The specific objective of the research is to obtain the results of the analysis of the influence of digital marketing on consumer purchasing decisions of Go Fyber Products in Palembang City through brand image as a mediating variable. The research method uses quantitative methods, field data collection using questionnaires, interviews and documentation techniques. This research is an associative research, where in this study there are variables that are related and can influence other variables. The population of this research is 840 consumers of Go Fyber Products in Palembang City, taken as a sample of 271 consumers through the Slovin formula calculation. Data processing uses the SmartPLS 4.0 software program. The results of the study show that digital marketing has a significant positive effect on brand image, digital marketing has a significant positive effect on purchasing decisions, brand image has a significant positive effect on purchasing decisions, and digital marketing has a significant positive effect on purchasing decisions of GoFyber Products in Palembang City through brand image.

Keywords: Digital Marketing, Purchasing Decisions, Brand Image