 5 5 5 5

4 4 3 2 4 3.4 4 4 4 4 4 4

5 5 5 5 5 5 5 5 5 4 5 4.8

5 4 1 4 5 3.8 5 4 5 2 1 3.4

4 4 5 3 3 3.8 5 4 5 4 5 4.6

5 4 1 4 5 3.8 4 4 5 5 5 4.6

5 5 5 5 5 5 4 4 4 4 4 4

5 5 5 5 5 5 5 4 4 4 4 4.2

5 4 4 4 5 4.4 4 4 4 5 3 4

4 5 4 5 4 4.4 4 4 5 4 4 4.2

5 2 5 5 5 4.4 5 5 5 5 4 4.8

5 5 5 2 5 4.4 5 5 5 5 5 5

5 5 4 5 4 4.6 4 5 4 5 4 4.4

5 4 5 5 5 4.8 5 3 3 4 4 3.8

5 5 5 5 5 5 4 4 5 5 4 4.4

5 5 5 5 5 5 5 5 4 5 5 4.8

4 4 3 2 3 3.2 4 4 4 4 4 4

4 2 2 4 4 3.2 4 4 4 4 4 4

5 1 1 4 5 3.2 5 5 5 5 5 5

4 1 2 5 5 3.4 5 5 5 4 5 4.8

4 5 5 2 1 3.4 4 5 5 5 5 4.8

5 5 5 5 5 5 5 5 5 5 4 4.8

5 4 5 4 2 4 1 2 2 4 4 2.6

4 4 4 4 4 4 4 4 4 4 4 4

3 5 5 5 3 4.2 5 4 5 5 4 4.6

5 4 4 5 5 4.6 4 5 5 4 5 4.6

5 5 5 5 5 5 4 4 5 5 4 4.4

5 5 5 5 5 5 4 5 5 5 4 4.6

77

5 5 5 5 5 5 5 5 5 4 5 4.8

5 3 1 1 5 3 5 4 5 5 4 4.6

4 4 1 4 3 3.2 5 4 3 4 4 4

4 5 2 5 5 4.2 5 5 5 5 5 5

4 5 4 5 4 4.4 4 4 4 5 5 4.4

5 5 5 5 5 5 5 5 5 5 5 5

4 4 1 1 4 2.8 4 4 4 4 4 4

5 5 5 5 5 5 3 4 5 3 4 3.8

1 2 5 5 4 3.4 4 4 4 4 4 4

4 5 2 2 5 3.6 4 4 4 4 4 4

5 4 4 4 4 4.2 4 5 4 4 4 4.2

4 5 4 3 5 4.2 5 5 5 4 5 4.8

5 4 5 4 4 4.4 5 4 4 5 4 4.4

5 4 5 4 5 4.6 4 5 3 3 4 3.8

5 5 5 4 4 4.6 4 4 4 4 4 4

5 5 5 5 4 4.8 5 5 4 4 4 4.4

5 5 4 5 5 4.8 5 5 4 5 5 4.8

5 5 5 4 5 4.8 5 5 5 5 5 5

5 5 5 5 5 5 4 4 4 4 4 4

PI1 PI2 PI3 PI4 PI5 PIT

4 5 4 2 5 4

5 4 5 4 2 4

2 2 4 4 4 3.2

2 3 2 2 2 2.2

4 4 4 4 2 3.6

5 4 4 5 2 4

2 2 2 3 4 2.6

3 3 3 3 3 3

1 1 5 5 2 2.8

2 3 2 2 2 2.2

3 3 3 3 3 3

3 3 3 3 3 3

4 4 4 4 1 3.4

3 4 5 5 4 4.2

3 4 5 5 4 4.2

5 5 4 5 5 4.8

3 2 4 3 2 2.8

4 4 4 4 4 4

4 4 2 4 4 3.6

5 4 3 5 4 4.2

4 5 4 5 4 4.4

2 3 2 5 1 2.6

2 2 3 4 3 2.8

2 3 3 3 4 3

5 5 5 5 4 4.8

78

4 5 4 5 4 4.4

4 4 4 4 5 4.2

4 5 4 4 5 4.4

4 4 4 2 4 3.6

3 2 3 2 3 2.6

4 3 3 2 1 2.6

5 3 4 3 4 3.8

2 4 4 4 4 3.6

1 2 3 3 3 2.4

2 2 2 2 4 2.4

4 4 5 4 4 4.2

5 4 5 5 5 4.8

5 5 2 5 5 4.4

4 5 5 4 5 4.6

1 2 5 2 1 2.2

2 2 4 2 2 2.4

2 2 4 2 2 2.4

3 3 4 2 2 2.8

3 3 4 4 4 3.6

4 4 4 4 4 4

5 4 5 5 5 4.8

2 2 5 4 3 3.2

5 5 5 5 4 4.8

4 4 2 5 4 3.8

2 3 2 3 2 2.4

1 5 5 3 1 3

2 2 2 5 5 3.2

3 3 3 3 3 3

4 4 4 4 4 4

2 2 4 2 2 2.4

5 4 5 1 1 3.2

4 5 4 5 5 4.6

3 3 3 3 3 3

2 4 4 4 4 3.6

3 3 3 3 3 3

4 4 4 4 5 4.2

4 4 4 4 4 4

3 4 5 2 2 3.2

4 5 4 4 4 4.2

4 5 5 4 4 4.4

4 4 3 4 4 3.8

5 5 5 5 5 5

5 5 5 4 5 4.8

4 4 4 4 4 4

5 4 4 2 4 3.8

4 5 4 4 5 4.4

5 5 4 5 4 4.6

79

5 4 5 4 4 4.4

4 4 5 5 5 4.6

4 5 4 4 5 4.4

5 4 4 4 4 4.2

4 4 5 2 4 3.8

5 5 5 5 5 5

5 4 4 5 5 4.6

4 4 4 4 4 4

5 5 4 5 5 4.8

1 5 4 2 5 3.4

4 5 4 5 5 4.6

4 5 5 4 5 4.6

4 4 4 4 4 4

3 4 5 4 3 3.8

4 4 4 4 4 4

4 5 5 4 4 4.4

5 5 4 5 5 4.8

5 5 5 5 4 4.8

4 5 3 4 5 4.2

4 5 4 4 4 4.2

4 4 4 5 4 4.2

5 5 5 4 5 4.8

4 4 4 4 4 4

4 4 4 4 4 4

5 5 5 5 5 5

5 5 5 4 5 4.8

5 4 5 5 4 4.6

4 5 5 5 4 4.6

1 2 5 4 1 2.6

4 4 4 4 4 4

4 4 3 5 5 4.2

5 5 5 4 4 4.6

5 5 5 4 5 4.8

4 5 5 5 4 4.6

4 5 5 5 5 4.8

5 5 5 4 4 4.6

4 5 5 4 4 4.4

5 5 5 5 5 5

4 5 4 4 4 4.2

5 5 5 5 5 5

4 4 4 4 4 4

5 4 3 4 3 3.8

4 4 4 4 4 4

5 5 5 5 5 5

4 4 4 4 4 4

5 5 5 4 5 4.8

4 4 5 4 4 4.2

80

3 5 4 4 5 4.2

1 4 4 1 3 2.4

4 5 4 5 5 4.6

4 5 5 5 4 4.6

5 5 5 4 5 4.8

5 4 5 4 5 4.6

the influence of brand extension toward purchase intention

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