The purpose of the study was to determine the effect of digital marketing,
personal selling and brand image on purchasing decisions. The subjects of this study
were active students of Muhammadiyah University of Purwokerto using 100
respondent samples. The data collection technique used was purposive sampling.
The data analysis techniques used in this study were descriptive statistical analysis,
instrument testing (validity and reliability tests), classical assumption tests
(normality tests, multicollinearity tests, heteroscedasticity tests), multiple
regression analysis (determinant coefficient test (r2), F test (goodness of fit),
hypothesis test (t). The results of the study partially digital marketing, personal
selling and brand image have a positive and significant effect on purchasing
decisions. The results of this study can help companies in formulating more targeted
and structured marketing strategies, by adjusting priorities between digital
marketing, personal selling, and brand image.