THE EFFECT OF BRAND AMBASSADOR GARNIER FACE WASH

ON CONSUMER PURCHASE DECISION

Mini Thesis Proposal
Created to fulfill Research Methodology Courses

By:
Sophan Fernando S (NIM 1401153598)

PROGRAM STUDY OF INTERNATIONAL ICT BUSINESS

FACULTY OF ECONOMICS AND BUSINESS
TELKOM UNIVERSITY
BANDUNG
2018
 The Effect Of Brand Ambassador Garnier Face Wash
On Consumer Purchase Decision
Sophan Fernando S (NIM 1401153598)

1. INTRODUCTION
1.1 Company Overview
Garnier (French pronunciation: [ɡaʁnje]) is a mass market cosmetics brand from
L'Oréal that produces hair care and skin care products. The company started as a
Garnier Laboratoires in 1904, and was acquired by L'Oréal in the 1970s. The
current product line includes Fructis shampoo and conditioner, and Nutrisse hair
color. Garnier is sold in various countries around the world, with specific product
lines targeted for different skin types and cultures. In 2011, Garnier partnered
with TerraCycle to promote upcycling of container products and the introduct ion
of biodegradable products.
For more than 110 years, Garnier has created an innovative and accessible
cosmetics to cover some of the beauty needs. Until now, Garnier is the 2nd largest
brand in the L'Oreal group and sold in over 120 countries. Its strength lies in the
spirit dynamic and strong optimism.
Founded in 1904 in the city of Blois (central France) by Alfred Amour Garnier,
this brand still bears the name of its founder. Garnier offers a wide range of
beauty products through well-known children's brands around the world. Its
mission is to democratize the beauty for all, especially by providing the best
products. Due to the understanding of everyday life of people around the world
and strong scientific research, Garnier innovates in unexpected, efficient, creative
and breakthrough products.
Being a mainstay in hair dye since 1960 with their Belle Color brand, Garnier
never stops innovating with Nutrisse and Color Naturals, their two leading brands
in today's hair dye. Since 2012 Garnier has revolutio nized coloring with the
launch of Olia, the first permanent hair color is activated by flower oil and free
ammonia water. Garnier has built a strong relationship with consumers by
offering special hair care with Ultra DOUX and Fructis.

As a skin care expert, Garnier also offers other product options. From facial
treatments, sun care, and some of them have become essential for everyday
products. Garnier has been a skin care pioneer with BB cream and 5sec Optical
 Blur, but they are pushing back anti-aging expertise with Magic Skin Cream: the
first anti-aging skin transformer that corrects all signs of aging from first use to
long-term effects. For bodycare, Ambre Solaire is a sun care protection brand
fitted with Garnier body lotion and Garnier deodorant.
More than ever, Garnier insists his new mission is to become a democratic and
ever-increasing brand to become the number one consumer-centric product.

Vision: Garnier is committed as a beauty product that takes care of body and
face with a series of materials from nature and environmentally responsible.
Mission: Improve packaging and formula, save water and reduce waste.

1.2 Background
Every individual would want to look perfect in the eyes of other individua ls.
Because of the desires and needs of these consumers are the manufacturers began to
issue maintenance products that are now widely sold on the market. Traditio na l
medicines are commonly used to be abandoned, because to get maximum results
traditional medicines take a long time, new products are the targeted consumers to get
the maximum perfection with a short time. This need is also caused by the pattern of
consumer consumption which today always want an ease in any case.
The number of care products can be seen from the number of ads on the media that
offer a wide range of care products. Producers are competing in an effort to attract the
public and decide to buy and use their products. The producers spend not cheap to
market their products. The producers are competing to become the number one
product.
Ads are an important part of a promotion. Advertising is the process of deliver ing
messages or information to some or all audiences using media. Advertising or
advertising is defined as promoting activities or providing information through mass
media. (R. Typhoon 1992: 28).
The touch of advertising on a product is expected to generate a sense of concern in
self-audience and kemudaian can generate a sense of interest through the product
served through advertising. Ads put meaning on products or commodities, repeating
imaging associations. Interesting advertising packaging aims to influence consumers,
by showing the advantages through words, pictures, interesting story figures are
packaged apikdalam an ad impressions that are able to attract public attent ion.
Repeated ad serving (redundancy) is also a powerful strategy that can instill a profound
impression for the public that can generate the desire to buy a product.
 Ads are basically persuasive or persuade audiences with a variety of promises that
ultimately encourage someone has a desire to buy the product. One of the media to
deliver a message of advertising is television. This is because the role of television has
advantages when compared with other media in an effort to help the successful
dissemination of advertising. In an article posted on marketing.co.id, it is mentioned
that the advertising role is still significant in influencing the decision to buy for
consumers, especially in Indonesia. This is seen from the results of a recent survey
conducted by Nielsen related shopping behavior of top brands.Survey it shows, the
impact of advertising on Indonesian consumers ranked third in Asia-Pacific.
As many as 74% of Indonesian respondents admit, advertising increases their
tendency in choosing a brand. The number was narrowly competitive with Korea
(79%) and the Philippines (78%). Indonesia is also ahead of the Asia-Pacific (67%)
and the world (55%). According to the survey agency, this is driven by the explosion
of the economy and the rapidly growing middle class population so that they are
competing to search for popular brands to show their new social status.
The Indonesian Advertising Companies Association (P3I) estimates that media
advertising spending in Indonesia during 2013 will reach Rp. 124 trillion, or an
increase of about 16%. Ad spend estimated at Rp. 124 trillion, is estimated to be
absorbed by the tv media by 65% -67%, 28% -30% newspaper, and the rest of other
media including outdoor advertising (www.bisnis.com).
Television still holds the largest share of advertising spending as it is one of the
most effective mediums to advertise. Advertising television is able to influence the
emotions of people who live dispersed and heterogeneous in meeting the standards and
lifestyle of viewers. Supported by its audio and visual characteristics, television is able
to evoke the audience's appetite, especially over visual rudeness.
Companies that participated heavily promoting through advertising is PT. L'Oreal
where one of its products is Garnier Mens Face Wash. PT. L'Oreal in recent years has
always increased, but the market share has decreased slightly. This can be seen from
the market share of PT. L'Oreal from 20012-2016 in the following table.
Tabel 1.1

