<![CDATA[The accelerated progress of digital technology has fundamentally changed consumer interactions with firms while modifying shopping habits, resulting in a greater inclination toward unexpected purchasing activities. This investigation explores how digital marketing affects impulsive purchasing behavior while highlighting the intervening contributions of brand trust together with relationship quality among consumers of Urban & Co Indonesia. A quantitative research design was implemented, with evidence gathered through survey questionnaires completed by previous buyers of Urban & Co Indonesia. The collected information was evaluated using the PLS SEM approach. Results reveal that digital marketing positively and significantly influences impulsive buying, brand trust, and relationship quality. Additionally, both brand trust and relationship quality positively affect impulsive buying behavior. Research outcomes reveal that brand trust together with relationship quality bridge the association between digital marketing and impulsive buying, although relationship quality contributes a greater mediating effect than brand trust. This indicates that digital marketing not only directly propels impulsive buying but also enhances consumer trust in the brand and strengthens the connection between the company and its customers. Thus, it is recommended that businesses develop digital marketing strategies aimed at building trust and nurturing sustainable relationships with consumers to improve marketing outcomes and stimulate purchasing behavior.]]>
