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.
Saputra et al. (Tue,) studied this question.