Market Share PT. L’Oreal Tahun 2012-2016

 Source
(https://www.google.com/search?q=market+share+pt+loreal&client=firefox-b-
ab&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiJp5ScucHZAhVBP48KHYBZ
A-sQ_AUICigB&biw=1525&bih=730#imgrc=x405G9C9BcAq6M
Based on the above table, it can be seen that cangkupan market PT. L'Oreal from
year to year is getting better. Despite good market coverage, the company's market
share fell slightly. L'Oréal has been influenced by the sales of lower hair care in
Western Europe. In addition, market growth is partly driven by commodities such as
oral and bath treatments in which L'Oréal has limited products.
L'Oréal's main focus has made it possible to make more targeted investments in
advertising, thereby growing into a major force in the industry. In cosmetic colors,
L'Oréal is the leading provider in over 19%, with the second ranked Estee Lauder
product well in the market share of 8%. It also makes a powerful step in skin care
through a number of launches based on cutting edge technology.
L'Oréal is the world's second leading beauty and personal care company, along with
Procter & Gamble at number one. If not including shaving treatments, L'Oréal's market
rankings go up to number one globally. The company has a relatively narrow focus,
exclusive in beauty and personal care, as opposed to some of its main rivals Procter &
Gamble and Unilever who are present in home care and beauty and personal care. Here
are the TOP Global Players in beauty and personal care.
According to Business Wire PT. L'Oreal is above PT. Unilever that currently
dominate the Indonesian market. However, the global market in terms of beauty and
personal care remains stable in a competitive context during the review period. With
the result that the top four in the above table are completely unchanged.
The L'Oréal rankings remain static in the first position even though the company
has lost 10 basic points in the market share, mainly due to growth in categories such
as oral care where they do not have the product as well as less dynamic in one of their
main categories of hair care, which being under strong competitive pressure.
In the global market of beauty and personal care, Unilever made the best change in
their share value in 2013 thanks to the acquisition of Alberto Culver-, which increased
its presence in Australasia, Eastern Europe and North America during the year. The
acquisition helped Unilever to jump further from Colgate-Palmolive to challenge
closer to second place L'Oréal.
Shiseido Ltd increased their share value in 2013 thanks to the acquisition of Bare
Escentuals in the US market, as the company increased international expansion in
recent years. But the difficult sales in Japan's domestic market caused them to erode
the company's stock in 2013.
Various ways taken by the company so that the product remains in demand by
consumers, one of which is to make a celebrity as a star or as a brand ambassador. One
of the goals of choosing a brand ambassador is to invite consumers to use a company's
products and to increase sales. The use of brand ambassadors must go through a
number of considerations, among them the choice of being dropped on the rising
celebrity, and chosen because it can represent the character of a product. (Royan, 2005:
7).
A purchase decision by the consumer is always done on the basis of desire and need
for a product. Many things become consideration of a consumer in deciding what
products to buy. In addition to price and brand of course consumers see the brand or
brand ambassador of the brand. Choosing the right brand ambassador on a brand will
increase the sales of the product from the brand otherwise the wrong choice of brand
ambassador will lower the product sales from the brand.
Interesting advertising packaging aims to influence consumers, by showing the
advantages through words, pictures, story characters are packaged well in an ad
impressions that are able to attract public attention. Repeated ad delivery is also a
strategy in instilling a deeper impression for the public that can lead to the desire to
buy the product.
The company's strategy of incorporating brand ambassador in an advertisement is
meant to communicate a product and establish its identity and determine the image of
the product. How brand ambassador brings image is in the eyes of the audience, then
the selection of brand ambassador must be in accordance with the product represented
also from the background brand ambassador itself. The use of brand ambassadors as
an ad attraction is assessed to influence consumer preferences because brand
ambassador can be a reference in making purchasing decisions.
 Brand ambassadors are usually people who have been widely known public, such
as singers, actors / actresses, athletes and so forth. Brand ambassador also has the same
function with advertising that is as an element of persuasion in influencing consumer
emotions.
There are 4 attributes Brand Ambassador, namely:
1. Visibility
Is how far the popularity and self-image of a celebrity in the eyes of his
audience.
2. Credibility
The extent of the star's skill and objectivity.

3. Attraction
There are two important things in the use of celebrities, first is the level of
favored audience, second is the level of similarity with the desired personality
with the user of the product.
4. Power
The extent to which the level of celebrity power to persuade consumers.
One of the care products that use brand ambassador as its product appeal is Garnier
Face Wash care product, PT L'Oréal Group Paris. The way in which communica tio n
integration from Garnier is worth noting. Garnier sees market segmentation and
researches the development of market trends. Garnier takes the target market based on
the segmentation of age and sex. For example, for men targeted by Garnier Men's Care
and L'Oreal for men. Meanwhile, the women's group is targeted by Garnier Face Wash
and L'Oreal Face Wash.
Every great product, certainly requires a great Brand Ambassador as well. Garnier
uses Joe Taslim as the brand ambassador of Garnier Face Wash. Joe Taslim in the field
of acting who has become an actor in the film Fast and Furious 6 this became one of
the Indonesian artist known to abroad.
"As an entertainer, I must always be ready. Solid schedules, long wearing of
makeup, and exposure to direct sunlight make my skin tends to be oily, dull and prone
to acne. But with this series of products, I can always show my best face and remain
confident, "said Joe when Garnier officially chose him as a Brand Ambassador so that
teenagers and adults can take care of their face of dirt, pollution, and sunlight in
everyday activities. Thus, the title of this study is "The Influence of Brand
Ambassador Garnier Face Wash Against Consumer Purchase Decision."
Gambar 1.2
Scene cut from Garnier advertising with Joe Taslim
1.3 Problem Formulation
From the description of the background of the above problems, then the
formulation of the problems put forward by researchers are:
1. "Is there any effect the Brand Ambassador has on advertising?"
2. "Is there any influence of Brand Ambassador Garnier Joe Taslim to consumer
purchase decisions?"

