Analysis of The Influence of Social Media Promotion, Price and Service Quality on The Decision to Use Uvers Studio Services In Batam

Abstract

Introduction/Main Objectives: This study analyzes the effect of social media promotion, price, and service quality on customers’ decisions to use Uvers Studio, a premium photography and videography service in Batam City, Riau Islands Province, Indonesia. The topic is important because creative service providers increasingly rely on digital platforms and value-based pricing strategies to attract clients in a highly competitive event and documentation market. Understanding which factors actually drive the decision to hire a studio is crucial for designing effective marketing and service strategies in the creative industries.

Background Problems: The research problem focuses on how social media promotion, price, and service quality influence the decision to use services, both individually and jointly. Previous studies show inconsistent findings regarding which variable is most influential in shaping customer decisions in service contexts. This study seeks to determine whether social media promotion, price, and service quality significantly affect the decision to use Uvers Studio’s services and to what extent these variables contribute to explaining variations in customer decisions in a premium creative service setting.

Research Methods: A quantitative causal-associative approach was employed by distributing structured questionnaires to 85 respondents who had used Uvers Studio’s services. The sampling technique was non-probability sampling. Data were analyzed using SPSS 26, including validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The variables examined were social media promotion (X1), price (X2), service quality (X3), and the decision to use services (Y).

Finding/Results: The results show that, partially, price has a positive and significant effect on the decision to use Uvers Studio’s services, while social media promotion and service quality do not have significant partial effects. In contrast, social media promotion, price, and service quality simultaneously have a significant effect on the decision to use services, and the coefficient of determination indicates that these three variables jointly explain a substantial portion of the variance in customer decisions. These findings highlight that, in the case of Uvers Studio, customers’ service-use decisions are primarily driven by perceived value for money, whereas social media promotion and service quality play supporting roles that strengthen the decision when aligned with an appropriate pricing strategy.

Conclusion: The study concludes that, within a premium creative service context, price is the dominant factor that directly shapes customers’ decisions to use Uvers Studio’s services, while social media promotion and service quality contribute more indirectly through their combined effect in the overall decision-making model. Strengthening value-based pricing and ensuring that promotional messages and service delivery consistently reflect the promised value are therefore essential for increasing customers’ propensity to choose Uvers Studio.