<![CDATA[The rapid development of digital marketplaces has transformed consumer behavior in searching for information, evaluating brands, and purchasing halal products. In digital commerce, brand identity that reflects Islamic values is no longer the sole factor influencing purchase intention. Consumers’ experiences when interacting with digital platforms have become increasingly important in shaping trust and purchasing decisions. This study aimed to examine the effects of Islamic Branding and Digital Customer Experience on Purchase Intention in halal marketplaces, with Consumer Trust as a mediating variable. The study employed a quantitative survey approach involving Muslim consumers in Indonesia who had used digital marketplaces to search for or purchase halal products. The proposed data analysis method was Partial Least Squares Structural Equation Modeling (PLS-SEM). Islamic Branding represented brand identity associated with Islamic values, halal compliance, ethical practices, and brand credibility. Digital Customer Experience represented consumers’ cognitive, emotional, social, and functional experiences during interactions with digital marketplaces. Consumer Trust reflected consumers’ confidence in brands, sellers, product information, and transaction security, while Purchase Intention represented consumers’ willingness to purchase halal products through digital marketplaces. This study contributed to the literature by integrating Islamic Branding and Digital Customer Experience to explain purchase intention in halal marketplaces, with Consumer Trust positioned as a mediating mechanism. The proposed model was expected to provide theoretical contributions to Islamic marketing and digital customer experience research, as well as practical implications for halal businesses and marketplace providers in developing trustworthy, user-oriented, and Islamic value-based digital commerce ecosystems.]]>
