The Influence of Trust, Security, Service Quality, and Digital Marketing on Purchasing Decisions for Compass Shoes on Tokopedia

This study aims to analyze the influence of trust, security, service quality, and digital marketing on purchasing decisions for Compass Shoes on Tokopedia. A quantitative approach was used, with the population comprising Generation Z in Banyumas Regency. A purposive sampling method was used, with 130 respondents. Data analysis was performed using SPSS version 26. to analyze the relationship between variables. The results showed that Trust did not have a significant positive effect on purchasing decisions. Security had a significant positive effect on purchasing decisions. Service Quality had a negative but insignificant effect on purchasing decisions, and Digital Marketing had a significant positive effect on purchasing decisions.