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Figure 3.1.1 Correlation between between product perception and product Image.

Correlations productperceptio n productperception Pearson Correlation Sig. (2-tailed) N productimage Pearson Correlation Sig. (2-tailed) N **. Correlation is significant at the 0.01 level (2-tailed). 100 .316** .001 100 100 1 productimage .316** .001 100 1

The pearson correlation shows that there is a positive and medium correlation between product perception and product image as the value is .316. The correlation significant is at level .01. Figure 3.2.1 correlation between celbrity endorsement and product perception

Correlations Celebrityendorse productperceptio ment Celebrityendorsement Pearson Correlation Sig. (2-tailed) N productperception Pearson Correlation Sig. (2-tailed) N **. Correlation is significant at the 0.01 level (2-tailed). 100 .570** .000 100 100 1 n .570** .000 100 1

The pearson correlation shows that there is a positive and medium correlation between celebrity endorsement and product perception The correlation significant is at level .10.

Figure 3.3.1 correlation between product image and celebrity endorsement

Correlations Celebrityendorse productimage productimage Pearson Correlation Sig. (2-tailed) N Celebrityendorsement Model 1 Pearson Correlation Sig. (2-tailed) N Method Enter 100 .365** .000 100 100 1 ment .365** .000 100 1

The pearson correlation shows that there is a positive and medium correlation between product image and celebrity endorsement The significant level is at .01. Linear regression

a. All requested variables entered.0.01 level (2-tailed). **. Correlation is significant at the b. Dependent Variable: productimage

Model Summary Adjusted R Model 1 R .365a R Square .134 Square .125 Std. Error of the Estimate .12156

a. Predictors: (Constant), Celebrityendorsement

ANOVAb Model 1 Regression Residual Total Sum of Squares .223 1.448 1.671 df 1 98 99 Mean Square .223 .015 F 15.110 Sig. .000a

a. Predictors: (Constant), Celebrityendorsement b. Dependent Variable: productimage

Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) Celebrityendorsement a. Dependent Variable: productimage B .413 .297 Std. Error .052 .076 .365 Coefficients Beta t 7.944 3.887 Sig. .000 .000

Variables Entered/Removedb Variables Model 1 Entered Celebrityendorse menta a. All requested variables entered. b. Dependent Variable: productperception Variables Removed Method . Enter

Model Summary Adjusted R Model 1 R .570a R Square .324 Square .318 Std. Error of the Estimate .11858

a. Predictors: (Constant), Celebrityendorsement

ANOVAb Model 1 Regression Residual Total Sum of Squares .662 1.378 2.040 df 1 98 99 Mean Square .662 .014 F 47.073 Sig. .000a

a. Predictors: (Constant), Celebrityendorsement b. Dependent Variable: productperception

Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) Celebrityendorsement a. Dependent Variable: productperception B .322 .511 Std. Error .051 .075 .570 Coefficients Beta t 6.346 6.861 Sig. .000 .000

Case Processing Summary Cases Included N productperception * Celebrityendorsement 100 Percent 100.0% N 0 Excluded Percent .0% N 100 Total Percent 100.0%

Report productperception Celebrityendors ement 0.333333333 0.4 0.466666667 0.533333333 0.6 0.666666667 0.733333333 0.8 0.866666667 0.933333333 Total Mean .3333 .6000 .6667 .4444 .7400 .6464 .6619 .6667 .8111 .7333 .6600 N 3 10 5 9 10 23 14 5 18 3 100 Std. Deviation .00000 .00000 .00000 .18559 .09661 .07897 .09945 .00000 .09218 .00000 .14355

Case Processing Summary Cases Included N productimage * Celebrityendorsement 100 Percent 100.0% N 0 Excluded Percent .0% N 100 Total Percent 100.0%

Report productimage Celebrityendors ement 0.333333333 0.4 0.466666667 0.533333333 0.6 0.666666667 0.733333333 0.8 0.866666667 0.933333333 Total Mean .3333 .6333 .5333 .5333 .6200 .5739 .6571 .7333 .6370 .8000 .6093 N 3 10 5 9 10 23 14 5 18 3 100 Std. Deviation .00000 .03514 .00000 .10000 .08344 .17025 .11355 .00000 .08922 .00000 .12993

Statistics Age N Valid Missing 100 0 gender 100 0

Age Cumulative Frequency Valid 5 19 20 21 22 23 24 25 26 Total 5 3 11 6 9 20 36 5 5 100 Percent 5.0 3.0 11.0 6.0 9.0 20.0 36.0 5.0 5.0 100.0 Valid Percent 5.0 3.0 11.0 6.0 9.0 20.0 36.0 5.0 5.0 100.0 Percent 5.0 8.0 19.0 25.0 34.0 54.0 90.0 95.0 100.0

gender Cumulative Frequency Valid male female Total 84 16 100 Percent 84.0 16.0 100.0 Valid Percent 84.0 16.0 100.0 Percent 84.0 100.0

Statistics the most important factor in an advertisement N Valid Missing 100 0