1.4 Research Objectives

Based on the above problems, the research objectives are: "To know the strength
of Joe Taslim's relationship as a brand ambassador to the consumer purchase
decision."
1.5 Research Benefits
The benefits of research are as follows:
A. Theoretical benefits
Theoretically, to apply our accepted science as a researcher during MBTI student,
Faculty of Business Economics, Telkom University, as well as add insight into
brand ambassador researcher and its influence on consumer purchasing decision.
B. Practical Benefits
Practically, this research is expected to be an input for the needy, and related to it
in order to further improve its quality.
 1.6 Segmentation of Research
Researchers perform several stages in this study, which include:
a. Preliminary. Search on background issues, problem formulation, research
objectives and benefits.
b. Theoretical basis. Search the theoretical basis, the frame of mind and
hypothesis.
c. Research methodology. Determine the location of research, type and source of
data, data collection methods, population and sampling techniques, measurement
of research instruments, operational definitions of variables, and methods of
analysis.
d. Overview of the Objects Observed. Find out the company's general overview of
the company's history, organizational structure of the company, and the division
of tasks at the company to be studied.
e. Results of research and discussion. The resolers include conclusions and
suggestions.
f. Conclusions and recommendations. Based on the discussion of previous
research.
2. L
2.1 Review of Research Library
2.1.1 Theoretical Summary
2.1.1.1 Promotion in the Marketing Mix
There are several definitions of marketing communication, one of which is
"Marketing Communication is a means by which companies seek to inform, persuade,
and remind consumers directly or indirectly about products and brands sold" (Kotler
& Keller 2008: 172). The process in fulfilling the needs and wants of human beings
who became the goal of marketing concepts. Starting from the fulfillment of products
(product), pricing (price), place (place), and promote the goods (promotion), which is
the element of the marketing mix.
In marketing there is a strategy called Marketing Mix, which has a very important
role in influencing consumers to buy products or services offered pasar.Kegiatan
marketing is determined by the concept called Marketing Mix.
According to Kotler and Armstrong (2007: 48) the marketing mix is basically "a
collection of controlled marketing tools that combine companies to produce the desired
response in the target market". Meanwhile, according to Djaslim Saladin (2007: 3)
marketing mix is "a series of marketing variables that can be controlled by the
company and used to achieve goals in the target market." So, the marketing mix
 consists of a set of variables that can be controlled and used by companies to influe nce
responses consumers in the target market.

There are many marketing tools, Kotler (2009: 131) popularized the division of
marketing tips into 4 (four) factors such as:
1. Product is everything that is offered to the public to be seen, held, bought or
consumed.
2. Price is the amount of money that consumers pay to buy products or replace things
belonging to the product.
3. Place is a variety of corporate activities to make products produced or sold
affordable and available to the target market.
4. Promotion is a variety of corporate activities to communicate and introduce
products on target markets.

Variable promotions include sales promotion, advertising, sales force, public

relations, and direct marketing
In its role, the marketing strategy includes any attempt to achieve conformity
between the company and its environment in order to seek rescue over the problem of
determination. The two main determinations are First what business is involved in the
company at this time and what kind of bisis can be entered in the future. Second, how
the chosen business can be successfully executed in a competitive environment based
on product perspective, price, promotion, and distribution (marketing mix) to serve the
target market.
Definition of marketing strategy according to Kotler (2004: 81) marketing strategy
is "Marketing piker patterns that will be used to achieve marketing objectives.
Marketing strategy contains specific strategies for target markets, positioning,
marketing mix, and the amount of marketing spending.

2.1.1.2 Promotion Mix Concept in Promotion

Promotion is one of the critical success factors of a marketing program. No matter
how good a product is, if the consumer has never heard it and is not sure that it will be
of use to the brand, they will never buy it. Promotion is one part of marketing, where
a company in doing marketing strategy can be done with the concept of promotion mix
(promotion mix). "Promotion is a means used by the company in an effort to inform,
persuade, remind consumers directly or indirectly about the product and the brands
they sell "(Kotler and Keller 2007: 204).
Achieve by the company when the promotion is executed is really appropriate so
that the implementation of the campaign can run as effectively as possible. In addition
manufacturers are promoting as well to convey informa tion about the product, product
positioning, and added value of the marketed product.

In the delivery of such information, manufacturers usually use the basic concept of
promotional mix, because the producers use various types of promotion to market a
product. According to Kotler and Keller (2009: 510) promotion mix is "a set of
complementary and mutually supportive tools that can be used in promotiona l
activities".

Some elements of promotion mix according to Kotler and Keller (2009: 512)
include:

1. Advertising

2. Sales Promotion

3. Direct Marketing

4. Public Relation

5. Personal Selling

6. Event Marketing

7. Word of Mounth Marketing

In forming the promotion mix according to Ebbert and Griffin (2008: 176),
marketing should match the five stages in the purchase decision process, including:

1. When the first consumer realizes the need to make a purchase, the producers
use advertising and publicity to ensure buyers are aware of their products.
2. As consumers seeking information, advertisements and personal sellers
(personal selling) is an important method to educate consumers.
3. Personal selling can be important for consumers to compare competing
products.
4. When consumers are ready to buy, then sales promotion can be effective
because it can provide stimulus to consumers to buy.
5. Once they make a purchase, advertising can be a method to increase the
consumer that he has made a choice of product or a wise buying decision.

Of the five statements, advertising and sales promotion is part of the promotion mix
that can stimulate consumer purchasing decisions. Advertising to be effective is to do
it repeatedly and continuously so it is easy to remember in the minds of consumers and
advertising functions to stimulate consumer decisions are achieved

2.1.1.3 Advertising (Advertising)

Advertising basically is one of the special forms of communication to fulfill the
function of marketing. Advertising should be able to persuade consumers to behave in
accordance with the company's marketing strategy to get sales and profit. In addition
advertising is also seen as one of the most effective media in communicating a product.
In addition, the advertising launched by each company is none other than to keep
consumers interested and hope not to turn to similar companies.
 According to Kotler (2005: 254) "Advertising is any form of nonpersonal
presentation, promotion of ideas, promotion of goods or services performed by paid
sponsors".
The advertising program is designed to change the consumer from not knowing a
brand to being willing to try, buy and then buy again. Each ad must have a clearly
defined purpose. Goals and objectives are a specific communication task and the level
of achievement must be obtained with a particular audience in the period certain time.
Kotler (2009: 225) explains that the quality of advertising is determined by his ability
as:
1. Public presentation: everyone receives the same message about the product
being advertised.
2. Pervasiveness message: the same advertising message can be repeated to
establish the acceptance of information.
3. Amplified expressiveness: ads are able to dramatize the company and its
products through images and sounds to arouse and influence the feelings of
audiences.
4. Impersonality communication: advertising is not forcing audiences to pay
attention and respond, as it is a monologue communication.

