PENGARUH INOVASI PRODUK DAN CELEBRITY ENDORSER TERHADAP NIAT BELI SEPEDA MOTOR NEW MIO M3 125cc
Abstrack: this
study aims to
analyze and discuss
the influence of
product innovation and celebrity
endorser on purchase
intention to buy
motorcycle New Mio M3
125cc. The type
of this research is
quantitative. This research by using
two models that the respondents who
never used and have a Yamaha Mio and respondents who
never use and
having any Yamaha
Mio.Techniques of purposive sampling
with 210 respondents. Data analysis techniques using PAWS Statistics 18
Software. Result ofthe
research shows that
on respondents who never used and have Yamaha Mio product
innovation andcelebrity endorser have positive influence on purchase intention,
while respondents who have ever used and
have a Yamaha
Mio, product innovation
does not affect
the purchase intention, and
celebrity endorsers influence on purchase intentions.
Penulis: MEI PURMITA, NINDRIA
UNTARINI
Kode Jurnal: jpmanajemendd150713
