The aim of the research is to determine the influence of trust, service
quality and store atmosphere on purchasing decisions. The object of this research
was active students at the Muhammadiyah University of Purwokerto using a
sample of 100 respondents. The data collection technique used was purposive
sampling. The data analysis techniques used in this research are descriptive
statistical analysis, instrument test (validity and reliability test), classical
assumption test (normality test, multicollinearity test, heteroscedasticity test),
multiple regression analysis (determinant coefficient test (r2), F test ( goodness of
fit), hypothesis test (t). The results of the research show that trust and store
atmosphere have a positive and significant effect on purchasing decisions