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The Impact of Advertising Appeal, Celebrity Endorsement and Advertising Repetition in Television Advertisement Toward Purchase Intention OPPO Smartphone in Bandung
Laras Aprilita Priatna (2018) | Skripsi | Manajemen
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This research purposes to : 1) to find out the relationship of advertising appeal, celebrity endorsement and advertising repetition on purchase intention OPPO Smartphone,2) to investigate the impact of advertising appeal, celebrity endorsement and advertising repetition on purchase intention OPPO Smartphone and, 3) identifying the factors that most impact on purchase intention OPPO Smartphone. The research population is all people who have been watching OPPO Smartphone advertisement in television with a sample of 470 respondents in Bandung. The sample was taken using judgment sampling. The methods used in analyzing the data are using validity and reliability test, correlation, and multiple regression analysis. The result of this research show that advertising appeal, celebrity endorsement and advertising repetition has good relation on purchase intention, and also have a significantly impact on purchase intention and the most influence factor is advertising repetition. Keywords: Advertising appeal, Celebrity Endorsement, Repetition Advertising, Purchase Intentions, Oppo Smartphone.