<![CDATA[At CV. CS Lestari Jaya, a decline in sales is evident due to a continuous decrease in customer purchases. This drop in customer purchasing decisions may be linked to the company's limited iuse of e-commerce and digital marketing strategies. The am of this study is to assess how the use of e-commerce and digital marketing can influence customer purchasing decisions at CV. CS Lestari iJaya Kisaran. This research is quantitative in nature,iwith a population of 149 customers who made purchases at CV. CS Lestari Jaya Kisaran in 2023. The sample size was determined using the iSlovin formula with a 5% standard error, resulting in 109 samples. The findings ndicate that both e-commerce and digital marketing have a significant impact on customer purchasing decisions, iboth ndividually and together. To enhance customer purchasing decisions, it is crucial for CV. CS Lestari Jaya Kisaran to effectively leverage e-commerce platforms and digital marketing strategies. Furthermore, running targeted paid advertising campaigns on these platforms can help reach specific audiences based on demographics and nterests, ncreasing the like lhood of conversions.]]>
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