ANALISIS PERPINDAHAN LAYANAN DIGITAL BANKING DI INDONESIA: PENDEKATAN MODEL PUSH-PULL-MOORING

ADE ILHAMULLOH, . (2025) ANALISIS PERPINDAHAN LAYANAN DIGITAL BANKING DI INDONESIA: PENDEKATAN MODEL PUSH-PULL-MOORING. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Ade Ilhamulloh, 2025; Analisis Perpindahan Layanan Digital Banking di Indonesia: Pendekatan Model Push-Pull-Mooring. Skripsi, Jakarta: Program Studi S1 Bisnis Digital, Fakultas Ekonomi dan Bisnis, Universitas Negeri Jakarta Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi niat konsumen dalam beralih ke layanan digital banking di Indonesia, dengan menggunakan pendekatan model Push-Pull-Mooring (PPM). Model ini mengidentifikasi tiga kategori faktor yang mempengaruhi keputusan konsumen untuk berpindah layanan, yaitu faktor Push, Mooring, dan Pull. Faktor Push mencakup persepsi risiko yang dirasakan konsumen terhadap layanan yang digunakan saat ini. Faktor Mooring meliputi kebiasaan (habit) dan biaya beralih (switching cost) yang dapat menghalangi konsumen untuk berpindah layanan. Faktor Pull mencakup daya tarik alternatif (alternative attractiveness) dan kegunaan yang dirasakan (perceived usefulness) dari layanan baru yang tersedia. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei, di mana data dikumpulkan melalui kuesioner yang disebarkan kepada pengguna layanan digital banking di Indonesia. Teknik analisis yang digunakan adalah regresi linier berganda untuk menguji pengaruh masing-masing faktor terhadap niat berpindah. Hasil penelitian menunjukkan bahwa faktor Push seperti persepsi risiko memiliki pengaruh positif yang signifikan terhadap niat berpindah, sementara faktor Mooring seperti kebiasaan dan biaya beralih berfungsi sebagai penghambat yang mengurangi niat tersebut. Di sisi lain, faktor Pull, terutama daya tarik alternatif dan kegunaan yang dirasakan, berperan signifikan dalam menarik konsumen untuk beralih ke layanan digital banking baru. Temuan ini memberikan wawasan penting bagi penyedia layanan digital banking dalam merancang strategi yang dapat mengurangi persepsi risiko, menurunkan biaya beralih, dan meningkatkan daya tarik serta kegunaan layanan mereka, sehingga dapat menarik dan mempertahankan lebih banyak pelanggan. Kata kunci: Push-Pull-Mooring, Digital Banking, Perpindahan Layanan, Niat Berpindah, Persepsi Risiko.   ***** Ade Ilhamulloh, 2025; Analysis of the Switching of Digital Banking Services in Indonesia: A Push-Pull-Mooring Model Approach. Thesis, Jakarta: S1 Digital Business Study Program, Faculty of Economics and Business, Universitas Negeri Jakarta This study aims to analyze the factors that influence consumers' intention to switch to digital banking services in Indonesia, using the Push-Pull-Mooring (PPM) model approach. This model identifies three categories of factors that influence consumers' decision to switch services, namely Push, Mooring, and Pull factors. Push factors include consumers' perceived risk of their current service. Mooring factors include habits and switching costs that can deter consumers from switching services. Pull factors include alternative attractiveness and perceived usefulness of new services available. This research uses a quantitative method with a survey approach, where data is collected through questionnaires distributed to users of digital banking services in Indonesia. The analysis technique used is multiple linear regression to test the influence of each factor on switching intention. The results show that Push factors such as risk perception have a significant positive influence on switching intention, while Mooring factors such as habit and switching costs serve as barriers that reduce the intention. On the other hand, Pull factors, especially the attractiveness of alternatives and perceived usefulness, play a significant role in attracting consumers to switch to new digital banking services. These findings provide important insights for digital banking service providers in designing strategies to reduce perceived risk, lower switching costs, and enhance the attractiveness and usefulness of their services, thereby attracting and retaining more customers Keywords: Push-Pull-Mooring, Digital Banking, Service Switching, Switching Intention, Perceived Risk.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Henry Eryanto, M.M. ; 2). Adnan Kasofi, S.Pd., MBA
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	ADE ILHAMULLOH .
Date Deposited:	11 Aug 2025 03:17
Last Modified:	11 Aug 2025 03:17
URI:	http://repository.unj.ac.id/id/eprint/59464

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