نشریه بین المللی نوآوری در مدیریت ، اقتصاد و توسعه 1 1 Measuring the Effect of Marketing Tools on Customers' willingness to purchase 77 90 10.22051/jera.2021.31891.2698 FA Mahdi Post graduated in Business Management at Faculty of Management, Central Branch, Islamic Azad University Dr. Associate Professor at Faculty of Management, Central Branch, Islamic Azad University The recognition of factors influencing a customer's purchase decision is one of the trending topics that has received growing attention of marketers. These factors, especially those that wield influence on the customer's willingness to purchase, have been the subject of considerable attention, partly because this impact has broad implications for customers. Some of the factors affecting customers' willingness to purchase include brand reputation, production technology, advertising, and the role of sales experts. In this study, attempts have been made to measure the degree of this effect. Since this paper investigates theoretical constructs in real and practical context, it is classified as applied research. A survey method has been adopted for data collection. The statistical population of this study consisted of the customers of human resource management software, and the sample was chosen from among the customers of Raybin Software Company. For descriptive analysis of the data, charts, tables and dispersion indices were used. Moreover, for the analysis of descriptive statistics, various statistics and Kolmogorov-Smirnov test were used in the SPSS software. The inferential analysis of hypotheses was conducted using structural equation modeling in LISREL software. The results suggested that all of the above factors exerted influence on customers’ willingness to purchase, but given the competitive nature of the today’s market, the efficacy of advertisement has tapered off to some extent, giving its place to brand reputation and production technology. /downloadfilepdf/106759