<![CDATA[This study aims to examine the effect of digital marketing and consumer trust on consumer purchasing decisions at Benang Raja Store in Salatiga, both partially and simultaneously. The study employed a quantitative associative-causal design. The population consisted of consumers who had purchased products from Benang Raja Store, while 96 valid respondents were analyzed using purposive sampling. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using validity and reliability tests, multiple linear regression, coefficient of determination, t-test, and F-test with SPSS. The results show that digital marketing has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.400, t-value of 6.041, and significance of 0.000. Consumer trust also has a positive and significant effect, with a regression coefficient of 1.101, t-value of 10.275, and significance of 0.000. Simultaneously, digital marketing and consumer trust significantly affect purchasing decisions, indicated by an F-value of 583.121 and significance of 0.000. The R Square value of 0.926 indicates that the two independent variables explain 92.6% of the variation in purchasing decisions, while the remaining 7.4% is explained by other factors outside the model. The findings imply that digital promotional activities should be integrated with efforts to maintain product quality, service, information accuracy, and consumer trust.]]>
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