THE EFFECT OF PRODUCT, BRAND ASSOCIATION,
BRAND PERSONALITY AND ENDORSER IN
INTENSE BUYING

Muhammad Anang Firmansyah
Faculty of Economics and Business, Muhammadiyah University of Surabaya
Indonesia
anang.firmansyah@fe.um-surabaya.ac.id
Received

:

June 13th 2023

Revised

:

Aug 17th 2023

Accepted

:

Sept 30th 2023

ABSTRACT
This study aims to determine the effect of endorser, brand association, brand
personality, and product characteristics in intense buying of Energy drinks Herbaviton.
This study is took the 150 respondents and used a judgmental sampling method. Data
analysis techniques used factor analysis and multiple regression analysis. The results
showed that the brand association and product characteristic significantly effect the
intense buying of Herbaviton, while the celebrity endorser and the brand personality
does not significantly affect the intense buying of Herbaviton. The Company should
use popular commercials person that has power and physical attraction or personality
so can affect the consumer, and more attractive to the formation of a good brand
personality and good product because will be consumer in buying product which
according to him.
Keywords: endorser, brand association, brand personality, product characteristics,
intense buying.

INTRODUCTION
In the era of globalization business
competition that is increasingly dynamic,
complex and uncertain, not only provides
opportunities but also challenges faced by
companies to always get the goodness to capture
and maintain market share. Every company tries
to attract potential consumers in various ways,
one of them is by providing information about
products. Organizational performance is an
indicator of achievement level and it reflects the
success of the members of the organization.
Seeing the phenomenon of the increasing
number of product advertisements that use
celebrities as endorsers, companies that are
producers of energy drinks Herbaviton use
athletes/athletes as endorsers to support
41

advertising campaigns in various print and
electronic media. The company hopes that by
providing information to prospective customers
about brand associations and personality and
product through advertising media supported by
endorser known to public can influence
consumers' buying interest in the products
offered. The business environment consists of a
market environment and environment not a
market (Firmansyah, 2019).

LITERATURE REVIEW
Endorser
Providing information about these
products can be done through marketing
communication programs including: advertising,
sales promotions, personal selling, direct
marketing and public relations (Kotler, 2012).
Media Mahardhika Vol. 18 No. 1 September 2023

From the various marketing communication
programs, advertising is a commonly used way
for
companies
to
direct
persuasive
communication to the target audience. The
success of a business is reflected in the extent to
which marketers are able to provide satisfaction
to their customers.(Fatihudin, 2020). This media
is felt to affect consumers to make purchases.
Endorsers are advertising supporters or also
known as advertising stars that support the
advertised product. Endorser is divided into two
types, A typical Person Endorser, utilizes several
people who are not among celebrities to convey
messages about a product and a Celebrity
Endorser is a famous person who can influence
others because of his achievements. Endorsers
are figures (actors, entertainers, or athletes)
because of their achievements and acting as
people who talk about products, which in turn
can influence consumer attitudes and behavior
that refers to the products they support (Faisal,
2022).
Brand Association
Fadillah (2022), brand association is any
impression that appears in one's mind that is
related to his memory of a brand also word of
mouth activity. Through brand can also
differentiate from competitors' products on the
market and communication (Firmansyah,2020).
This differentiation base is very important
because this differentiating basis will be used by
consumers to choose products offered by
manufacturers. Many companies try to win the
competition by spending a lot of time and
resources available to find new customers.
(Fatihudin, 2019). A brand association is a set of
brand assets and liabilities that relate to a brand,
its name, and its symbol, which increase or
decrease the value provided by an item or
service to the company and its customers. Thus
the company must be able to build associations
with consumers so that consumers always
remember a brand of associations created by the
company because the battlefield is in the minds
of consumers. In addition to forming brand
associations, producers can also associate a
brand through brand personality (Aaker D, &

Jennifer L., 2010).

