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The study analyzes the impact of brand image, salesperson interaction, and digital marketing on purchasingdecisions in the industrial engineering market of WIKA Instrument Company. The research is driven byobserved sales fluctuations despite various marketing efforts. A quantitative method with a multiple linearregression approach is applied, using questionnaires distributed to buyers who have completed transactionswith the company. The findings reveal that all three independent variables significantly influencepurchasing decisions, with digital marketing being the most dominant factor. Brand image acts as amoderating variable, while interaction with salespeople also plays a crucial role. The determination analysisindicates that these variables explain 71.7% of the variation in purchasing decisions. The F-test and t-testresults further confirm the significance of these relationships. The study concludes that enhancing digitalmarketing strategies, supported by a strong brand image and effective salesperson interactions, can boostpurchasing decisions.