Industrial Research Workshop and National Seminar
Vol 9 (2018): Industrial Research Workshop and National Seminar

The Impact of Advertising Appeal, Celebrity Endorsement and Repetition Advertising in Television Advertisement Toward Purchase Intention OPPO Smartphone

Laras Aprilita Priatna (Unknown)

Article Info

Publish Date
12 Oct 2018

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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Journal Info
Industrial Research Workshop and National Seminar
Website

Abbrev

proceeding

Publisher

Politeknik Negeri Bandung

Subject

Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Mechanical Engineering Other

Description

Industrial Research Workshop and National Seminar (IRWNS) adalah forum diseminasi hasil-hasil penelitian sains terapan yang dilakukan setiap tahun di Politeknik Negeri Bandung. Forum ini merupakan ajang untuk saling bertukar informasi, pengetahuan, dan pengalaman antara pihak praktisi industri, ...