Jurnal Simki Economic
Vol 6 No 1 (2023): Volume 6 Nomor 1 Tahun 2023

Purchase Decisions For Bimoli Cooking Oil Products : The Influence of Celebrity Endorse, Brand Image and Brand Trust

Relifra Relifra (Universitas Adzkia)
Ramadhi Ramadhi (Universitas Adzkia)
Solandri Solandri (Sekolah Tinggi Ilmu Ekonomi Sakti Alam Kerinci)

Article Info

Publish Date
12 Feb 2023

Abstract

Cooking oil is a basic need for Indonesian people without exception for the people of 4 villages in Sungai Liuk. Cooking oil is widely used in Indonesian food. One of the brands of cooking oil that is widely consumed is Bimoli. In this study to see the effect of celebrity endorsement, brand image and brand trust on purchasing decisions using multiple linear regression analysis with SPSS 24. The results of this study show that celebrity endorse, brand image and brand trust partially and simultaneously have a significant and positive effect on purchasing decisions for Bimoli cooking oil among consumers in 4 villages in the Sungai Liuk region.

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Journal Info
Jurnal Simki Economic
Website

Abbrev

JSE

Publisher

Universitas Nusantara PGRI Kediri

Subject

Economics, Econometrics & Finance Social Sciences

Description

Journal Simki Economic is open access, peer-reviewed journal whose objectives is to publish original research papers related to the Indonesian economy and business issues. This journal is also dedicated to disseminating the published articles freely for international academicians, researchers, ...