Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing dan customer relationship marketing terhadap keputusan pembelian pada platform e-commerce shopee. metode penelitian yang digunakan adalah penelitian kuantitatif dengan pengumpulan data melalui kuesioner kepada 160 pengguna aktif shopee di tarakan. metode analisis data dilakukan menggunakan teknik regresi berganda untuk menentukan hubungan antara variabel independen digital marketing dan customer relationship marketing dan variabel dependen keputusan pembelian. hasil penelitian menunjukkan bahwa digital marketing dan customer relationship marketing secara positif dan signifikan mempengaruhi keputusan pembelian pada marketplace shopee. implikasi penelitian ini adalah bahwa perusahaan dapat meningkatkan efektivitas antara strategi digital marketing yang menjangkau pelanggan potensial dan customer relationship marketing yang mempertahankan hubungan positif dengan pelanggan dalam mempengaruhi keputusan pembelian konsumen. temuan ini memberikan pandangan yang berharga bagi praktisi pemasaran dalam mengoptimalkan strategi mereka di lingkungan e-commerce yang kompetitif. kata kunci : digital marketing, customer relationship marketing, keputusan pembelian

This study aims to analyze the influence of digital marketing and customer relationship marketing on purchasing decisions on the shopee e-commerce platform. the research method used is quantitative research with data collection through questionnaires to 160 active shopee users in tarakan. the data analysis method is done using multiple regression techniques to determine the relationship between the independent variables of digital marketing and customer relationship marketing and the dependent variable of purchasing decisions. the results showed that digital marketing and customer relationship marketing positively and significantly influence purchasing decisions on the shopee marketplace. this study implies that companies can increase the effectiveness of digital marketing strategies that reach potential customers and customer relationship marketing that maintains positive r.elationships with customers in influencing consumer purchasing decisions. these findings provide valuable insights for marketing practitioners in optimizing their strategies in a competitive e-commerce environment. keywords: digital marketing, customer relationship marketing, purchasing decisions