<![CDATA[This study analyzes the effects of digital payment on marketing strategy and consumer purchase decisions in Bengkulu City using primary data from 100 respondents. The instrument contains 12 Likert-scale indicators forming three constructs: digital payment characteristics (X1), marketing strategy effectiveness (X2), and consumer purchase decision (Y). All indicators have corrected item-total correlations above 0.30, and all constructs are reliable (Cronbach’s alpha: X1=0.766; X2=0.828; Y=0.749). Regression results indicate that digital payment does not significantly predict marketing strategy (β=0.162; p=0.125), but positively and significantly predicts purchase decisions (β=0.439; p<0.001). Marketing strategy also positively predicts purchase decisions (β=0.264; p=0.006). In the simultaneous model, X1 and X2 explain 23.2% of the variance in purchase decisions. A 5,000-replication bootstrap estimates an indirect effect of approximately 0.033 with a 95% CI [-0.009, 0.101], providing no evidence of mediation. The findings suggest that digital-payment experience is directly associated with purchase decisions, while marketing strategy remains independently relevant]]>
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