<![CDATA[This study aims to analyze the influence of Instagram social media, digital promotion, and customer testimonials on customer purchase intention at Studio DYS in Boyolali. This research employed a quantitative approach with an associative method. The population consisted of all Studio DYS customers in Boyolali, totaling 110 customers, with a sample of 86 respondents determined using the Slovin formula with a 5% margin of error. The sampling technique used was non-probability sampling with the accidental sampling method. Data were collected through questionnaires and analyzed using multiple linear regression analysis with the assistance of SPSS software. The results showed that Instagram social media has a positive and significant effect on customer purchase intention with a significance value of 0.012. Digital promotion also has a positive and significant effect on customer purchase intention with a significance value of 0.000. Customer testimonials have a positive and significant effect on customer purchase intention with a significance value of 0.001. Simultaneously, Instagram social media, digital promotion, and customer testimonials have a positive and significant effect on customer purchase intention at Studio DYS in Boyolali. The coefficient of determination (Adjusted R Square) value of 0.908 indicates that the three independent variables explain 90.8% of the variation in customer purchase intention.]]>
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