Brand Personality
There is plenty of evidence to strengthen
the personality that consumers prefer brands that
are more suitable for themselves, real or ideal.
Some experts have also found that humans and
brand personalities can strengthen each other,
(Ashari, 2021) "Brand personality of goods and
services is associated with a higher level of
consumer emotional response, consumer trust
and loyalty and satisfaction (Fatihudin, 2019).
By expressing the characteristics of consumer
value, brand personality plays a decisive role in
the brand selection of small and medium
enterprises (Maro’ah, 2018). Through service
innovation, catering businesses gain the trust of
customers, win the extensive support of society,
and set up the brand image completely to
acquire customers' satisfaction and loyalty, as
well as treat customers as existent value, the
premise of the existence, and the foundation of
the development of globalization. (Sari, 2016).
The development of internet technology and
social media in the business world is entering an
era where marketing becomes cheaper and easier
to access. (Hariyanto, 2018)
Product Characteristics
In terms of product characteristics, the
producer displays the specific or specific
characteristics of the product to be different in
the market, so that consumers can easily
distinguish a product from other products in the
market (Kotler, 2012). Of the various
associations that are formed, it will help create a
good and strong image, which will ultimately
influence consumers in their decisions to buy
and consume a product in enterprises
(Roosmawarni, 2021). Products are the result of
production that will be thrown to consumers for
distribution and use by consumers to meet their
needs". Whereas according to Fatihudin (2020),
"Products are everything that can be offered to
the market, knowledgeable, resourceful, and
satisfying is a part of human capital"

The Effect Of Product, Brand Association ….( Muhammad Anang Firmansyah) hal. 41 - 47
42

Intense Buying
Intense buying is the process of
purchasing goods and services that are carried
out spontaneously and directly (Muhammad
Anang 2019). This shows that a purchase is
categorized as intense buying if there is no
planning for the purchase of the product
concerned. "Intense buying is a spontaneous and

immediate purchase, where the reality consumer
is not actively looking for a product and has no
prior plans to purchase." This opinion shows that
impulse buying is a spontaneous and immediate
purchase, and this occurs when consumers
search for a product and there is no desire to buy
a particular product or services. (Sufyandi,
2019)

Conceptual Framework
Product
Characteristics (X1)

Brand Association
(X2)

Endorser
(X4)

Brand Personality
(X3)
Intense Buying
(Y)

Based on the background of the
problems described previously, four research
issues can be formulated as follows:
1.Does Product Characteristics effect on
Endorser?
2.Does the Brand Association effect on
Endorser?
3.Does Brand Personality effect on Endorser?
4.Does Endorser effect on intense buying?
RESEARCH METHODS
The sampling method used is nonprobability sampling with Judgmental sampling
techniques with the community who have seen
product advertisements. The number of samples
used in this study were 150 respondents, because
the research carried out could be classified as
TV, Radio, or Print Advertising, so the
researchers took a sample of 150 where the
sample did not violate the provisions. The
concept to be measured in this study is the
endorser concept, Brand association, Brand
Personality, Product Characteristics and Intense
buying. These concepts can be measured at the
level of interval measurement. This study uses
the level of

interval measurement because researchers want
to identify the effect of Endorsers, Brand
association, Brand Personality and Product
Characteristics on the Intense buying of
products.The scale method used and in
accordance with the level of interval
measurement is a Likert scale. the Likert scale is
attitude measurement technique in marketing
research. This scale allows respondents to
express agreement or disagreement with
statements regarding the object of stimulation.
Data processing and analysis techniques
used in this study are multiple regression
analysis techniques, with the completion of
using SPSS program Multiple regression
analysis techniques are used to predict how the
statement of dependent variable if two or more
independent variables as a predictor factor are
manipulated. The independent variable of
multiple regression must be more than two
(Sugiyono, 2008). In this study multiple
regression analysis was used to identify the
influence of each factor, namely Endorser,

43

Media Mahardhika Vol. 18 No. 1 September 2023

Brand association, Brand personality, Product
Characteristic on buying intention.
RESULT AND DISCUSSION
Multiple regression equation model
The multiple regression equation model
in this study is as follows
Y = β0 + β1X1 + β2 X2 + β3 X3 + β4 X4 + ε (1)
Where in this study: Y = is a Dependent
variable. Y is defined as Intense Buying β0 =
Constant β1-4 = Coefficient of regression X1 =
Endorser X2 = Brand Association X3 = Brand
Personality X4 = Product Characteristic ε =
Residual In this study, the statistical hypothesis
will be tested using regression analysis at a
significant level of 5% or 0.05.
From questionnaire distributed to 150
respondents, namely respondents who have seen
product advertisements, the data obtained will be
used to solve the research problem. General
description of respondents, which supports