2.1.1.3.1 Advertising Objectives and Functions

The advertisement used to promote a product to the consumer is intended to make

the consumer perform an action desired by the advertiser. The purpose of the
advertisement by Phil Astrid S. Susanto cited by Soemanagara (2006: 49) is:

1. Awaken communicant and give information about a goods, service, or idea.

2. Grow in a communicant a feeling like the goods, services or ideas presented
with a perception to him.
3. Convince the communicant of the truth about what is advisable in advertising
and move to try to have and use the goods or services recommended.

Advertising functions must flow from previous decisions about the target market,
market position, and marketing mix. The advertising function is also described by
Russell Coley in Kotler (2009: 277-278) such as:

1. Informative (inform)
Ads can create awareness and knowledge about new products or new product
features or pre-existing products.
2. Persuasive (persuading)
Ads can create likes, preferences, beliefs, and purchases of a product or service.
3. Reminding (reminder)
Advertising can be a stimulus for consumers to buy back a product or service.
4. Reinforcement (reinforcement)
Ads can convince buyers that they have made the right choice.

2.1.1.3.2 Ad Attraction

According to George and Michael Belch in Morissan (2007: 265), the power of
advertising or advertising appeal refers to the approach used to attract the attention
of consumers or affect their feelings towards a product.As stated by Sandra E.
 Moriarty in Morissan (2007: 265) an ad attraction can also be understood as
something that moves people, speaks of their wants or needs and arouses their
interest.
Basically there are various attractions that can be used as a basis in preparing an
advertising message. In general, the attraction can be grouped into two categories:
1. Informative or rational appeal

This appeal emphasizes the fulfillment of the consumer's need for practical,
functional aspects and also emphasizes the attributes of a particular product or
product brand benefits (Morissan 2007: 266)

According to Belch (2001) in Morissan (2007: 266), some types of rational appeal
are:
a. Ads that use attribute appeal
b. Ads with competitive appeal
c. Ads with price appeal
d. Ads with news appeal
e. Ads with popularity appeal

2. Emotional appeal

The emotional appeal is the attraction associated with the social and psychologica l
needs of consumers in purchasing products. According to Camp and Macinnis in
Morissan (2007: 267), advertising often uses the concept of emotional integratio n
where advertising seeks to portray the character of people who experience
emotional benefits after using a product.

Meanwhile, according to Shimp (2003) in Morissan (2007: 267) emotional dance

power commonly used in advertising is:

a. The appeal of a supporting role (brand ambassador or endorser)

b. The attractiveness of humor in advertising

c. The appeal of fear

d. Use of sexual elements

Given the enormous competition, an advertisement must differentiate itself from

other advertisements. One step that can be used is to use brand ambassador on
advertising a product or service.Brand ambassador can be a powerful attraction that
can affect consumer behavior.

2.1.1.4 Brand Ambassador Concept

2.1.1.4.1 Understanding Brand (Brand)

According to Kotler (2003: 349) "brand is a name, symbol, sign, design or

combination of them to be used as the identity of an individual, organization or
company on goods and services owned to distinguish with other products".

Kotler (2003: 350) adds that a brand is a complex symbol that explains the six
levels of understanding:
 1. Product attributes

Brands give memory to certain attributes of a product.

2. Benefits

Attributes that can be remembered through the brand must be translatable in the
form of benefits both functionally and emotionally beneficial.

3. Value

Brand reflects the value that a product manufacturer has.

4. Culture

Brands present a particular culture.

5. Personality

Brands can be projected on a particular personality.

6. Users

Brands group the types of consumers who will buy or consume a product.

With a brand that makes the product one different from the other is expected to
facilitate the consumer in determining the product to be consumedberdasarka n
various considerations and lead to loyalty to a brand (brand loyalty)

2.1.1.4.2 Brand Identity

The identity of a brand is a message that a brand sends through a product display
form, symbol, name, advertisement, etc. Brand identity is closely related to the
brand image because brand image refers to how consumers perceive a brand.

Facts in the field is often found that there is a difference of perception between
the message to be conveyed by the marketer with a message received by consumers
Herein lies the challenge of a marketer in planning a message a brand that would
be communicated to targeted target market. (Doyle, 1998)

Tabel 2.1 Brand Identity and Brand Pyramid

 The concept of a brand pyramid was introduced by Kapfferer (1994), where the
pyramid consists of three layers of stages. The first layer is the brand core, which is the
fundamental or genetic code of the essence of a brand, which is fixed all the time. The
middle layer is the brand style, the layer that conveys the brand core. Brand styles
include: the terms of cultural values conveyed, eg western culture; brand personality, eg
self-confidence; and the image or projection of the brand itself, eg professionals.

While the last layer in the pyramid is the brand themes, the way how a brand is
communicated through advertising, publications, packaging, etc. The theme of a brand
consists of the physical appearance of a product such as colors, logos, and packaging;
reflections from brands, eg advertising endoserser; and expressed relationships, such as
glamorous, friendly.

Understanding and understanding the brand pyramid concept will help marketers
in creating, planning, maintaining, developing, and communicating the brand identity
of a product or company.

2.1.1.4.3 Brand Ambassador

Marketing and advertising practitioners believe that message delivery characters

have a significant impact on the persuasive power of messages displayed in
advertisements. In the advertisement testimonials, consumers are usually selected as
product endorsers because of the target audience similarity factor. Although this kind of
practice lasts, the rapidly growing trend is the use of brand ambassador celebrity, be it
actor / actress, athlete, tv broadcaster, emcee, or other celebrities.

To increase interest in a product or service company usually use brand ambassador

to attract consumer attention, besides brand ambassador very influential to image of the
product because it is identical with product which he represent.

The use of selebrity in brand ambassadors in accordance with the characteristics

of a product, can increase the interest of the audience to buy a product or service from
a company because with the image of an ambassador, the audience seemed inspired to
be like a celebrity on the brand because it has used products or services that have brand
 ambassador. In addition, to establish the trustworthiness (the truthworthiness) of the
audience can also be easily achieved by the use of an ambassador.

