Assessing the role of digital marketing mix in influencing Indonesian consumers’ purchase intentions for Yogyakarta’s fashion cultural products

This study investigates the impact of the Digital Marketing Mix Strategy (DMMS) on Purchase Intention (PI) for Yogyakarta’s fashion cultural products, incorporating the Theory of Planned Behavior (TPB) and Consumer Engagement (CE) as mediating and moderating constructs. As Yogyakarta, renowned as the City of Batik, is highly dependent on tourism and Micro, Small, and Medium Enterprises (MSMEs), the COVID-19 pandemic and the VUCA era have significantly disrupted this ecosystem, necessitating strategic digital marketing innovations to sustain the industry. Employing a quantitative research design, this study utilizes Structural Equation Modeling (SEM) to analyze data from 349 respondents, collected via purposive and snowball sampling. A 47-item questionnaire measures key variables. The results establish that DMMS positively influences TPB variables (attitude, subjective norms, and perceived behavioral control (PBC)) which, in turn, significantly enhance purchase intention. Furthermore, consumer engagement functions as both a mediator and moderator, amplifying these relationships. Notably, the direct effect of DMMS on PI is relatively weak compared to other variables, with an Original Sample value of 0.149, T-Statistic of 2.289, and P-Value of 0.022, indicating a statistically significant but less pronounced impact. Additionally, CE demonstrates a stronger influence on PI than TPB variables, underscoring its critical role in digital marketing strategies. Furthermore, PBC emerges as a significant determinant of PI, emphasizing the importance of consumers’ perceived control over purchasing decisions. This study contributes to theoretical advancements in digital marketing and consumer behavior, while also providing practical implications for policymakers to strengthen digital marketing capacity, enhance consumer engagement, and support the long-term sustainability of MSMEs in Yogyakarta’s fashion cultural industry.