research data based on gender, age, monthly
expenditure, last education, employment and
intensity in watching advertisements.
Factor Analysis
Factor analysis is a tool or instrument
that is used to analyze several variables from a
study that emphasizes the theory and the actual
reality
and
analyzes
the
relationship
(intercorrelation) between these variables to find
out whether the variations that come from or are
based on a number of fewer basic factors of the
number of variations in the variable. In this
study, if there is an empirical indicator that
shows the extraction value is below 0.5, then the
empirical indicator is reduced so that only leaves
a valid empirical indicator (Ghozali, 2018). So
that only a valid empirical indicator can then
proceed to the next data analysis stage, namely
multiple regression analysis

Table 1. Goodness of Fit and R-Square
Variable
Product Characteristics
Brand Association
Brand Personality
Endorser
Intense Buying

R-Square
0.211
0.519
0.661
0.601
0.284

Source: Processed data (2021)

The Effect Of Product, Brand Association ….( Muhammad Anang Firmansyah) hal. 41 - 47
44

Variable
1. Product
Characteristics ->
Endorser
2.
3. Brand Association > Endorser
4.
5. Brand Personality > Endorser
6.
7. Endorser -> Intense
Buying

Table 2. Path Coefficients
Original
T Statistics
Sample
(O/STDEV)
(O).

P
Values

0.316

3.632

0.000

0.215

3.137

0.002

0.470

5.455

0.000

0.775

20.132

0.000

Remarks

Signifikan

Signifikan

Signifikan

Signifikan

Source:Processed
data (2021)

5. CONCLUSION
Based on the analysis discussed earlier, the
following conclusions can be drawn:
2.Brand Association significant effect on on the
Endorser of Herbaviton products.
3.Brand Personality has no significant effect on
on the Endorser of Herbaviton products.
The suggestions proposed for managerial
implication are as follows:
1.Can be used as input for the company, that the
use of advertising Athletics stars as Herbaviton
endorsers has no significant effect on buying
intention. Companies must pay attention to the
selection of advertising Athletics stars in
45

1.Product Characteristic significantly affect on
the Endorser of Herbaviton products.
4.Endorser significantly affect on the Intense
Buying of Herbaviton products.

Herbaviton advertisements that have the ability
to provide information about products and the
ability to attract potential customers, which in
turn can affect consumer buying interest.
Companies can use advertising Athletics stars
from badminton, where the sport is very popular
and loved by most Indonesians from various
Media Mahardhika Vol. 18 No. 1 September 2023

backgrounds, both above and below and has
good achievements in the world. For example,
Taufik Hidayat the national athlete from the
badminton sport who excels in their fields. By
using Taufik Hidayat as a product advertisement
star, it can enable companies to attract
consumers' attention and buying interest from
advertising, and at the same time realize the
company's vision.
2. Can be used as input for the company, that
brand association in Herbaviton products effect
on buying intention. The company must
continue to maintain and enhance product
impressions in the mind of consumers, the
Company, can so through increasing Marketing
communication on the target market. Marketing
Communication can be done through print or
electronic media. In electronic media, especially
television,
the
Company
displays
its
advertisements at the prime time (family) or
during events with a fairly good retelling and
presentation, thus affecting the consumer's
memory of the product. Impressions - the
impression conveyed repeatedly will create a
positive and strong image, which will ultimately
affect consumers in their decision to buy and
consume Herbaviton products.
3.Can be used as input for the Company, that the
use of brand personality in Herbaviton products
not significant effect on purchase intention. The
company must pay attention strong brand
personality in the product, because it will be
used as a consumer in purchasing products that
are appropriate to him. From the results of this
study the use of the word "Drinks for Brave"
which is attached to Herbaviton products at
present, is less representative of the product and
less accepted by the consumer's mind. The word
"Drinks with Stamina" will be more accepted
and easily interpreted by consumers in general.
4.Can be used as input for the Company, that the
characteristics
of
Herbaviton
products
significantly influence the intention to buy. The
company must maintain and develop unique and
different characteristics of Herbaviton products
with other energy drink products and continue to
innovate products with the development of
trends. Product innovation in terms of taste, by

adding new flavors that can be easily accepted
by consumers. From the characteristics of
products offered by Herbaviton can affect the
positive perception of consumers, and encourage
consumers to make purchases and consume
products.
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