$filename = "img_001.jpg" #image filename

$latLongString = "28.2539139N, 16.8374311W" #coordinates in expected format

#divide string to latitudue and longitudue strings

$latitudue_str,$longitude_str = $latLongString.replace(" ","").split(',')

#separate number part (without letter)

$longitude = $longitude_str.Substring(0,$longitude_str.Length-1)

$latitudue = $latitudue_str.Substring(0,$latitudue_str.Length-1)

#separate direction char

$N_or_S = $latitudue_str.Substring($latitudue_str.Length-1)

$E_or_W = $longitude_str.Substring($longitude_str.Length-1)

#run exiftool to edit coordinates

exiftool.exe -GPSLongitudeRef="$E_or_W" -GPSLongitude="$longitude" -GPSLatitudeRef="$N_or_S" -GPSLatitude="$latitudue" "$filename" -overwrite_original