<![CDATA[This study examines the effects of Digital Transformation and Neuromarketing on the Purchase Decision of Bolu Cermai products, with Digital Cognitive Agility and Implicit Institutional Trust as mediating variables. A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The measurement model showed that all constructs met the required reliability and convergent validity criteria, with Cronbach’s Alpha values ranging from 0.874 to 0.894, Composite Reliability values from 0.908 to 0.922, and Average Variance Extracted values from 0.664 to 0.703. The structural model indicated that Digital Transformation and Neuromarketing explained 28.5% of the variance in Digital Cognitive Agility and 24.3% of the variance in Implicit Institutional Trust. These findings indicate that the effectiveness of Bolu Cermai marketing is not determined solely by digitalization and marketing stimuli, but also by consumers’ ability to process digital information and their trust in the transaction system. The study provides practical implications for MSMEs to strengthen digital experiences, improve marketing communication, and enhance transaction credibility to support consumer purchase decisions.]]>
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