2.1.1.4.4 Attribute of a Brand Ambassador

Brand ambassador has several attributes that have been developed by Rossiter and
Percy (Royan, 2005: 15-19), according to the characteristics of brand ambassador
should be tailored to the communication objective to be achieved. One of them is using
VisCAP method consisting of 4 (four) elements, namely:

Visibility

It is how far the inherent popularity of a celebrity representing the product, as well
as the self-image of a celebrity in the eyes of his audience.

Credibility

The extent of the star's skill and objectivity. This expertise will involve a celebrity's
knowledge of the product to be advertised and objectivity refers more to the ability
of celebrities to trust the product. Trust refers to the honesty, integrity and
confidence of a source.

Attraction

There are two important things in the use of celebrities when connected with
attraction, the first is the level of the audience, the second is the level of similar ity
with the desired personality with the user of the product, both of which can not be
separated and must co-exist.

Power

It is the extent to which the celebrity's level of power is to persuade consumers to

consider the product being advertised for consumption.

A brand ambassador is someone who can represent a product or company and can
talk a lot about represented products, thereby providing a great impact on the sale
of products to consumers. A brand ambassador must match the product and its
target market to successfully establish its own identity for the product and
distinguish it from the others.

Brand ambassador as an introduction to information from the company

(expectanty value theory approach), Martin Fishbein (1970) expectanty value
theory in the book marketing celebrities Frans M. Royan (2005: 20) is one of the
mass communication theory that examines the effect of media usage by viewers
viewed from the interests of its users. This theory suggests that one's attitude toward
media segments is determined by their value and their evaluation of the media.
Value Expectantcy Theory has 3 basic components:

1. Individuals respond to new information about a thing or action by

generating a belief of the thing or action.
2. Each individual gives a value to every trait where the beliefs are dependent
or nerdasar.
 3. A hope is formed or modified based on the results of calculations between
beliefs and values.

Based on the approach can be explained that attitudes can be changed by changing
one's beliefs because one's attitude is a collection of beliefs about a thing, where the
belief can be changed with the information. And a brand ambassador should be able
to give confidence to the audience of the attributes that have to the information of
the company is acceptable and the audience sure of the performance of a company's
products.

2.1.1.5 Concept of Consumer Purchase Decision

2.1.1.5.1 Definition of Purchase Decision

Some experts define the notion of purchasing decisions such as:

1. The purchase decision is the consumer's decision regarding the preferences of

the brands within the set of options (Kotler and Keler, 2009: 240).
2. Another definition of purchasing decisions is the buyer's decision about which
brands to buy (Kotler and Armstrong, 2008: 181).
3. Consumers can form the intention to buy the most preferred brand. However,
there are two factors that can lie between purchase intention and purchase
decision, ie unanticipated situation attitude and factor (Kotler, 2005: 227).
4. Purchasing decision stage occurs when the consumer has evaluated and
established preference for existing brands within the set of options. Consumers
can also form the intention to form the most preferred brand. In carrying out
the purpose of purchase, consumers can take five sub-decisions, namely:
product, brand, dealer, quantity, time, and method of payment (Kotler and
Keller, 2007: 240).

2.1.1.5.2 Factors Affecting Consumer Behavior

To understand the target consumers and the type of decision process they are
going through is an important task for a producer. In addition, producers also perku
know other actors that influence buying decisions, understand the behavior of
consumers at every stage of purchase and the factors that affect their behavior.

Kotler and Keller (2008: 166) say there are four factors that affect consumer
behavior, namely:

1. Cultural Factors
2. Social Factors
3. Personal Factors
4. Psychological Factors

Although these factors have a strong impact on a consumer's choice, the effect on
purchasing, actual is sometimes weak or ignored. Some consumers, for example
 who uphold brand loyalty, they regularly buy products because they are satisfied
with their performance.

2.1.1.5.3 Consumer Purchase Decision Process

Kotler and Keller (2008: 185) suggested that there are five stages through which
consumers in the decision- making process can be explained below.

1. Problem recognition

The process begins when the buyer is aware of a problem or need. The buyer feels
the difference between the actual state and the number of desired circumstances.
This need is due to internal and external stimuli.

Marketers need to identify the circumstances that trigger a particular need. By

gathering information from a number of consumers, marketers can identify the
stimuli that most often arouse interest in certain product categories. Marketers can
then develop marketing strategies that can spark consumer interest.

2. Information Search

Consumers who want to meet their needs will be encouraged to search for product
information. The search for information consists of two types according to its level.
First is the increased attention, which is characterized by the search for mediocre
information. Second, an active information search is done by searching for
information from all sources. Sources of consumer information are classified into
four groups:

a. Personal sources: family, friends, neighbors, acquaintances.

b. Commercial sources: ads, sellers, retailers, store displays.

c. Public sources: media: times, ratings organizations.

d. Experience sources: handling, assessment and use of the product.

3. Alternative Evaluation

After the search for information, consumers will face a number of choices about
similar products. Selection of these alternatives through several stages of a specific
evaluation process. A number of basic concepts will help to understand this process.
The first is the nature of the product, that every consumer perceives a product as a
set of certain traits or characteristics and tailored to their needs. Second is the
consumer seeking the benefits of the products offered tersebut.Ketiga is the
consumer perceives each product as a collection of attributes that have differe nt
capabilities in providing benefits that can satisfy the needs.

4. Purchase Decision

At the evaluation stage, the consumer establishes a preference for the products that
are in the set of choices. Furthermore, the consumer makes a decision to purchase
the selected product through various considerations.

5. Post Purchase Behavior

 After making a purchase, consumers will experience a level of satisfaction and
dissatisfaction. Marketers' tasks do not end when the product is purchased.
Marketers should monitor post-purchase satisfaction, post-purchase behavior, and
use of post-purchase products.

a. Satisfaction post purchase

Consumers basing their expectations on the information they receive about the
product. If the reality that they can turn out to be different from the expected, then
they feel dissatisfied. If the product meets expectations, they will be satisfied.

b. Post purchase action

Satisfaction and dissatisfaction with the product will affect subsequent consumer
behavior if the consumer is satisfied, it will show a higher possibility to buy back
the product. Dissatisfied customers may discard or possibly return the product.
Marketers can use various ways to reduce this dissatisfaction. Post-purchase
communications with buyers have been shown to result in reduced product returns
and order cancellations. It is also a great way to keep customers. For example with
a suggestion system, send a letter or call the person who has purchased the product.

c. Use and disposal after purchase

Marketers should also monitor buyers using and disposing of certain products. If
consumers keep the product in the cabinet for good, the product may not be very
satisfactory. If the consumer sells or exchanges the product, sales of new products
will decrease. If consumers dispose of a particular product, marketers need to know
how they dispose of it, especially if it can damage the environment.

