<![CDATA[The purpose of this research is to examine how digital marketing, customer relationship management (CRM), and brand loyalty influence purchasing decisions made on the XYZ e-commerce platform. This is due to the increasing competition in the e-commerce industry, which demands companies to understand the components that influence consumer decisions. By using e-commerce, digital marketing and CRM become two important strategies to enhance interaction and build long-term relationships with customers. Meanwhile, brand loyalty serves to encourage repeat purchases and customer loyalty towards the brand. For this research, we used a survey method involving 200 active XYZ e-commerce users. The influence of each variable on purchasing decisions was determined through multiple regression data analysis. The research results show that Brand Loyalty has a stronger and more significant influence on customer purchasing decisions, while Digital Marketing and CRM have a positive and significant influence on purchasing decisions. The results indicate that, to enhance brand loyalty and drive consistent purchasing decisions in XYZ e-commerce, digital marketing and CRM strategies must work well together.]]>
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