The Effect of Digital Marketing, Consumer Experience, and Lifestyle on Purchasing Decisions at Wedding Organizer MSMEs in Kediri Regency with Trust as a Mediator Variable

This study aims to analyze the effect of digital marketing, consumer experience, and lifestyle on purchasing decisions at wedding organizer MSMEs in Kediri Regency, with trust as a mediator variable. Using a quantitative approach and Structural Equation Modeling (SEM) analysis technique based on Partial Least Square (PLS), this study examines the cause-and-effect relationship between these variables. The results showed that digital marketing significantly positively affects trust and purchasing decisions. Consumer experience is also proven to affect trust and purchasing decisions, while lifestyle only directly affects purchasing decisions without involving trust as a mediator. In addition, trust is a significant mediator in the relationship between digital marketing and consumer experience with purchasing decisions. The model explains 71% of the variability in purchase decisions, with trust explaining 62% of changes in consumer trust levels. The findings make an essential contribution to the development of marketing theory and consumer behavior, and provide practical input for wedding organizer MSMEs in designing effective digital marketing and customer experience management strategies in the digital era