The Influence of Celebrity Endorsers, Electronic Word of Mouth, and Lifestyle on Purchasing Decisions for Eiger Adventure Products (A Study on Eiger Adventure Consumers in Surabaya City)

  • Silvia Anisah Lubis Universitas Pembangunan Nasional "Veteran" Jawa Timur, Surabaya, Indonesia
  • Budi Prabowo Universitas Pembangunan Nasional "Veteran" Jawa Timur, Surabaya, Indonesia
DOI: https://doi.org/10.31538/iijse.v8i3.7596

Abstract

This study aims to analyze the influence of celebrity endorsers, electronic word of mouth (e-WOM), and lifestyle on purchasing decisions for Eiger Adventure products. A quantitative approach was employed with data collected through questionnaires distributed to consumers who have purchased Eiger products. Multiple linear regression analysis was used to examine the effect of each variable. The findings show that simultaneously, celebrity endorsers, e-WOM, and lifestyle significantly influence purchasing decisions. However, partially, only celebrity endorsers and e-WOM have significant effects, while lifestyle does not. These findings highlight that promotional efforts through public figures and consumer reviews in digital media contribute more strongly to purchasing decisions than lifestyle factors. Therefore, companies are advised to maximize the role of endorsers and e-WOM strategies.

Downloads

Download data is not yet available.

References

Akkaya, M. (2021). Understanding the impacts of lifestyle segmentation & perceived value on brand purchase intention: An empirical study in different product categories. European Research on Management and Business Economics, 27(3), 100155.

Alifyanti, U., Nirawati, L., Andarini, S., & Nugroho, R. H. (2022). Pengaruh Celebrity Endorser, Citra Merek, dan Promosi Penjualan terhadap Keputusan Pembelian pada Produk Scarlett Whitening (Studi Kasus Konsumen Scarlett Whitening di Kota Surabaya). J-MAS (Jurnal Manajemen Dan Sains), 7(2), 546.

Andonopoulos, V., Lee, J. (Jiyeon), & Mathies, C. (2023). Authentic isn’t always best: When inauthentic social media influencers induce positive consumer purchase intention through inspiration. Journal of Retailing and Consumer Services, 75(August), 103521.

Anggraini. (2019). The Influence of Celebrity Endorser and Brand Image on Purchase Decision of Sunsilk Hijab Recharge Shampoo. Management Analysis Journal, 8(1), 187–196.

Anggreani, A., Puspita, V., & Markoni, M. (2024). Pengaruh Content Marketing dan Electronic Word of Mouth (E-WoM) pada Media Sosial Tiktok Shop Terhadap Keputusan Pembelian Produk Skincare Generasi Z Kota Bengkulu. Indo-Fintech Intellectuals: Journal of Economics and Business, 4(3), 725–733.

Byun, K. J., Park, J., Yoo, S., & Cho, M. (2023). Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions? Journal of Retailing and Consumer Services, 74(May), 103411.

Cabeza-Ramírez, L. J., Sánchez-Cañizares, S. M., Santos-Roldán, L. M., & Fuentes-García, F. J. (2022). Impact of the perceived risk in influencers’ product recommendations on their followers’ purchase attitudes and intention. Technological Forecasting and Social Change, 184(January).

Dewi, Ichwa Larasati (2023) Pengaruh Digital Marketing, Celebrity Endorsement Dan Word Of Mouth Terhadap Keputusan Pembelian Produk Scarlett Whitening Melalui Brand Awareness Sebagai Variabel Intervening (Studi Pada Konsumen Scarlett Whitening Di Kota Surabaya). Management Studies and Entrepreneurship Journal, 4(4), 3905–3913.

Efendi, M. S. A., & Purwanto, S. (2023). 7. Pengaruh Brand Image, Celebrity Endorser Dan Lifestyle Terhadap Keputusan Pembelian Sepatu Sneakers Nike. Management Studies and Entrepreneurship Journal, 4(6), 7114–7123.

Nadroo, Z. M., Lim, W. M., & Naqshbandi, M. A. (2024). Domino effect of parasocial interaction: Of vicarious expression, electronic word-of-mouth, and bandwagon effect in online shopping. Journal of Retailing and Consumer Services, 78(February), 103746.

Nenden Kusmawati, Citra Savitri, & Syifa Pramudita Faddila. (2024). Pengaruh Viral Marketing dan Elektronic Word Of Mouth Terhadap Keputusan Pembelian pada UMKM Seblak Teh Windy Melalui Followers TikTok. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(9), 5858–5871.

Ngo, T. T. A., Bui, C. T., Chau, H. K. L., & Tran, N. P. N. (2024). Electronic word-of-mouth (eWOM) on social networking sites (SNS): Roles of information credibility in shaping online purchase intention. Heliyon, 10(11), e32168.

Putra, J. T., Wijaya, E., & Ariska, Y. I. (2024). The Influence of Lifestyle and Product Quality on Consumer Purchasing Decisions at Bandung Distro Manna South Bengkulu. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(1), 1293–1298.

Rayhan, D. F., & Dermawan, R. (2023). The Influence of Celebrity Endorsers and Electronic Word of Mouth (E-Wom) on Shopee Brand Trust. Indonesian Journal of Business Analytics, 3(5), 1791–1802.

Tuan, P. T., Le Thu, H. D., & Hang, N. T. D. (2024). Influence of electronic word of mouth on consumers’ intention to purchase airline e-tickets in the Mekong Delta. Transportation Research Procedia, 80, 103–110.

Vindy Zalfa, K., & Indayani, L. (2024). Analysis Of Live Streaming, Electronic Word Of Mouth (E-WOM) And Affiliate MarkeAng On Purchasing Decision For Fashion Trend Productsi At The Shopee Marketplace (Case Study Of Shopee Users) Analisis Live Streaming, Electronic Word Of Mouth (E-WOM) Dan Affiliate MarkeAng Terhadap Keputusan Pembelian Produk Trend Fashion Pada Marketplace Shopee (Studi Kasus Pengguna Shopee). Management Studies and Entrepreneurship Journal, 5(1), 1291–1305.

Yin, Y. R., Li, Y., & Zhang, Y. (2022). Influencing factor analysis of household electric vehicle purchase intention of HaiNan Free Trade Port under the background of low-carbon lifestyle. Energy Reports, 8, 569–579.

Published
2025-10-22
How to Cite
Lubis, S., & Prabowo, B. (2025). The Influence of Celebrity Endorsers, Electronic Word of Mouth, and Lifestyle on Purchasing Decisions for Eiger Adventure Products (A Study on Eiger Adventure Consumers in Surabaya City). Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(3), 12596-12607. https://doi.org/10.31538/iijse.v8i3.7596
Issue
Vol 8 No 3 (2025): Sharia Economics
Section
Articles

Copyright (c) 2025 Silvia Anisah Lubis, Budi Prabowo

Creative Commons License

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

Authors who publish with this journal agree to the following terms:

      • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
      • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
      • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.