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All Journal Journal of Mathematics Instruction, Social Research and Opinion WIKUACITYA: Jurnal Pengabdian Kepada Masyarakat
Akbar Pahlevi
Universitas Wijayakusuma Purwokerto
Humanities Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

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Motivasi Digitalpreneurship: Menjadi Pelaku UMKM Berbasis Teknologi dan Kreativitas Akbar Pahlevi; Harsuti; Fatwa Zuhaena; Ady Achadi
WIKUACITYA: Jurnal Pengabdian Kepada Masyarakat Vol. 5 No. 1 (2026): WIKUACITYA: Jurnal Pengabdian Kepada Masyarakat
Publisher : Universitas Wijayakusuma Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63859/wikuacitya.v5i1.487

Abstract

Revolusi industri 4.0 menuntut UMKM di Indonesia untuk memiliki kematangan di dalam pengadopsian teknologi. Namun, tingginya penetrasi interner belum berbanding lurus dengan jumlah pelaku UMKM yang mampu mengoptimalkan teknologi untuk inovasi produk dan efisiensi bisnis. Permasalahan utama yang dihadapi oleh banyak pelaku usaha lokal, khususnya di Desa Sunyalangu, Banyumas adalah rendahnya motivasi untuk bertransformasi menjadi digitalpreneur. Pengabdian kepada masyarakat yang dilakukan diharapkan dapat meningkatkan motivasi pelaku UMKM agar bertransformasi sebagai digitalpreunership dengan memanfaatkan teknologi dan kreativitas dalam berwirausaha.
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 Ady Achadi Harsuti Wisnu Wijayanto Yuningsih Zuhaena, Fatwa