PENGARUH DIGITAL MARKETING, CITRA MEREK DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI PT. BUMI LINGGA PERTIWI

Abstract This study aims to analyze the effect of digital marketing, brand image, and service quality on purchasing decisions at PT. Bumi Lingga Pertiwi. The research employs a quantitative approach with an associative method. Data were collected through questionnaires distributed to the company’s consumers and analyzed using multiple linear regression. The results indicate that digital marketing has a positive and significant effect on purchasing decisions, with a significance value of 0.002 < 0.05 and a regression coefficient of 0.276. Brand image also shows a positive and significant influence, with a significance value of 0.007 < 0.05 and a regression coefficient of 0.238. Meanwhile, service quality emerges as the most dominant factor influencing purchasing decisions, with a significance value of 0.000 and a regression coefficient of 0.340. Simultaneously, these three variables significantly affect consumer purchasing decisions. The findings suggest that the company should strengthen its brand image, enhance the effectiveness of digital marketing strategies, and maintain high service quality to remain competitive and improve customer satisfaction in the property sector. Keywords: Digital Marketing, Brand Image, Service Quality, Purchasing Decisions, Property