Abstract:
The situation of the 2019 presidential election was enough to
take the attention of many parties in Indonesia because there were
several conlicts. With the situation of the last presidential election,
the researchers wants to examine the impact of it to the business
of Sang Pisang that owned by Kaesang Pangarep who is the son of
the Presidential Candidates in the 2019 presidential election, and
also examine does Kaesang Pangarep's popularity as a celebrity or
inluencers, the variety of products and brand image have inluenced
the Sang Pisang Business. The indings of this study indicate that
there is a direct effect of President Election, Celebrity Endorsement,
Product Variation, and Brand Image towards Purchase Intention,
there is direct effect of the Celebrity Endorsement towards Brand
Image and also there is indirect effect of Celebrity Endorsement
towards Purchase Intention mediated by Brand Image of Sang Pisang
in Jabodetabek, and all of the effect is signiicant.