ANALISIS PERPINDAHAN LAYANAN DIGITAL BANKING DI INDONESIA: PENDEKATAN MODEL PUSH-PULL-MOORING
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This research aims to analyze the factors influencing consumers' intention to switch to digital banking services in Indonesia using the Push-Pull-Mooring (PPM) model approach. The model explains how push, pull, and mooring factors interact to influence consumers' decisions to switch services. Push factors such as perceived risk, mooring factors such as habit and switching cost, and pull factors such as alternative attractiveness and perceived usefulness were found to play a significant role in influencing switching intention. This study uses a quantitative method with a survey approach, where data is collected through questionnaires distributed to users of digital banking services in Indonesia. The data analysis technique used is multiple linear regression analysis to test the impact of these factors on switching intention. The results show that perceived risk and alternative attractiveness have a significant positive impact on switching intention, while habit and switching cost serve as barriers that reduce the intention to switch. These findings provide insights to digital banking service providers about the factors that need to be considered when designing strategies to enhance customer retention and attract new customers. Recommendations for service providers include improving security, convenience, and the attractiveness of alternative services to minimize the negative impact of hindering factors.
Penelitian ini menganalisis faktor-faktor yang mempengaruhi niat konsumen beralih ke layanan digital banking di Indonesia dengan pendekatan model Push-Pull-Mooring (PPM). Faktor-faktor seperti perceived risk (push), habit dan switching cost (mooring), serta alternative attractiveness dan perceived usefulness (pull) ditemukan berpengaruh signifikan terhadap niat berpindah. Menggunakan metode kuantitatif dengan survei dan analisis regresi linier berganda, hasil penelitian menunjukkan bahwa perceived risk dan alternative attractiveness memiliki pengaruh positif, sementara habit dan switching cost berfungsi sebagai hambatan. Temuan ini memberi wawasan bagi penyedia layanan untuk meningkatkan keamanan dan daya tarik alternatif guna mengurangi hambatan berpindah.
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