The objective of this study is to examine how digital marketing techniques influence the purchasing decisions of services in Amman, Jordan. In order to achieve this objective, an inductive approach is utilized, combining descriptive and analytical methods. A questionnaire is developed based on relevant theoretical literature and previous studies pertaining to the topic of this study. The questionnaire is distributed electronically, resulting in a total of 409 responses. After excluding 17 responses from individuals who are not customers of Orange Telecom, 392 valid responses remained for analysis. The study population consists of all customers of Orange Telecom in Amman. The findings of the study indicate that digital marketing techniques, such as social media, email, text messages, and websites, have a statistically significant impact (α ≤ 0.05) on service purchasing decisions in Amman. Therefore, it is recommended that the company prioritize and allocate resources accordingly to each technique, focusing on utilizing the most effective ones. For instance, by emphasizing the company’s website, service purchasing decisions can increase by 38%, followed by text messages, social media, and email.