ABSTRACT
The increasing number of data services usage in Indonesia has triggered each operator (telecommuni-cation companies) to have an actual tariff war related to the demands. Contradicted to those phenomena, Telkomsel resisted competing in the lower prices. Instead, Raffi Ahmad as the endorser for their latest internet package, which is expected to fit the role of influencing upper-class prospective customers.This study aims to determine the influence of Celebrity Endorsement and Advertisement messages on Purchase Intention through Telkomsel’s Product Awareness. This study uses non-probability sampling techniques with purposive sampling approach, with the sample of 205 respondents who have seen Telkomsel’s OMG product advertising on digital media. The methodology of this research is the quantitative approach and the data obtained are tested using path analysis model. Both Celebrity Endorsement and Advertisement Message have a significance influence towards Product Awareness and Purchase Intention partially. The result also shows that there is a higher indirect influence among Celebrity Endorsement to Purchase Intention and Advertising Message to Purchase Intention by 0.3759 and 0.4716 respectively.
Keywords: Celebrity endorsement; advertisement message; product awareness; purchase intention