Main Article Content


Purpose of the study: The phenomenon of electronic word-of-mouth (eWOM) or word of mouth communication in marketing activities on digital media is one of the most important things in improving the purchasing decision of a product or services. This study aims to analyze the effect of celebrity endorsement on consumer purchase decisions, case studies at Nona Judes Restaurant.

Methodology: This research is mixed-method, both qualitative and quantitative. Data collection techniques in this study were interviews and questionnaires that were measured using a Likert scale. The questionnaire was distributed to 100 respondents who were consumers of the Nona Judes restaurant. The data were analyzed using simple linear regression analysis.

Main Findings: The results of this study indicate that celebrity endorsement influences product purchase decisions. The contribution of celebrity endorsement variables to product purchase decisions is 25.9%. Researchers concluded that there are several factors considered in selecting endorsers. These factors include big names and experiences, appearance, social media strength of endorsers, and communication skills.

Implications: This study is offering suggestions for company management in determining celebrity for product endorsement. The orders of indicators to consider are (1) Power, (2) Credibility, (3) Attraction.

Novelty/Originality of this study: This research specifically addresses the role of celebrity endorsement in product purchase decisions in restaurants. This study also produced endorser selection criteria and their indicators, i.e. 1) Power (fame, strengths on social media); 2) Credibility (the truth of information, endorser information skills); 3) Attractiveness (physical appearance, endorser’s characters).


eWOM Buzz Marketing Celebrity Endorsement Instagram Purchase Decision

Article Details

How to Cite
Wachyuni, S. S., & Priyambodo, T. K. (2020). THE INFLUENCE OF CELEBRITY ENDORSEMENT IN RESTAURANT PRODUCT PURCHASE DECISIONS MAKING. International Journal of Management, Innovation & Entrepreneurial Research, 6(2), 45-54.


  1. Abdul, R., & Rachmat, H. (2019). Product Differentiation, Celebrity Endorsement and Purchase Intention: Case Study of Makuta Cake Bandung, West Java, Indonesia. Global Business and Management Research, 11(1), 275–284.
  2. Ali, Hassanudin; Purwandi, L. (2017). Millenial Nusatara. Jakarta: PT Gramedia Pustaka Utama.
  3. Bencsik, A., Juhász, T., & Horváth-Csikós, G. (2016). Y and Z Generations at Workplaces. Journal of Competitiveness, 6(3), 90–106.
  4. Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24(4), 586–607.
  5. Cornellia, A. H., Putra, H. S. A., Priyambodo, T. K., & Widyaningsih, Y. A. (2017). Social media based proposed model for museum marketing strategy in Yogyakarta. Advanced Science Letters, 23(11), 10636–10639.
  7. Dessyana, C. J. (2013). Store Atmosphere Pengaruhnya Terhadap Keputusan Pembelian Konsumen di Texas Chicken Multimart II Manado. Jurnal EMBA, 1(3), 844–852. Retrieved from
  8. Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.
  9. Gunelius, S. (2011). 30-Minutes SOCIAL MEDIA Marketing.
  10. Halonen-Knight, E., & Hurmerinta, L. (2010). Who endorses whom? Meanings transfer in celebrity endorsement. Journal of Product and Brand Management, 19(6), 452–460.
  11. Howe, N; Strauss, W. (2000). Millenials Rising: The Next Generations. Newyork: Vintage Books.
  12. Ilicic, J., & Webster, C. M. (2011). Effects of multiple endorsements and consumer-celebrity attachment on attitude and purchase intention. Australasian Marketing Journal, 19(4), 230–237.
  13. Kiswalini, A., & Nurcahya, I. K. (2014). Pengaruh Celebrity Endorser, Brand Image, dan Kepercayaan Konsumen Terhadap Keputusan Pembelian. E-Journal Manajemen Universitas Udayana, 3(6), 1522–1534.
  14. Kotler, P., & Keller, K. L. (2007). Manajemen Pemasaran edisi 13 jilid 1. Jakarta: PT Indeks.
  15. Kusumaningrum, D. A., & Wachyuni, S. S. (2020). Promo Cashback GoPay Terhadap Minat Beli Bubble Drink (Studi Kasus: Yu Cha Indonesia, Pluit). Journal of Tourism and Economic, 3(1), 23–30.
  16. McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of Retailing and Consumer Services, 32, 39–45.
  17. Peter, J. P., & Olson, J. C. (2009). Costumer Behavior, Jilid 2, Edisi Kelima. Jakarta: Erlangga.
  18. Priyatno, D. (2012). Cara Kilat belajar Analisis Data dengan SPSS 20 Edisi Kesatu. Yogyakarta: Andi Offset.
  19. Shimp, T. A., & Andrews, J. C. (2013). Advertising, Promotion, and other aspects of Integrated Marketing Communications. Integrated Marketing Communications, 1–754.
  20. Silverman. (2011). The Secrets of Word-of-Mouth Marketing Second Edition. AMACOM.
  21. Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882–909.
  22. Sugiyono. (2014). Metode penelitian kuantitatif, kualitatif, dan R & D. Bandung: Alfabeta.
  23. Taufique, K. M. R., & Shahriar, F. M. (2011). Online Social Media as a Driver of Buzz Marketing. International Journal of Online Marketing, 1(2), 57–67.
  24. Thomas, G. M. (2004). Building the buzz in the hive mind. Journal of Consumer Behaviour, 4(1), 64–72.
  25. Utami, S. P., Setyowati, N., & Mandasari, P. (2020). Celebrity Brand Ambassador and e-WOM as Determinants of Purchase Intention: A Survey of Indonesian Celebrity Cake. E3S Web of Conferences, 142, 1–9.
  26. Wiweka, K., Wachyuni, S. S., Rini, N. A., Adnyana, I. N., & Adnyana, P. P. (2019). Jurnal Sains Terapan Pariwisata PERILAKU BERWISATA WISATAWAN GENERASI MILENIAL DI JAKARTA PADA ERA REVOLUSI INDUSTRI 4.0. Jurnal Sains Terapan Pariwisata, 4(3), 313–334.
  27. Databoks. (2019). Proyeksi Pengguna Internet di Indonesia 2017-2023. Retrieved From on 04 April 2020
  28. (2019). Retrieved from on 21 May 2019
  29. We Are Social. (2019). Digital in 2019. Retrieved from on 04 April 2020