PENGARUH CELEBRITY ENDORSMENT DAN PRODUCT PLACEMENT TERHADAP MINAT BELI REALFOOD JELLY DALAM KONTEN “GOING SEVENTEEN EP.106”

Abstract

The purpose of this research is to analyze the effect of celebrity endorsement and product placement on purchase intention on Realfood Jelly in the content of “GOING SEVENTEEN EP.106”. The approach used in this research is quantitative, with primary data obtained through questionnaires. Data testing includes validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression, t test, f test, and coefficient of determination. The research sample consisted of 150 respondents, selected using non-probability sampling method with purposive sampling technique. The analysis was performed using SPSS version 27. The results showed that partially celebrity endorsement have a significant influence on purchase intention, while product placement does not have a significant effect.