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All Journal Optimal: Jurnal Ekonomi dan Manajemen
Jasica Nilmatullah
Universitas Muhammadiyah Jakarta

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Pengaruh Kemudahan, Keamanan, dan Citra Merek terhadap Keputusan Pembelian pada Aplikasi Astro di Era Modern Jasica Nilmatullah; Nurul Sriminarti
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 6 No. 3 (2026): September: OPTIMAL: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v6i3.12573

Abstract

This study aims to examine the impact of ease of use, security, and brand image on purchasing decisions regarding the Astro application in the modern era. A quantitative associative method was employed, utilizing a Likert-scale questionnaire for data collection. A purposive sampling technique—a type of non-probability sampling—was used to select 150 Astro application users in the Jabodetabek area. The study utilized a 1–5 Likert scale. Respondent criteria included being an Astro application user, having made at least three purchases within a month, and being aged 18–45. Collected data were processed using SPSS, covering validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results indicate that ease of use, security, and brand image all positively influence purchasing decisions. This is evidenced by the ease of use variable (X1), where the calculated t-value (3.209) exceeded the t-table value (1.976); the security variable (X2), with a calculated t-value (5.280) exceeding the t-table value (1.976); and the brand image variable (X3), with a calculated t-value (8.572) exceeding the t-table value (1.976). Consequently, all three research hypotheses were accepted. These findings demonstrate that higher levels of ease of use, better perceived security, and a more positive brand image for the quick-commerce application lead to greater consumer interest in making purchasing decisions on the Astro application.
Co-Authors Nurul Sriminarti