THE INFLUENCE OF TELEVISION ADVERTISING AND CELEBRITY ENDORSEMENT ON PURCHASE INTENTION OF LEMONILO THROUGH THE BRAND IMAGE AS MEDIATING

Abstract

Purpose 一 This study has a purpose to discover a relationship and understand how the influence of advertising on television and celebrity endorsement with the Lemonilo instant noodle brand image on people's purchase intentions in Indonesia. Design/Methodology/Approach 一 Quantitative methods are used in this study, and questionnaires to collect data. The author also uses purposive and snowball sampling techniques distributed via google form with a total of 206 valid respondents. The author also uses SEM (Structural Equation Model) analysis to process the data using SPSS statistics and SMART-PLS. Findings 一 The results of the data show that there is no significant relation between television ads and brand image. Meanwhile, television ads significantly affect purchase intention; celebrity endorses significantly affects the brand image, celebrity endorse significantly affects purchase intention, and brand image significantly affects Lemonilo instant noodle purchase intention. Originality/Value 一 This study discuss about advertise in Indonesia in the form of television and celebrity endorsements for brand image and purchase intention. This study also provides recommendations for Lemonilo to use more attractive advertising promotions so that brand image and purchase intention will increase.