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All Journal Parameter Abdimasku : Jurnal Pengabdian Masyarakat ProBisnis : Jurnal Manajemen Journal of Mathematics Instruction, Social Research and Opinion Journal of Accounting and Finance Management (JAFM) WIKUACITYA: Jurnal Pengabdian Kepada Masyarakat
Wisnu Wijayanto
Prodi Manajemen, Fakultas Ekonomika Dan Bisnis, Universitas Wijaya Kusuma Purwokerto
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

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The Influence of Brand Ambassador, Brand Image, Social Media Marketing, and Word of Mouth on Samsung Smartphone Purchasing Decisions Among University Students in Purwokerto, Indonesia Yuningsih; Wisnu Wijayanto; Akbar Pahlevi
Journal of Mathematics Instruction, Social Research and Opinion Vol. 5 No. 3 (2026): September
Publisher : MASI Mandiri Edukasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58421/misro.v5i3.1841

Abstract

This study examines the influence of brand ambassador, brand image, social media marketing, and word of mouth on students' purchasing decisions for Samsung smartphones at the Faculty of Economics and Business, Universitas Wijayakusuma Purwokerto. The study used a quantitative associative approach with multiple linear regression analysis. The sample size was determined using the Lemeshow formula, yielding a minimum of 97 respondents selected through purposive sampling. Data were collected via a structured questionnaire and analyzed using validity, reliability, classical assumption, and hypothesis tests. The regression equation obtained was Y = 2.702 + 0.174X₁ + 0.300X₂ + 0.297X₃ + 0.290X₄ + e, with a coefficient of determination (R²) of 0.608, indicating that the four independent variables explain 60.8% of the variance in purchasing decisions. The F-test result (F = 14.081 > F-table = 2.471, sig. = 0.000) confirmed the model's overall significance. The t-test results showed that brand ambassador (t = 2.151), brand image (t = 2.530), social media marketing (t = 3.568), and word of mouth (t = 3.794) each exceeded the critical t-table value of 1.662 with significance levels below 0.05, indicating that all four variables have a positive and significant effect on purchasing decisions. These findings suggest that Samsung should continue to leverage credible brand ambassadors, consistent brand positioning, engaging social media content, and positive consumer-to-consumer communication to strengthen purchasing decisions among student consumers.
Co-Authors Achadi, Ady Ady Achady Anggi Widianingsih Cahyo, Heru Devika Nurul Aeni Doni Setiawan Enrico Aziezy Florenkias Nikosal Koesoemasari, Dian Safitri Pantja Masita, Tri Esti Nugraha, Ginanjar Adi Pahlevi, Akbar Purnomo, Sodik Dwi Ratna Pujiastuti Resa Tri Wulandari Riska Sirli Arif Fina Rizka Fauziyatun Nisa Shafy Nur Farah Dilla Sully Kemala Octisari Surveyandini, Mayla Yuningsih Zalfa Puspa Sukma Zhika Vilanti