<![CDATA[Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh digital marketing terhadap keputusan pembelian dengan electronic word of mouth sebagai variabel mediasi pada konsumen Dealer Mitsubishi Dipo Internasional Pahala Otomotif Kota Padang. Jenis Penelitian adalah metode Penelitian kuantitatif. Populasinya adalah seluruh konsumen yang pernah melakukan pembelian kendaraan atau menggunakan layanan pada Dealer Mitsubishi Dipo Internasional Pahala Otomotif Kota Padang, dengan jumlah sampel 180. Teknik pengambilan sampel menggunakan metode purposive sampling. Analisa data menggunakan SEM-Partial Least Square (PLS). Berdasarkan hasil penelitian diperoleh digital Marketing berpengaruh positif dan signifikan terhadap electronic word of mouth. Electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian. Digital Marketing berpengaruh positif dan sigmifikan terhadap keputusan pembelian. Digital Marketing berpengaruh positif dan signifikan terhadap keputusan pembelian dengan electronic word of mouth sebagai variabel mediasi, dengan bentuk mediasinya adalah complementary mediation (mediasi komplementer) berbentuk partial mediation (mediasi parsial). Kata Kunci : Digital Marketing, Electronic Word Of Mouth, Keputusan Pembelian Abstract This study aims to determine the effect of digital marketing on purchasing decisions, with electronic word of mouth as a mediating variable, among consumers at the Mitsubishi Dipo Internasional Pahala Otomotif dealership in Padang City. The research method is quantitative. The population was all consumers who had purchased a vehicle or used services at the Mitsubishi Dipo Internasional Pahala Otomotif dealership in Padang City, with a sample size of 180. The sampling technique used purposive sampling. Data analysis used SEM (Partial Least Squares) (PLS). The results showed that digital marketing had a positive and significant effect on electronic word of mouth. Electronic word of mouth had a positive and significant effect on purchasing decisions. Digital marketing had a positive and significant effect on purchasing decisions. Digital marketing had a positive and significant effect on purchasing decisions, with electronic word of mouth as a mediating variable, with the mediation being complementary mediation (partial mediation). Keywords: Digital Marketing, Electronic Word of Mouth, Purchasing Decisions]]>
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