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Laras Aprilita Priatna
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The Impact of Advertising Appeal, Celebrity Endorsement and Repetition Advertising in Television Advertisement Toward Purchase Intention OPPO Smartphone Laras Aprilita Priatna
Prosiding Industrial Research Workshop and National Seminar Vol 9 (2018): Industrial Research Workshop and National Seminar
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (851.054 KB) | DOI: 10.35313/irwns.v9i0.1099

Abstract

This research purposes to: 1) investigate the impact of advertising appeal, celebrity endorsement and advertisingrepetition on purchase intention OPPO smartphone, 2) identifying the factors that most impact on purchaseintention OPPO Smartphone and the research population is all people who have been watching oppo smartphoneadvertisement in television with a sample of 470 respondents in Bandung. The sample was taken using judgmentsampling. The methods used in analyzing the data are using validity and reliability test, and multiple regressionanalysis. The result of this research show that Advertising have a significantly impact on purchase intention, andthe most influence factor is advertising repetition.
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