Digital Innovation Mediating Digital Marketing Effects on Purchase Decisions and Brand Awareness at Mustang Farma

Purpose: This study aims to analyze the effect of digital marketing on purchase decisions and brand awareness, with digital innovation as an intervening variable, among customers of Mustang Farma Samarinda Clinic Pharmacy. 
Research Methodology: This study employed a quantitative explanatory approach. Data were collected through questionnaires using purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The analysis included validity and reliability testing, evaluation of the structural model, path coefficients, and bootstrapping to examine direct and indirect effects. 
Results: Digital marketing has a positive and significant effect on digital innovation, purchase decisions, and brand awareness. Digital innovation also positively and significantly affects purchase decisions and brand awareness. Furthermore, digital innovation significantly mediates the effects of digital marketing on both purchase decisions and brand awareness.
Conclusions: The findings demonstrate that integrating digital marketing with digital innovation is an effective strategy for enhancing customer purchase decisions and brand awareness. Digital innovation strengthens the effectiveness of digital marketing by improving service quality and customer experience. 
Limitations: The study was conducted in a single pharmacy setting and used purposive sampling and questionnaire-based data, which may limit the generalizability of the findings to other pharmaceutical service contexts. 
Contributions: This study contributes to digital marketing literature by demonstrating the mediating role of digital innovation in the relationship between digital marketing, purchase decisions, and brand awareness in a clinic-integrated pharmacy context. Practically, the findings highlight the importance of strengthening digital platforms, online consultation services, integrated ordering systems, and customer relationship management to enhance competitiveness.