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The aim of this research is to explore the variables influencing consumer decision-making in selecting an Internet service provider from Orange Telecommunications in Amman, Jordan. The variables analyzed in this study consist of online marketing, personal sales, direct mail, and telemarketing. 425 surveys were distributed to Orange Telecommunications Company customers in Amman, and data were collected. The findings reveal that online marketing, personal sales, direct advertising, and television marketing significantly impact consumer purchase choices. Notably, online marketing emerges as the most influential factor in consumer decision-making for online services. In light of these findings, it is advisable for Orange Telecommunications Company to enhance its digital marketing strategies by boosting its presence on social media, optimizing its website, and implementing targeted online advertising campaigns. Furthermore, the company should improve its personal selling techniques by offering thorough training for sales representatives, personalizing content in direct mail marketing, and regularly updating scripts while training telemarketing staff to maximize the effectiveness of their efforts. Additionally, it is recommended that the company engage in ongoing market research and invest in advanced analytics tools to refine its marketing strategies and better address customer needs.
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