<![CDATA[Digital transformation has changed how fashion consumers search for information, evaluate alternatives, and make purchases, requiring small and medium enterprises to align market strategy with digital channels. This study analyzes the effects of segmentation, targeting, and positioning on purchasing decisions, both directly and through digitalization, at NBL Mode in Medan. A quantitative associative design was applied to 168 consumers selected according to indicator-based sample adequacy. Data were collected using questionnaires and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that segmentation, targeting, and positioning positively and significantly affect both digitalization and purchasing decisions. Digitalization also has a positive and significant effect on purchasing decisions and significantly mediates the effects of all three marketing strategy variables. The model explains 39.8% of digitalization and 52.2% of purchasing decisions. These findings indicate that precise market selection, differentiated positioning, and stronger digital service quality should be integrated to increase purchase conversion and support sustainable competitiveness for fashion SMEs.]]>
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