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W. Wijayanto

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Open access Sep 2026

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

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 r...

Yuningsih, W. Wijayanto, Akbar Pahlevi · 0 citations

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