The purpose of this study was to analyze the security, convenience,
promotion and product reviews of online purchasing decisions on e-commerce
Tokopedia students at University Of Muhammadiyah Purwokerto. The population
of this research is students at University Of Muhammadiyah Purwokerto who
have made purchases at least 2 times on Tokopedia e-commerce. The sampling
technique used was non-probability sampling with purposive sampling method.
The number of samples is 110 respondents with several criteria that have been
required. Data collection technique using a questionnaire. The results of the
regression analysis show simultaneously security, convenience, promotion and
product reviews on purchasing decisions. Security partially has a significant
positive effect on purchasing decisions. Partially convenience has a significant
positive effect on purchasing decisions. Promotion partially has a significant
positive effect on purchasing decisions. Product reviews partially have a
significant positive effect on purchasing decisions.