<![CDATA[This study aims to analyze the influence of Social Media Promotion, Product Design, and Lifestyle on the Purchase Decision of Silver Jewelry at Pasar Bawah, Bungo City. This research employed a quantitative method with an associative approach. Primary data were collected by distributing questionnaires to 150 respondents selected using a purposive sampling technique, namely consumers who had purchased silver jewelry from three silver jewelry stores in Pasar Bawah, Bungo City. The data were analyzed using multiple linear regression with the assistance of SPSS version 20, including validity testing, reliability testing, classical assumption testing, t-test, F-test, and the coefficient of determination. The results of the study indicate that, partially, the Social Media Promotion variable has a positive but insignificant effect on purchase decisions (t = 0.564; Sig. = 0.573 > 0.05), while the Product Design variable has a negative and insignificant effect on purchase decisions (t = -0.026; Sig. = 0.979 > 0.05). Meanwhile, the Lifestyle variable has a positive and significant effect on purchase decisions (t = 9.750; Sig. = 0.000 < 0.05). Simultaneously, the Social Media Promotion, Product Design, and Lifestyle variables have a significant effect on purchase decisions (F = 49.231; Sig. = 0.000 < 0.05). The Adjusted R Square value of 0.493 indicates that the variables of Social Media Promotion, Product Design, and Lifestyle explain 49.3% of the variation in purchase decisions, while the remaining 50.7% is influenced by other variables outside the research model.]]>
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