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

Ananda Raihan Dwi Saputra; Dian Widyaningtyas; Hengky Widhiandono; Irawan Randikaparsa

doi:10.55927/fjmr.v4i8.373

Authors

Ananda Raihan Dwi Saputra Universitas Muhammadiyah Purwokerto
Dian Widyaningtyas Universitas Muhammadiyah Purwokerto
Hengky Widhiandono Universitas Muhammadiyah Purwokerto
Irawan Randikaparsa Universitas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.55927/fjmr.v4i8.373

Keywords:

Trust, Security, Service Quality, Digital Marketing

Abstract

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.

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