PRODUCT ATTRIBUTES AND CELEBRITY ENDORSEMENT ON CUSTOMER PURCHASE INTENTION (CASE OF STREET BOBA MANADO)

Abstract

This research aims to determine the effect of product attributes and celebrity endorsement on customer purchase intention in Street Boba Manado. The research method used in this research is causal type with associative research approach. Data analysis method of Multiple Linear Regression Analysis used in this research. The populations in this research were all customer of Street Boba Manado with research characteristic of age gap between 15 – 25 years old and resided on Manado city.  Using data collection technique of questionnaire, the total qualified respondent obtained were 112 respondents. The result of this research indicated that product attributes and celebrity endorsement significantly influenced customer purchase intention, both partially and   simultaneously.  The result indicated how high the performance of product attributes and celebrity endorsement towards customer purchase intention since the average answer for the performance is strongly agreed.

Keywords: Product attributes, celebrity endorsement, purchase intention