PENGARUH INOVASI PRODUK DAN CELEBRITY ENDORSERTERHADAP NIAT BELI SEPEDA MOTOR NEW MIO M3 125cc

Abstract

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. Keywords: product innovation, celebrity endorser, dan purchase intention