Arum Wahyuni Purbohastuti, - (2024) MODEL BRAND SWITCHING BEHAVIOR BERDASARKAN TEORI PUSH-PULL-MOORING PADA PLATFORM DIGITAL GO-JEK. S3 thesis, Universitas Pendidikan Indonesia.
Abstract
Arum Wahyuni Purbohastuti, NIM 2106201 Model Switching Behavior Berdasarkan Teori Push-Pull-Mooring Pada Platform Digital Go-jek; dibawah bimbingan promotor: Prof. Dr. Vanessa Gaffar, SE., AK., MBA., Ko-Promotor: Prof. Dr. H. Disman, M.S. dan Anggota: Dr. Chairul Furqon, S.Sos, M.M. Permasalahan yang dialami oleh Go-jek selama pandemic Covid-19 sempat mengalami penurunan konsumen, selain itu hadirnya pesaing yang menerapkan biaya dibawah harga Go-jek, pelanggan yang cenderung memiliki aplikasi platform transportasi online lebih dari satu, kebiasaan konsumen yang suka membandingkan harga sebelum memesan transportasi online, dan kebijakan pemerintah yang menaikan tarif transportasi online. Tujuan penelitian ini untuk mengukur bagaimana pengaruh Push, Pull, Mooring terhadap Switching Intention; pengaruh Push, Pull, Mooring dan Switching Intention terhadap Switching Behavior; pengaruh Switching Intention memediasi hubungan antara Push, Pull, Mooring terhadap Switching Behavior; pengaruh Age dan Income memoderasi Push, Pull, Mooring, Switching Intention terhadap Switching Behavior. Penelitian ini menggunakan metode deskriptif kuantitatif dengan analisis data menggunakan PLS-SEM secara statistik. Unit analisis dalam penelitian ini adalah pengguna Go-jek yang melakukan peralihan dengan jumlah responden sebanyak 683, laki-laki sejumlah 216 dan perempuan sejumlah 467 orang. Teknik sampel yang digunakan yaitu stratified random sampling. Hasil penelitian ini berupa model yang berimplikasi pada peningkatan switching behavior pengguna Go-jek. Kebaruan (Novelty) struktural pada penelitian ini faktor pull yang mempunyai pengaruh paling tinggi terhadap switching intention maupun switching behavior, sedangkan kebaruan (Novelty) konseptual selain pengaruh faktor push, pull, mooring dan switching intention terdapat pengaruh faktor eksternal yang tidak teliti yaitu faktor teknologi dan kebijakan pemerintah. Saran untuk pihak Pemerintah hendaknya membatasi perusahaan transportasi online asing yang masuk ke Indonesia agar perusahaan milik anak bangsa mampu berkembang. Kata kunci: Push, Pull, Mooring, switching intention, switching behavior. Arum Wahyuni Purbohastuti, NIM 2106201 Switching Behavior Model Based on Push-Pull-Mooring Theory on The Go-jek Digital Platform; under the guidance of promotor: Prof. Dr. Vanessa Gaffar, SE., AK., MBA., Co-Promotor: Prof. Dr. H. Disman, M.S. and Members: Dr. Chairul Furqon, S.Sos, M.M. The problems experienced by Go-jek during the COVID-19 pandemic were a decrease in consumers, apart from competitors who charge below Go-jek prices, customers who tend to have more than one online transportation platform application, and the habit of consumers who like to compare prices before ordering. Online transportation, and government policies that increase online transportation rates. This research aims to measure the influence of push, pull, and mooring on switching behavior; the influence of push, pull, mooring, and switching intention on switching behavior; the influence of switching intention mediates the relationship between push, pull, mooring, and switching intention. This research uses quantitative descriptive methods with statistical data analysis using PLS-SEM. The unit of analysis in the study is Go-jek users who made the switch with 683 respondents, 216 men, and 467 women. The sampling technique used was stratified random sampling. The results of this research are in the form of a model that has implications for increasing the switching behavior of Go-jek users. Structural novelty in this research is the pull factor which has the biggest influence on switching intention and switching behavior, while conceptual novelty apart from the influence of push, pull, mooring, and switching intention factors, is the influence of external factors which are not rigorous, namely technological factors and government policy. Suggestions for the Government are to limit foreign online transportation companies entering Indonesia so that companies owned by the nation's children can develop. Keywords: Push, Pull, Mooring, switching intention, switching behavior.
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| Item Type: | Thesis (S3) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=id&user=DnDnH6sAAAAJ ID SINTA Dosen Pembimbing Vanessa Gaffar: 5993246 Disman: 5991816 Chairul Furqon: 5994043 |
| Uncontrolled Keywords: | Dorongan, Tarikan, Tambatan, Minat Beralih, Perilaku Beralih Push, Pull, Mooring, Switching Intention, Switching Behavior |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > S3 Manajemen |
| Depositing User: | Arum Wahyuni Purbohastuti |
| Date Deposited: | 21 Jan 2025 06:16 |
| Last Modified: | 21 Jan 2025 06:16 |
| URI: | http://repository.upi.edu/id/eprint/129832 |
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