<![CDATA[Background: The rapid development of digital technology has significantly transformed economic activities, particularly in the marketplace sector, which continues to grow in Indonesia. Generation Z, as the dominant users of marketplace platforms, exhibits dynamic behavioral characteristics influenced by various digital factors. Objective: This study aims to analyze the influence of digital marketing strategies and changes in consumer behavior on purchase decisions in Indonesian marketplaces. Method: This research employs a quantitative approach with a survey design, involving 200 respondents selected using purposive sampling techniques. Data were collected through Likert-scale questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results: The findings indicate that digital marketing strategies exert a strong influence on purchase decisions, both directly and indirectly through changes in consumer behavior as a partial mediating variable. Furthermore, changes in consumer behavior play a crucial role in determining purchase decisions. These findings suggest that the effectiveness of digital marketing largely depends on its ability to shape consumer behavior. This study is expected to contribute theoretically to the development of digital marketing research and provide practical insights for businesses in designing more adaptive and consumer behavior-based marketing strategies in the digital era.]]>
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