<![CDATA[The development of digital technology has transformed marketing strategies and consumer behavior, making social media, digital marketing, and customer management systems important factors in increasing purchasing decisions. This study aims to analyze the influence of social media, digital marketing, and customer management systems on purchasing decisions at PT Primafood International, Prima Fresh Food Tanjung Barangan. This research employed a quantitative approach with a causal associative research design. The population consisted of 900 customers, with a sample of 90 respondents determined using the Slovin formula and selected through simple random sampling. Data were collected through observation, questionnaires, and documentation, and analyzed using multiple linear regression, t-test, F-test, and coefficient of determination. The results indicate that social media, digital marketing, and customer management systems simultaneously have a positive and significant effect on purchasing decisions. Partially, all three variables also have a positive and significant effect on purchasing decisions, with digital marketing showing the most dominant influence. The coefficient of determination was 55.6%, indicating that purchasing decisions can be explained by the three independent variables, while the remaining percentage is influenced by other factors. These findings emphasize the importance of optimizing digital marketing strategies and customer relationship management to improve purchasing decisions.]]>
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