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

Abstract

This research purposes to: 1) investigate the impact of advertising appeal, celebrity endorsement and advertising
repetition on purchase intention OPPO smartphone, 2) identifying the factors that most impact on purchase
intention OPPO Smartphone and 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, and multiple regression
analysis. The result of this research show that Advertising have a significantly impact on purchase intention, and
the most influence factor is advertising repetition.