<![CDATA[A critical phase in the consumer decision making process is buying interest, which is frequently impacted by the marketing mix that the business uses. Through digital communication and word of mouth, successful marketing efforts raise brand recognition, develop a favorable brand image, and cultivate trust, all of which eventually pique consumers' interest in learning more or making a trial buy. This study was carried out at PT. Cakra Guna Karya Nusa, a tobacco product distributor and marketer situated in the Malang regency. Instead of utilizing hard selling to promote cigarettes, digital marketing focuses on lifestyle and emotional interaction to pique consumer interest. All customers of cigarette brands sold by PT. The Work Of Nusa make up the study's population. Ten times the number of indications in the questionnaire (10 x 15 indicators = 150 respondents) was used to establish the sample size for this study. Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS software version 4 is the data analysis technique employed. The findings demonstrated that customer purchasing interest is positively and significantly impacted by digital marketing. Brand recognition shows how positive and significant their impacted by digital marketing. Consumer interest in purchasing shows how positive and significant the impacted by brand recognition. Consumer interest in making purchases shows how positive and consistency the impacted by word of mouth. The impact of digital marketing on customer purchasing interest is partially mediated by brand awareness. The impact of internet marketing on consumers' interest in making purchases is moderated by word of mouth.]]>
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