The Influence of Social Media Promotion and Company Location on Purchase Decisions (Case Study at Photomatics Studio Bandung)

The photography industry in Indonesia has grown rapidly in line with the increasing public demand for visual documentation and the trend of social media use. Photomatics Studio Bandung, as one of the self-photo studio businesses, faces challenges in maximizing social media promotion and selecting strategic locations to enhance consumer purchase decisions. This study aims to identify, describe, and analyze: (1) The conditions of social media promotion, location, and purchase decisions at Photomatics Studio Bandung; (2) The simultaneous influence of social media promotion and location on purchase decisions; (3) The partial influence of social media promotion on purchase decisions; and (4) The partial influence of location on purchase decisions. The research method used is descriptive and verification with a quantitative approach. The population in this study consists of 2,366 consumers. The sample comprises consumers of Photomatics Studio Bandung selected through non- probability sampling techniques, with a total of 110 respondents. Data collection was carried out through questionnaires, and data analysis used multiple linear regression, correlation coefficients, determination coefficients, and hypothesis testing with SPSS Version 22. The results show that social media promotion is in the good or agree category, location is in the good or agree category, and purchase decisions are also in the good or agree category. Simultaneously, social media promotion and location have a positive and significant effect on purchase decisions. Partially, both social media promotion and location have a positive and significant effect on purchase decisions at Photomatics Studio Bandung.