<![CDATA[This study aims to analyze the influence of transaction security and consumer trust on vehicle purchase decisions in Facebook Marketplace among active users in Jambi City. The research employed a quantitative approach using a questionnaire distributed to 96 respondents. After data processing and outlier removal, 86 valid responses were analyzed using multiple linear regression. The study was conducted in Jambi City, with the research subjects consisting of active Facebook Marketplace users who had previously purchased vehicles through the platform. Primary data were collected through an online questionnaire using Google Forms, while secondary data were obtained from books, scholarly journals, and relevant previous studies. The data analysis procedures included validity and reliability tests, classical assumption tests (normality, multicollinearity, and heteroscedasticity), multiple linear regression analysis, t-test, F-test, and the coefficient of determination (R²), using a significance level of 5%. The findings indicate that both transaction security and consumer trust have a positive and significant effect on purchase decisions, with a coefficient of determination (R²) of 0.656. These results suggest that higher levels of transaction security and consumer trust lead to stronger purchase decisions. Therefore, it is recommended that relevant stakeholders enhance transaction security systems and strengthen consumer trust to encourage higher purchase decision levels.]]>
