Why do people like him?

He is not just a jerk. He is also a jerk. And apart from that... he is a great guy.

Most people are like that and most of them are not even slightly famous. So... they can relate to Bill Murray.

I personally like him for being an alcoholic, a wife-beater, a loving father and a disciple of Gurdjieff.

Scrooged really was a hate crime.

I don't care one way or t'other, but I'm surprised how often I see little decals on cars and maybe some tee shirts with his image on them. Maybe it's some anachronistic / anarchy move, but some people seem to really like him. I like him too -- but not THAT much.

I like him because he's funny.

Social misfit douchebags usually don't understand guys like Bill Murray. I feel like I know him somewhat because I've known a couple guys like him. They want to be the center of attention at social gatherings and they always bring their A game with them. They're extremely generous and affable in crowds, particularly with strangers. It's the people close to them that get the dark side of their personality because they despise the predictability and constraints of close relationships. In a working environment, brilliant improvisationalists like Murray get irritated with intensely serious, methodical actors who can't roll with the moment and who have brittle egos that can't take a little ribbing or off-the-cuff conversation or movie making. Two that come to mind is the uptight Richard Dreyfuss and the dullard Lucy Liu, both of whom Murray famously sparred with. Like most people, Murray has a good side and a bad side. Why do you think the majority of marriages end in divorce? Bill Murray is a gift to American comedy. That's the obvious answer to the OP's rather dumb question.

American icon

I just like his movies.

He can be difficult to work with, but he's got his charming and generous side too.

I don't think it's as black and white as you seem to.