THE IMPACT OF THE PRESIDENTIAL AFFILIATION, CELEBRITY ENDORSEMENT, PRODUCT VARIATION AND BRAND IMAGE TO PURCHASE INTENTION OF SANG PISANG PRODUCTS

Abstract

Indonesia is one of the countries that uses a democratic system because Indonesia upholds human rights like the meaning contained in the word democracy itself. The situation of the 2019 presidential election was enough to take the attention of many parties in Indonesia because there were several conflicts between groups in Indonesia, there were some people who provoked the people to hate each other that chose two different candidates in the election. With the situation of the last presidential election, the researcher wants to examine the impact of it to the business of Sang Pisang that is owned by Kaesang Pangarep who is the son of the Presidential Candidates in the 2019 presidential election, and also examine Kaesang Pangarep's popularity as a celebrity or influencer and the variety of products have influenced the Sang Pisang Business. The researcher used quantitative research methods using SPSS for Pre-Test of 30 respondents and SmartPLS to analyze data with a total of 200 respondents. The findings of this study indicate that there is a direct effect of President Election, Celebrity Endorsement, Product Variation, and Brand Image towards Purchase Intention of Sang Pisang Business in Jabodetabek, and the effect is significant. There is direct effect of the Celebrity Endorsement towards Brand Image of Sang Pisang in Jabodetabek, and the effect is significant, and also there is indirect effect of Celebrity Endorsement towards Purchase Intention mediated by Brand Image of Sang Pisang in Jabodetabek, and the effect is significant.