<![CDATA[The rapid advancement of digital technologies, including the internet, social media, e-commerce platforms, online marketplaces, and artificial intelligence-based applications, has fundamentally transformed consumer behavior in the digital marketplace. Consumers are no longer passive recipients of marketing messages; instead, they actively seek information, evaluate alternatives, engage with brands, and make purchasing decisions through various digital channels. This transformation has led to the emergence of Digital Consumer Behavior as a critical determinant of marketing effectiveness and business sustainability in the digital economy. This study aims to examine the influence of Digital Consumer Behavior on Consumer Trust and Purchase Decision, as well as to investigate the mediating role of Consumer Trust in this relationship. A quantitative research approach was employed using a survey method involving 100 active digital platform users who had conducted online purchases within the previous six months. Respondents were selected through purposive sampling, and data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The empirical findings reveal that Digital Consumer Behavior has a positive and significant effect on Consumer Trust and Purchase Decision. Furthermore, Consumer Trust significantly influences Purchase Decision. The mediation analysis demonstrates that Consumer Trust significantly mediates the relationship between Digital Consumer Behavior and Purchase Decision. The coefficient of determination indicates that the model explains of the variance in Consumer Trust of the variance in Purchase Decision having a strong relationship. These findings provide theoretical support for the integration of digital consumer behavior and consumer trust perspectives within contemporary marketing literature. From a managerial perspective, businesses should focus on delivering informative, interactive, and trustworthy digital experiences to strengthen consumer trust and enhance purchasing decisions. The study concludes that technological advancements have significantly reshaped how consumers acquire information, build trust, evaluate product alternatives, and make purchasing decisions in a faster, more efficient, and increasingly rational manner.]]>
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