ABSTRACT<\/p>\n
The increasing number of data services usage in Indonesia has triggered each operator (telecommuni-cation\u00a0 companies)\u00a0 to\u00a0 have\u00a0 an\u00a0 actual tariff\u00a0 war related\u00a0 to\u00a0 the\u00a0 demands.\u00a0 Contradicted\u00a0 to\u00a0 those\u00a0 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\u00a0 Product\u00a0 Awareness.\u00a0 This\u00a0 study\u00a0 uses\u00a0 non-probability\u00a0 sampling\u00a0 techniques\u00a0 with\u00a0 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\u00a0 path\u00a0 analysis\u00a0 model.\u00a0 Both\u00a0 Celebrity\u00a0 Endorsement\u00a0 and\u00a0 Advertisement Message\u00a0 have\u00a0 a\u00a0 significance influence towards Product Awareness and Purchase Intention partially. The result also shows that there is a higher indirect influence among Celebrity Endorsement to\u00a0 Purchase Intention and\u00a0 Advertising Message to Purchase Intention by 0.3759 and 0.4716 respectively.<\/p>\n
Keywords: Celebrity endorsement; advertisement message; product awareness; purchase intention<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" ABSTRACT The increasing number of data services usage in Indonesia has triggered each operator (telecommuni-cation\u00a0 companies)\u00a0 to\u00a0 have\u00a0 an\u00a0 actual tariff\u00a0 war related\u00a0 to\u00a0 the\u00a0 demands.\u00a0 Contradicted\u00a0 to\u00a0 those\u00a0 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 […]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19,1,21],"tags":[],"class_list":["post-3178","post","type-post","status-publish","format-standard","hentry","category-research-showcase","category-uncategorized","category-update"],"_links":{"self":[{"href":"https:\/\/lppm.lspr.ac.id\/index.php\/wp-json\/wp\/v2\/posts\/3178","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lppm.lspr.ac.id\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lppm.lspr.ac.id\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lppm.lspr.ac.id\/index.php\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/lppm.lspr.ac.id\/index.php\/wp-json\/wp\/v2\/comments?post=3178"}],"version-history":[{"count":2,"href":"https:\/\/lppm.lspr.ac.id\/index.php\/wp-json\/wp\/v2\/posts\/3178\/revisions"}],"predecessor-version":[{"id":3182,"href":"https:\/\/lppm.lspr.ac.id\/index.php\/wp-json\/wp\/v2\/posts\/3178\/revisions\/3182"}],"wp:attachment":[{"href":"https:\/\/lppm.lspr.ac.id\/index.php\/wp-json\/wp\/v2\/media?parent=3178"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lppm.lspr.ac.id\/index.php\/wp-json\/wp\/v2\/categories?post=3178"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lppm.lspr.ac.id\/index.php\/wp-json\/wp\/v2\/tags?post=3178"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}