<![CDATA[Penelitian ini bertujuan untuk menganalisis pengaruh product quality dan fashion lifestyle terhadap keputusan pembelian produk thrift di Rantauprapat, serta menguji peran digital marketing sebagai variabel moderasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan SmartPLS.Hasil penelitian menunjukkan bahwa product quality dan fashion lifestyle berpengaruh positif dan signifikan terhadap keputusan pembelian. Sementara itu, digital marketing berpengaruh positif tetapi tidak signifikan secara langsung. Dalam perannya sebagai variabel moderasi, digital marketing tidak mampu memoderasi hubungan antara product quality dan keputusan pembelian, namun mampu memoderasi secara positif dan signifikan hubungan antara fashion lifestyle dan keputusan pembelian. Kesimpulannya, kualitas produk dan gaya hidup fashion merupakan faktor utama dalam mendorong keputusan pembelian, sedangkan digital marketing berperan sebagai penguat terbatas, khususnya pada pengaruh fashion lifestyle. Abstract : This study aims to analyze the effect of product quality and fashion lifestyle on purchase decisions of thrift products in Rantauprapat and to examine the moderating role of digital marketing. A quantitative approach with a survey method was applied to 100 respondents. Data were collected using a Likert-scale questionnaire and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that product quality and fashion lifestyle have a positive and significant effect on purchase decisions. Digital marketing has a positive but not significant direct effect. As a moderating variable, digital marketing does not significantly moderate the relationship between product quality and purchase decisions, but it significantly strengthens the relationship between fashion lifestyle and purchase decisions. In conclusion, product quality and fashion lifestyle are the main determinants of purchase decisions, while digital marketing plays a limited strengthening role, particularly in relation to fashion lifestyle.]]>
