<![CDATA[Purchasing decisions represent an important behavioral outcome for financial service institutions offering gold investment and pawn-related products in increasingly competitive markets. This study aims to examine the effects of service quality and digital marketing on purchasing decisions at PT. Pegadaian Mengwi Branch, Badung Regency. An empirical quantitative approach with a causal research design was employed, involving 100 consumers who had purchased gold products at the branch and were selected through purposive sampling. Primary data were collected using a structured questionnaire measured on a five-point Likert scale, while multiple linear regression was applied to assess the partial and simultaneous effects of the independent variables. The analytical procedure was preceded by validity, reliability, normality, multicollinearity, and heteroscedasticity tests to establish the adequacy of the measurement instruments and regression model. The findings indicate that digital marketing has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.391, t-statistic of 4.296, and significance value of 0.000. Service quality also has a positive and significant effect, with a coefficient of 0.407, t-statistic of 4.363, and significance value of 0.000, while the simultaneous test produces an F-statistic of 69.502 with a significance value of 0.000. The coefficient of determination of 0.589 indicates that digital marketing and service quality jointly explain 58.9% of the variation in purchasing decisions. These findings highlight the importance of integrating informative digital marketing, interactive financial communication, and consistent customer-oriented service to strengthen consumer purchasing decisions at PT. Pegadaian Mengwi Branch.]]>
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