<![CDATA[This study examines the relationships between Digital Brand Experience, Online Customer Review, Purchase Decision, and Customer Satisfaction among Bo&Lou shapewear consumers in Medan, with Purchase Decision as a mediating variable. A quantitative cross-sectional survey was conducted involving 120 respondents selected using purposive sampling. Data were analyzed using PLS-SEM with SmartPLS 4 and a 5,000-resample bootstrapping procedure. The results show that Digital Brand Experience positively relates to Purchase Decision (β = 0.688; p < 0.001) and Customer Satisfaction (β = 0.477; p < 0.001). Online Customer Review also positively relates to Purchase Decision (β = 0.417; p < 0.001) and Customer Satisfaction (β = 0.411; p < 0.001). Purchase Decision positively relates to Customer Satisfaction (β = 0.273; p < 0.001). Furthermore, Purchase Decision provides complementary partial mediation in the relationships between Digital Brand Experience and Customer Satisfaction (β = 0.188; p < 0.001) and between Online Customer Review and Customer Satisfaction (β = 0.114; p = 0.001). The model explains 70.2% of the variance in Purchase Decision and 80.6% in Customer Satisfaction. PLSpredict results indicate moderate out-of-sample predictive power. These findings highlight the importance of consistent digital brand experiences and credible customer reviews in supporting purchase evaluation and satisfaction in online shapewear consumption.]]>
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