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


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
Published August 20, 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

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).

Downloads

Download data is not yet available.

References

  1. Kotler, Philip dan Gary Amstrong terjemahan Bob Sabran. 2014. Principles of Marketing, 12th Edition Jilid Pertama. Jakarta: Erlangga
  2. Shimp, Terence. 2014. Komunikasi Pemasaran Terpadu dalam Periklanan dan Promosi Edisi 8. Jakarta: Salemba Empa
  3. Handi Chandra. 2010. Marketing untuk orang awam Edisi Pertama. Palembang: Maxicom..
  4. Kotler, Philip & Kevin Lane Keller. 2016. Marketing Management Edisi 15. Ebook: Pearson.
  5. Bramantya, Yan & Bayu Jatra. 2016. Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Yamaha Jupiter Mx Di Kota Denpasar. E-Jurnal Manajemen, vol. 5 no. 3, hal. 1745–1771.
  6. Priansa, Doni Juni. 2016. Pengaruh E-Wom Dan Persepsi Nilai Terhadap Keputusan Konsumen Untuk Berbelanja Online Di Lazada. Jurnal Ekonomi, Manajemen, Dan Bisnis, vol. 4, no. 1, hal. 117–124.
  7. Sari, Novita. Dkk. 2017. Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Toko Online Bukalapak.Com. Jurnal Manajemen Magister, vol. 03 no. 01, hal. 96–106.
  8. Sugiyono. 2016. Metode Penelitian Kuantitatif, Kualitatif, dan R&D Edisi 1. Bandung: Alfabeta.
  9. Oktafiani, Restu & Endang Silaningsih. 2015. Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Kartu Perdana Xl Di Kota Bogor. Jurnal Visionida, vol 1, no. 2, hal. 45-58.
  10. Widyaningrum, Premi Wahyu. 2016. Pengaruh Lebel Halal Dan Celebrity Endorser Terhadap Keputusan Pembelian (Survei Pada Koncumen Wardah Ponorogo). Jurnal Ekonomi Syariah Indonesia, vol. 6, no. 2, hal 83.
  11. Muharram, Wifky & Soliha Euis. 2017. Kualitas Produk, Citra Merek, Persepsi Harga Dan Keputusan Pembelian Konsumen Honda Mobilio.Jurnal Ekonomi dan Bisnis, Universitas Stikubank Semarang
  12. Soegoto, Agus & Emor, Rizky. 2015. Pengaruh Potongan Harga, Citra Merek, Dan Servicescape Terhadap Keputusan Pembelian Konsumen Indomaret Tanjung Batu. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, vol. 3, no. 2, hal. 738–748
  13. Priansa, Doni Juni. (2017). Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer Edisi Pertama. Bandung: Alfabeta.