2.2 Previous Research

Previous research will discuss the findings of past research that has been tested
but on an unspecified scope. From this discussion, it should be concluded whether
there is already a critique or reinforcement of existing theories, which will be the
basis of the research that the author did. The findings can be sourced in the form of
theses, journals and textbooks.

Literatu Judul Peneliti Sumber Variabel Hasil

re
1. Analisis Pengaruh Ana Fitriyatul Scribd.com Selebriti Adanyaa
Selebriti Endorser Bilgies Endorser, Citra pengaruh kuat
Terhadap Citra Merek. dari
Merek Pada Iklan penggunaan
Produk Sabun Selebriti
 Mandi Nuvo di Endorser
Surabaya. terhadap citra
2. Norma http://ejournal.un Selebriti produk sabun
Analisis Pengaruh Herinta dip.ac.id Endorser, daya mandi Nuvo.
Daya Tarik, tarik terhadap
Keterpercayaan merek.
Serta Keahlian
Selebriti Endorser
Terhadap Sikap Adanya sedikit
3. Terhadap Merek. Nurul http://repository. Selebriti pengaruh oleh
Chaerani gunadarma.ac.id Endorser, Brand masyarakat
Pengaruh Image terhadap
Selebriti Endorser penggunaan
Iklan Televisi Selebriti
4. terhadap Brand Ayu Kusuma http://ejournal.un Citra Merek dan Endorser,
Image Shampoo Melati esa.ac.id Celebrity tergantung
L’Oreal Widyastuti Endorser, pada siapa
Keputusan Selebriti
Pengaruh Citra Pembelian tersebut.
Merek dan
Celebrity
Endorser
5. Terhadap Iwan Widodo http://ejurnal.um Brand
Keputusan pwr.ac.id Ambassador, Faktor
pembelian keputusan celebrity
Pembalut Wanita pembelian endorser
Charm. (familiarity,
relevance,
esteem, dan
differentiation)
Pengaruh Brand secara
Ambassador bersama-sama
Terhadap memiliki
Keputusan pengaruh
Pembelian Sepeda terhadap
Motor Merek Bramd Image
Hoda Vario
 pada produk
L’Oreal

Berdasarkan
hasil analisis
dengan
menggunakan
software SPSS
dan
pembahasanny
a, dapat
disimpulkan
bahwa,
terdapat
pengaruh citra
merek terhadap
keputusan
pembelian
pembalut
wanita Charm,
dan terdapat
pengaruh
celebrity
endorser
terhadap
keputusan
pembelian
pembalut
wanita Charm.

Variabel
trustworthiness
, expertise,
physical
attractiveness,
respect, dan
similarity
 berpengaruh
positif dan
signifikan
terhadap
keputusan
pembelian
sepeda motor
Honda Vario.

2.3 Hypothesis
Ha: The influence of brand ambassador Joe Taslim against consumer purchasing
decisions against Garnier Face Wash
Ho: The absence of brand ambassador Joe Taslim's influence on consumer
purchasing decisions against Garnier Face Wash

2.4 Scope of Research

2.4.1 Variables and Sub-variables Research
In this study there are independent variables (independent variable) is brang
ambassador consisting of sub-variable, visibiliti, attraction, power, and credibility.
As for this research is dependent variable (dependent variable). That is a purchase
decision that consists of understanding the existence of the problem, the search for
alternative information, alternative evaluation, purchase, post purchase usage.

2.4.2 Location and Research Objects

Researchers conducted this research through the distribution of kuisoner
diekitaran Telkom University campus and the object of research is the Telkom
University students who use Garnier soap.
 CHAPTER 3

RESEARCH METHODOLOGY

3.1 Type of Research

This research uses quantitative methods, as developed by Borg and Gall

(1989) in Prof. Dr. Sugiyono (2007: 7), quantitative method can be interpreted as a
research method based on positivism philosophy, used to examine the population
over a particular sample, data collection using research instruments, quantitative /
statistical data analysis, with the aim to test the hypothesis that is set .
To determine the influence of brand ambassador Joe Taslim against the purchase
decision of Garnier face wash, this research uses causality approach. According to
Prof. Dr. Sugiyono in his book (2007: 37), a causal relationship is a causal
relationship. So here there are independent variables (variables that affect) and
dependent (influenced).

To determine the influence of brand ambassador Joe Taslim against the

purchase decision of Garnier face wash, this research uses causality approach.
According to Prof. Dr. Sugiyono in his book (2007: 37), a causal relationship is a
causal relationship. So here there are independent variables (variables that affect)
and dependent (influenced).

3.2 Operationalization of Variables and Measurement Scale

Variables become very important in research activities, considering the

variable is a tool and means of measuring. Prof. Dr. Endang Mulyatiningsih (2012:
2) suggests that the variable is a characteristic that is contained in an individual or
object that indicates the existence of a difference (variation) value or condition. The
same characteristics for all individuals (eg number of eyes, number of noses,
number of ears) are not included in the research variables because there is no
variation between individuals. The underlying assumption is that all normal people
have the same number of eyes, nose, and ears.

In this variable there are independent variables that influence brand

ambassador (X) consisting of visibility, credibility, attraction, and power. Also the
dependent variable purchase decision (Y), to examine in more detail can be seen in
the following table.
 Table 3.1

Variable Operationalization

Variable Sub Indicator Sub Indicator Item Scale

Variable
Brand Visibility Known to I know Joe Taslim before 1
Ambassador the People becoming a Garnier face wash ad
(X) Performan Joe Taslim's appearance in 2
ce Garnier face wash's TV
commercial caught my attention
Self Image Joe Taslim is an talented actor 3
Credibility Product In Garnier face wash ad, Joe 4
Knowledg Taslim was able to use the product
e well
In Garnier face wash ad, Joe 5
Taslim was able to look very
confident when using the product
Attraction Likeability I love Joe Taslim in Garnier face 6
wash ads because his pens are
interesting
Personalit After seeing Garnier face wash ads 7
y I wanted facial skin like Joe
Taslim after using the product
Power Persuasive In Garnier face wash, Joe Taslim 8
made me interested to use the
product
Jingle which Joe Taslim said 9
makes me interested to take better
care of myself
Purchase - Brand I purchased a Garnier face wash 10
Decision Decision product based on the positive
(Y) brand image generated by the
Brand Ambassador
I chose the Garnier face wash 11
brand based on the quality of the
product delivered by Brand
Ambassador
Supplier I chose Garnier face wash because 12
Decision the shop or the seller was
affordable
I choose to buy Garnier face wash 13
because the price is affordable
Purchase I did not take long to buy Garnier 14
Time face wash

