<![CDATA[This study aims to determine: 1. To determine the effect of trust on online purchasing decisions for shopee consumers in the city of Padang; 2. To determine the effect of convenience on online purchasing decisions for shopee consumers in the city of Padang; 3. To determine the effect of price on online purchasing decisions for shopee consumers in the city of Padang; The method used in this study is a quantitative method with a descriptive approach. The sample in this study was 80 respondents with a sampling technique using total sampling. The data analysis technique used is multiple linear regression analysis using SPSS 26. The data analysis technique starts with validity test, reliability test, normality test, heteroscedasticity test, multicollinearity test, multiple linear regression analysis, and hypothesis testing. This study shows the results: 1) Trust has a positive and significant effect on purchasing decisions t-count > t-table (2.226> 1.665) and sign value < alpha (0.029 < 0.05); 2) Convenience has a positive and significant effect on purchasing decisions with t-count > t-table (2.437 > 1.665) and sign value < alpha (0.017 < 0.05); 3) Price has a positive and significant effect on purchasing decisions with t-count > t-table (2.375> 1.665) and sign value ≤ alpha (0.020 < 0.05).]]>
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