Academia Open
Vol 5 (2021): December

The Influence of Celebrity Endorser, Brand Image, and EWOM on Consumer Purchase Decisions of Sunco Cooking Oil 

Atika Dwi Wardani (Universitas Muhammadiyah Sidoarjo)
Lilik Indayani (Universitas Muhammadiyah Sidoarjo)

Article Info

Publish Date
31 Dec 2021

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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Journal Info
Academia Open
Website

Abbrev

acopen

Publisher

Universitas Muhammadiyah Sidoarjo

Subject

Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Earth & Planetary Sciences Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Physics Social Sciences Other

Description

Academia Open is published by Universitas Muhammadiyah Sidoarjo published 2 (two) issues per year (June and December). This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge. This ...