T This study aims to analyze the effect of the digital marketing mix on purchase intention at used car showrooms in jakarta, with customer mix serving as a mediating variable. the rapid development of digital technology has significantly transformed consumer behavior in the automotive industry, where prospective buyers tend to search for information through digital platforms before making purchasing decisions. this research employed a quantitative approach using a survey method by distributing questionnaires to 220 respondents who had experience or understanding related to the digital marketing activities of used car showrooms. the sampling technique used was purposive sampling, while data analysis was conducted using structural equation modeling (sem). the findings reveal that the digital marketing mix has a positive and significant effect on both customer mix and purchase intention. furthermore, customer mix was proven to mediate the relationship between digital marketing mix and purchase intention. these results indicate that effective digital marketing strategies, such as transparent product information, attractive digital promotions, and accessible digital platforms, can enhance positive consumer perceptions, customer engagement, and purchase intentions toward used car showrooms. this study contributes academically to the development of digital marketing literature in the automotive industry and provides practical insights for showroom managers in improving business competitiveness in the digital era.