Purpose: This study examines how the digital marketing mix, brand image, and customer experience relate to purchase intention through customer trust and perceived value among e-commerce consumers in Medan, Indonesia.
Research methodology: A cross-sectional online survey yielded 385 valid responses through purposive sampling. The measurement and structural models were assessed using partial least squares structural equation modeling in SmartPLS 4.0, with 5,000 bootstrap resamples for indirect effects.
Results: All eleven direct paths were positive and statistically significant. The six indirect effects through trust and perceived value had confidence intervals excluding zero, consistent with complementary partial mediation. The model explained 62.7% of the variance in purchase intention. Customer experience had the largest estimated total association among the three antecedents.
Conclusions: The results support coordinated attention to digital marketing, brand perceptions, and customer experience, together with trust and value evaluations.
Limitations: Cross-sectional self-reports and non-probability sampling restrict causal interpretation and generalization beyond the sampled consumers.
Contribution: Drawing on contemporary customer experience theory and the integrative customer-perceived-value framework, this study specifies trust and value as parallel organismic pathways within the stimulus–organism–response model. It provides a context-specific account of how evaluations of digital touchpoints relate to purchase intention.