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Rezkianto Akbar
Universitas Negeri Surabaya
Social Sciences

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Pengaruh Inovasi Produk dan Selebriti Endorser terhadap Niat Beli Ulang Sepeda Motor Otomatis Honda Rezkianto Akbar
BISMA (Bisnis dan Manajemen) Vol. 8 No. 1 (2015)
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (800.071 KB) | DOI: 10.26740/bisma.v8n1.p43-49

Abstract

 Honda Automatic motorcycle is best-selling Automatic motorcycle in Indonesia, in September 2014 - February 2015 Honda Automatic motorcycle sales declined notably Honda Vario Series amounted to 24.8%, and at the end of January 2015 Honda launched its newest Honda Automatic motorcycle Vario 150 ESP with various innovations performed, as well as using VJ Daniel Mananta as a celebrity endorser for communicating the latest product. This study are to analyze and discuss the influence of product innovation and celebrity endorser to re-purchase intention of Honda Automatic motorcycle. Based on the results of the t test is known that a product innovation has significant effect, while celebrity endorser has no significant effect on purchase intentions on Honda Automatic motorcycle. The contribution of product innovation and celebrity endorsers to the re-purchase intention of Honda Automatic motorcycle is 21.4%, while the rest influenced by other variables that are not used in this study.
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