This study analyses the impact of various digital marketing strategies on consumer confidence and their influence on purchasing decisions and loyalty in the clothing sector within the jurisdiction of the Tumbaco Zonal Administration. Based on the Stimulus-Organism-Response (SOR) theory, a structural model was applied to a sample of 400 medium-to-high-income households. The results revealed that mobile marketing (β = 0.213) and the SOR model (β = 0.571) had a significant effect on consumer confidence. However, strategies such as social media marketing, email marketing, online advertising, and influencer marketing did not have a statistically significant impact. Trust has a positive influence on purchase decisions (β = 0.753), which in turn affects loyalty (β = 0.454). The study concludes that personalization, ease of use, and an attractive digital environment are key to building trust and encouraging repeat purchases. These findings offer practical guidance to brands in the textile sector on how to optimize their digital strategies by prioritizing authentic, user-centric experiences in a competitive and constantly changing environment.