The Influence of Membership Programs and Application Ease of Use on Consumer Purchasing Decisions in Modern Retail

This study aims to analyze the influence of membership programs and application ease of use on consumer purchasing decisions in modern retail. The subjects of this study were consumers using the membership application at Indomaret in Tangerang. A quantitative approach was employed using purposive sampling with 100 respondents. Data were analyzed using Partial Least Squares (PLS) with SmartPLS version 4.1.1.8. The results indicate that, partially, the membership program does not have a significant effect on consumer purchasing decisions, while application ease of use has a positive and significant effect. These findings indicate that although membership provides various benefits, consumers may consider other factors such as price, needs, store location, product quality, and direct promotions when making purchases. Meanwhile, an application that is easy to learn, understand, operate, flexible, and practical can facilitate the purchasing process and support consumer purchasing decisions.