<![CDATA[Abstract - This study aims to determine the influence of price perception and the digitalization of the Alfagift application on consumer purchasing decisions at the Alfamart Citra Raya 2 store in Tangerang. A quantitative research method was employed, utilizing a questionnaire with a 1–5 Likert scale, and data analysis was conducted using SPSS 32 software. Based on the simple linear regression test results, the Price Perception variable showed a significance value of <0.001 and a t-statistic of 3.955, indicating a significant partial effect on purchasing decisions (regression equation: Y = 7.184 + 0.828X1) with a contribution of 83.2%. The Digitalization variable also demonstrated a significant partial effect, with a significance value of <0.001 and a t-statistic of 5.681 (regression equation: Y = 5.361 + 0.877X2), contributing 85.4%. Simultaneously, price perception and digitalization significantly influenced purchasing decisions, evidenced by an F-statistic of 333.254 (significance <0.001) and a coefficient of determination (R²) of 87.4%. The findings indicate that appropriate pricing and well-prepared digitalization are crucial factors for enhancing consumer purchasing decisions at Alfamart Citra Raya 2, Tangerang.]]>
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