Page 92 - MARSIUM'21 COMP OF PAPER

69 Afifah (2021)
6. Price, which is related to high and low or the amount and amount of money that consumers spend to
influence a product, can also affect the image in the long run.

7. The image owned by the brand itself, which is in the form of views, agreements, and information
related to a brand of a particular product

2.6 RESEARCH FRAMEWORK

The research framework is a description of the structure of the research plan with the aim of helping
researchers formulate relevant research questions. The research framework consists of the key concepts of the
research project and the assumptions of the relationships between these concepts. According to Sugiyono (2017:60)
the research framework is a conceptual model of how theory relates to various factors that have been identified as
important problems.
Based on the literature review that has been reviewed above, the research framework in this study can be
structured as presented below:

Celebrity Endorsement (X1) H1

Purchase Decision (Y)
H2

Brand Image (X2)
H3

Figure 2.1 : The theoretical framework relationship between celebrity endorsement and brand image
towards purchase decision.

2.7 RESEARCH HYPOTHESIS

According to the Cambridge Dictionary, hypothesis is an idea or explanation for something that is based
on known facts but has not yet been proved. In other words, it’s a statement that provides an explanation for why
or how something works, based on facts (or some reasonable assumptions), but that has not yet been specifically
tested. Based on the research framework in figure 2.1 above, the hypothesis of this research are listed below:

H1: There is a relationship between celebrity endorsement and purchasing decisions among Indonesian
youth females.
H2: There is a relationship between brand image and purchasing decisions among Indonesian youth
females.

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