I purchased Garnier face wash 15

product based on Brand
Ambassador within a certain time
Amount of I bought more than one Garnier 16
Purchase face wash product because of the
need factor
 Payment I bought more than one Garnier 17
Method face wash product because of the
need factor

3.3 Research Stage

Image 3.1 Research Stage

IDENTIFY THE PROBLEMS

REVIEWING RESEARCH PURPOSES

LITERATURE STUDIES

DETERMINING VARIABLES X and VARIABLES

Y

SEARCH DATA SUPPORT RESEARCH

COMPILATION AND SPREADING

QUESTIONER

DATA PROCESSING

DATA ANALYSIS

CONCLUSION AND RECCOMENDATIONS

3.4 Population and Sample

3.4.1 Population

Scientific research has a population as a source of information needed in a

study. Some experts have population limits, that the population is the whole
individual or particular units as members or sets in a particular class or group.
Population is a totality of values that may be either a result of calculation or size,
quantitative or qualitative on certain characteristics of a complete set of objects and
clear.
 According to Nanang Martono in the book Quantitative Research Methods
(2010: 66) suggests that the population is the whole object or subject that is in a
region and meet certain conditions relating to research problems or overall units or
individuals within the scope to be studied.

3.4.2 Sample

The sample is an approach of quantitative analysis by collecting data and

measuring using a unit of calculation. The sample is part of populations.

According to Nanang Martono in the book Quantitative Research Methods

(2010: 66) suggests that the sample is part of a population that has certain
characteristics or circumstances to be studied. Alternatively, the sample may be
defined by some members of the selected population using a specific procedure so
that it is expected to be representative of the population.

In sampling technique or sampling technique, there are two kinds of

sampling that is probability sampling and nonprobability sampling. The probability
sampling is a sampling technique that gives equal opportunity to each member of
each population to be elected as a sample member (Sugiyono, 2007), while
nonprobability sampling is a sampling technique that does not provide an
opportunity for every member of the population to be a sample member.

In this study, the authors determined that the sampling of research using
nonprobability sampling technique conducted by judgmental sampling or purposive
sampling. Nanang Martono (2010: 177) states that 'Purposive Sampling is a
purposive Sample. Sample determination technique based on certain
considerations'.

In determining the number of samples, the authors used the Slovin formula
in Umar (2011: 108), since the population is already known:

N
n=
N(d)2 +1
Information:
N = Population
N = Number of Samples
d = Precession value, with 90% confidence level = 0.1%
The total number of MBTI 2012 students is ± 480 people, the sample
determination is roughly:
 480
n=
480 (0,1)2 +1

n = (82.76) ⟶ 83
Based on the calculation, the sample obtained is 82.76 and rounded to 83
people.

3.5 Data Collection Technique

Once the individual sample is established, the researcher must collect data
that is often called the respondent. Data collection techniques to be conducted
research are:

1. Library study
That is how to collect data to compare existing theories with existing
theories in the field. This research is done by searching for books, other written
sources such as journals, websites from the internet that are certainly relevant to the
object under study.

2. Field Studies
Researchers collect field data obtained by:
Questionnaire technique, questionnaire technique is a way of collecting data by
delivering a set of questions to the research respondents. The questionnaires were
distributed by spreading a set of questionnaires written to the respondents. And the
type of instrument used in the questionnaire is closed. Respondents just choose
alternative answers that have been presented so that respondents are asked to choose
one answer that suits his characteristics.

3.5.1 Data Source

(1) Primary data, primary data is data obtained directly from original source and not
through intermediate media. Primary data can be subject matter opinions
individually or in groups.

(2) Secondary data, secondary data is data that has been obtained then studied
further or processed into tables, graphs, diagrams and informative to other parties.

3.6 Test Validity and Reliability

3.6.1 Test Validity

Validity test is a testing step performed on the content of an instrument, with

the aim to measure the accuracy of the instruments used in a study (Sugiyono,
2002). In the validity test we aim to know the extent to which the accuracy and
accuracy of a measurement instrument in performing its size function, so that the
data obtained can be relevant or in accordance with the purpose of the study.

Validity is the reliability and analysis of the measuring tools used.

Instruments are said to be valid means showing the measuring tool used to measure
what should be measured (Sugiyono, 2002: 137). Thus, a valid instrument is an
instrument that is really appropriate to measure what is to be measured.

Coefficients are said to be good or valid if the correlation value is greater

than or equal to 0.361 (Saifuddin Azwar, 2000: 153). Saifuddin Azwar argues that
with the value of α = 5% and the number of respondents as many as 30 respondents,
then the R-Table value is 0.361.

In this study, the validity test is done by giving questionnaires to a number

of respondents not the total number of respondents, but sebanya 30 respondents as
preliminary research. This is so that research can be improved if there are some
items that are not valid or reliable.

Techniques to measure the validity of the questionnaire are as follows by

calculating the correlation between data on each statement with a total score, using
<

𝑛(∑ 𝑋𝑌) − ∑ 𝑥 ∑ 𝑦
𝑟=
√[𝑛 ∑ 𝑥 2 − (∑ 𝑥)2 ][𝑛 ∑ 𝑦 2 − (∑ 𝑦)2 ]

Information:

r = correlation coefficient

∑𝑥 = number of item scores

∑𝑦 = total score

n = number of respondents

valid = if value rcount > value rtable

not valid = if value rcount < value rtable

The following is the result of validity test that has been obtained from
spreading pretest questionnaire to 30 respondents

Table 3.2

Brand Ambassador Validity Test Results

 Sub Variabel Number. rCount Information
Item
Visibility (X1 ) 1 0.593 Valid
2 0.455 Valid
3 0.476 Valid
Credibility (X2 ) 4 0.716 Valid
5 0.606 Valid
Attraction (X3 ) 6 0.559 Valid
7 0.636 Valid
Power (X4 ) 8 0.711 Valid
9 0.659 Valid
n= 30 ; α=0,05 ; rtable = 0,361

Table 3.3

Test Result Validity Consumer Purchase Decision Garnier Face Wash

Sub Variable Number. Rcount Information

Item
Purchase Decision (Y) 10 0.721 Valid
11 0.593 Valid
12 0.796 Valid
13 0.671 Valid
14 0.794 Valid
15 0.790 Valid
16 0.561 Valid
17 0.530 Valid
n= 30 ; α=0,05 ; rtable = 0,361

3.6.2 Test Reliability

The reliability test is useful for determining whether the instrument in this
case the same questionnaire will produce consistent data. In other words, the
reliability of the instrument characterizes the degree of consistency.

