<![CDATA[This study aims to examine the effect of Digital Marketing on Purchase Decision through Brand Image as a mediating variable among McDonald's consumers during the consumer boycott era. This research employed a quantitative approach with a causal research design. Data were collected from 169 respondents using purposive sampling and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that Digital Marketing has a positive and significant effect on Brand Image, while Brand Image significantly affects Purchase Decision. However, Digital Marketing does not have a significant direct effect on Purchase Decision. Furthermore, Brand Image serves as a full mediating variable in the relationship between Digital Marketing and Purchase Decision. These findings suggest that during the boycott era, consumers' purchase decisions are influenced not only by digital marketing activities but also by the brand image formed in consumers' perceptions. This study is expected to provide insights for companies in developing digital marketing strategies and managing brand image during crisis situations. The implications of the study are discussed further in the discussion section.]]>
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