THE EFFECT OF PRODUCT PLACEMENT IN MOVIES AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION OF SAMSUNG SMARTPHONE IN MANADO
Abstract: Information and
communication technology has made great strides in recent years which also had
an effect on advertising such as product placement and celebrity endorsement.
Smartphone is one of products that is often to be found on advertising media.
This study aims to analyze the effects of product placement in movies and
celebrity on consumer purchase with Samsung smartphone as its case study. This
is a causal type of research which uses primary data obtained from
questionnaires and uses ordinal regression analysis. The population observed is
people in Manado who have purchased Samsung smartphone products with 110
respondents as the sample size. The result of this study shows that product
placement and celebrity endorsement have significant effects on consumer
purchase intention. To increase consumer purchase intention, the
recommendations for Smartphone Company are to maintain exposure, high
profile/star liking, product familiarity, and movie involvement on product
placement in movies as well as consistently show physical attractiveness,
celebrity congruence, trustworthiness, and expertise on celebrity endorsement
which motivate purchases.
Keywords: consumer purchase
intention, advertising, product placement, celebrity endorsement
Penulis: Ridsa Septiyan
Tangkuman, David P.E. Saerang
Kode Jurnal: jpmanajemendd161428