The type of data used in this study is the interval data, then for reliability
testing in this study using Alfa Cronbach technique. According Sugiyono (2006:
262) reliability testing by using Alfa Cronbach technique done for research using
interval data type / essay. According Darmawan (2013: 180) if the coeffic ie nt
 obtained using Alpha Cronbach method above 0.60, the instrument is reliable
research. The reliability coefficient formula using Alfa Cronbach technique is:

𝑘 ∑ 𝑆𝑖 2
𝑟𝑖 = {1 − }
(𝑘 − 1) 𝑆𝑡 2

Where : k = mean squared between subjects

ΣSi2 = mean squared error

St2 = total variance

Tabel 3.4
Brand Ambassador Reliability Test Result (X)
Cronbach's N of Items
Alpha

0.802 9

Source: Data diolah, ( 2015)

Tabel 3.5
Reliability Test Results Purchase Decision Garnier Face Wash (Y)
Cronbach’s N of items
Alpha

0.874 8

Source: Data diolah, ( 2015)

The results of the reliability test using SPSS version 20 software, showed
that the value of Cronbach's Alpha on both variables is greater than 0.6, it can be
concluded that the two variables each have coefficient of 0.802 (variable X) and
0.874 (Y variable ) can be declared reliable.

3.7 Analysis Data Technique

3.7.1 Measurement Scale

The scale used in this study is Likert scale, which is a common psychometr ic
scale used in a questionnaire. Likert is used to measure the attitudes of respondents.
Here's a table on the Likert scale:
 Table 3.2

Likert Scale

Score Response
4 Very Agree
3 Agree
2 Disagree
1 Very Disagree
Source: Riduan (2010:48)

3.7.2 Method of Successive Interval (MSI)

In this study using ordinal data on the operationalization of variables. In

parametric statistics, all ordinal data must be transformed into interval data to be
processed. To process it we can use Method Of Successive Interval (MSI). The
steps to perform the transformation are as follows:

a. Determine the frequency of answer choices based on the results of the

respondents.
b. Determine the proportion of each respondent by dividing the frequency by
the number of samples.
c. Sums up the sequential proportions for each response to obtain a cumulative
proportion
d. Determine Z for each cumulative proportion which is considered to be
spread following a standard normal distribution.
e. Calculates scale value (SV) for each response.
f. Convert the smallest scale value (SV) to be equal to one (1) and transform
each scale according to the smallest scale change to obtain the transformed
scale value (TSV).

Since mathematical operations do not apply to ordinal data, in the process

of converting them into interval data, the proportion is used to determine the value
of each ordinal point number, the proportion of which will be the basis of the
interval value of the ordinal value.

3.7.3 Linear Regression Analysis

Linear Regression Analysis is used to measure the influence between

independent variables and dependent variables, before can do a simple linear
correlation analysis required terms or assumptions as follows:
1. There is a logic relationship between the variables to be reordered
2. Variable scale at least hose scale (interval)
 3. There are preliminary studies (research, references, journals, literature, and
others) which indicate the relationship between two variables that will be regres
4. There is a causal relationship between the 2 variables to be reordered

To measure it, use the formula :

Y = a+bX

Where,

Y = Dependent variable

a = Intercept Value

b = Coefficient Regression

X = Variable Free

To determine the values of a and b are used formulas:

𝑛 ∑ 𝑥𝑖 𝑦𝑖 − ∑ 𝑥𝑖 ∑ 𝑦𝑖 ∑ 𝑦𝑖 ∑ 𝑥𝑖
𝑏= 2 ; 𝑎= −𝑏
𝑛 ∑ 𝑥𝑖2−(∑ 𝑥𝑖 ) 𝑛 𝑛

The result of a linear regression analysis is nothing but the linear equation
Y = a + bX is called the dependent variable or the response variable or the effect
variable. X is called the independent variable or the factor variable or cause, a and
b are called the alleged regression parameter or regression statistic.

3.7.4 Coefficient of Determination

This coefficient is expressed in%, which expresses the regression

contribution, physically as a result of the predictor, to the total variation of the
response response, ie Y. The greater the value of R2, the greater the contribution or
the role of the predictor to the response variation.

Regression models with R2 values of 70% or more are considered good

enough, though not always. The formula coefficient of determination is as follows :

𝑛 2
𝐽𝐾𝑅𝑒𝑔𝑟𝑒𝑠𝑖 ∑ 𝑖=1 (Ŷ 𝑖 − Ỹ)
𝑅2 = = 𝑛
𝐽𝐾𝑇𝑜𝑡𝑎𝑙 ∑𝑖=1(𝑌𝑖 − Ỹ)2
 The relationship between the X predictor and the Y response, in addition
can be expressed by the regression coefficient, ie b1, can also be expressed by the
correlation coefficient, denoted rxy. The difference, regression coefficient can be
used to predict the response value, whereas the correlation coefficient can not.
The equations that state this relationship are:

The Adjusted R Square value can rise or fall with the addition of new
variables, depending on the correlation between the additional free variable and
the dependent variable. The value of Adjusted R Square can be negative, so if the
value is negative, then the value is considered 0, or the independent variable once
unable to explain the variance of the dependent variable.

3.7.5 Hypothesis Testing

To test the truth of the hypothesis to be studied, then used t test with significant / probability
𝑟√𝑛−2
0.05 (5%) and use dk = n-2 with the formula: 𝑡 = √1−𝑟2

Under The Condition:

If tcount > ttable then Ho is rejected

If tcount < ttable then Ho is accepted