<![CDATA[Purpose – This study examines the relationship between Digital Marketing Strategy and Switching Behavior through Showrooming Behavior among Generation Z fast-fashion consumers in Tuban Regency. The study addresses a research gap concerning the role of showrooming as a potential behavioral mechanism linking digital marketing exposure and consumer switching tendencies. Design/Methods/Approach – This study employed a quantitative explanatory design. Data were collected through an online questionnaire distributed via Google Forms to 100 Generation Z consumers aged 17–27 years using purposive sampling. Data were analyzed using IBM SPSS Statistics through validity and reliability testing, descriptive statistics, Pearson correlation analysis, simple and multiple regression analyses, and mediation testing. Findings – The findings indicate that Digital Marketing Strategy significantly influences Showrooming Behavior, which in turn significantly affects Switching Behavior. Although Digital Marketing Strategy initially has a significant positive relationship with Switching Behavior, this direct effect becomes statistically insignificant after Showrooming Behavior is introduced into the model. These results indicate that Showrooming Behavior fully mediates the relationship between Digital Marketing Strategy and Switching Behavior, suggesting that digital marketing strategies influence customers' switching behavior primarily through their showrooming activities. The model explains 51.3% of the variance in Switching Behavior. Research Implications/Limitations – The findings suggest that businesses should adopt integrated omnichannel strategies to reduce consumers’ tendencies to compare and switch to competing alternatives. The study is limited to Generation Z consumers in Tuban Regency and a cross-sectional design, highlighting the need for broader and longitudinal research. Originality/Value – This study integrates Digital Marketing Strategy, Showrooming Behavior, and Switching Behavior into a single framework, highlighting showrooming as an intervening mechanism linking digital marketing to consumer switching behavior among Generation Z fast-fashion consumers.]]>
