<![CDATA[This study aims to analyze the effect of service quality and trust on online purchasing decisions through the Tokopedia application among students of Universitas Muhammadiyah Makassar. This research employed a quantitative approach with a sample of 103 respondents obtained through questionnaire distribution using a Likert scale. The data analysis method used was multiple linear regression with the assistance of SPSS, including validity, reliability, and classical assumption tests. The results indicate that service quality has a positive and significant effect on purchasing decisions with a significance value of 0.049 < 0.05. Trust has a positive but insignificant influence on purchasing decisions with a significance value of 0.067 > 0.05. Simultaneously, service quality and trust influence online purchases with a significance value of 0.000 < 0.05 in the F test. Thus, service quality is a significant determinant factor, while trust has a positive but not yet significant influence on online purchasing decisions of students at Universitas Muhammadiyah Makassar.]]>
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