THE ROLE OF DIGITAL MARKETING, BRAND IMAGE, AND CUSTOMER SERVICE IN INFLUENCING PURCHASE DECISIONS AT ONE STREET FOOD IN PEKANBARU

The aim of this research is to determine the influence of digital marketing, brand image, and service quality on purchasing decisions at One Street Food in Pekanbaru. The population in this study consists of 19,000 visitors to OSF in Pekanbaru. The data analysis techniques used in this study include descriptive analysis and multiple linear regression analysis with the aid of statistical software. The population for this research consists of consumers who made purchases at One Street Food Pekanbaru. The sample size was determined using the Slovin formula, amounting to 100 people, and the sample will be taken using the accidental sampling method. The data analysis in this study employs multiple linear regression analysis with the help of SPSS. Based on the research findings, it was found that digital marketing has a positive and significant influence on purchasing decisions, brand image has a positive and significant influence on purchasing decisions, and service quality has a positive and significant influence on purchasing decisions at One Street Food in Pekanbaru. It is recommended that One Street Food (OSF) in Pekanbaru should consistently pay attention to how to create a strong brand image to foster purchasing decisions, particularly in terms of increasing the variety of tenants available for selection, so that the brand image applied to OSF can further enhance consumer purchasing decisions.