Academia Open
Vol 5 (2021): December
Business and Economics

The Influence of Celebrity Endorser, Brand Image, and EWOM on Consumer Purchase Decisions of Sunco Cooking Oil 
Pengaruh Celebrity Endorser, Citra Merek Dan E-Wom Terhadap Keputusan Pembelian Konsumen Pada Minyak Goreng Sunco


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  • Atika Dwi Wardani,
  • Lilik Indayani*
Atika Dwi Wardani
Universitas Muhammadiyah Sidoarjo, Indonesia
Lilik Indayani
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/acopen.5.2021.2126
Published December 31, 2021
Keywords
  • Celebrity Endorser,
  • Brand Image,
  • E-WOM,
  • Purchase Decision
How to Cite
Dwi Wardani, A., & Indayani, L. (2021). The Influence of Celebrity Endorser, Brand Image, and EWOM on Consumer Purchase Decisions of Sunco Cooking Oil . Academia Open, 5, 10.21070/acopen.5.2021.2126. https://doi.org/10.21070/acopen.5.2021.2126

Copyright (c) 2021 Atika Dwi Wardani, Lilik Indayani

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This study aims to determine celebrity endorsers, brand image, and E-WOM on consumer purchasing decisions on Sunco cooking oil (study in Sedati Gede Village, Sidoarjo Regency). This research is a descriptive study using quantitative methods. The data collection technique is by distributing questionnaires to 100 respondents who are customers of Sunco cooking oil. The analysis technique used in this study is multiple linear regression using the SPSS (Statistical Program for Social Science) version 18 for windows. The results of this study indicate that the celebrity endorser variable has an effect on purchasing decisions, the brand image variable has an effect on purchasing decisions, and E-WOM has an effect on purchasing decisions for consumers of Sunco cooking oil (study in Sedati Gede Village, Sidoarjo Regency).

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