<![CDATA[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.]]>
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