Push, Pull, and Mooring Effects on E-Commerce Customer Switching Intention
Journal Title: International Journal of Multidisciplinary Research and Analysis - Year 2023, Vol 6, Issue 08
Abstract
This study aims to determine the effect of push, pull, and mooring on switching intention for Tokopedia e-commerce customers in Surabaya. A quantitative approach is employed in this research, with the population consisting of Surabaya people who have shopped at Tokopedia. This study aims to determine the effect of push, pull, and mooring on switching intention for Tokopedia e-commerce customers in Surabaya. A quantitative approach is employed in this research, with the population consisting of Surabaya people who have shopped at Tokopedia. The sample size of 105 respondents was selected using purposive sampling technique. Data collection involved the distribution of online questionnaires to eligible Tokopedia customers. The collected data was then analyzed using SEM-PLS method with SmartPLS. The results showed that push and pull have a positive and significant effect on switching intention. Meanwhile, mooring has a positive but insignificant effect on switching intention.
Authors and Affiliations
Rizky Fitri Wijayanti, Nuruni Ika Kusumawardhani
Keywords
Related Articles
- EP ID EP720215
- DOI 10.47191/ijmra/v6-i8-55
- Views 63
- Downloads 0
Asta Tusti and Siddi: Striking A Balance for the Success of the Balinese
Happiness is a decision and a freedom. It is impossible to generalize about happiness because everyone has a different standard or measure of happiness. Physical and spiritual fulfillment are both parts of happiness, whi...
Influence of Facebook Use on the Study Habits of Selected Grade 7 Learners in Mindanao State University - University Training Center
The study aimed to investigate the influence of using Facebook application on the study habits of selected fifty (50) Grade 7 learners in Mindanao State University- University Training Center, school year 2021-2022. The...
Pantawid Pamilyang Pilipino Program Support and Its Implication to School Performance
The Pantawid Pamilyang Pilipino Program (4Ps) is a crucial social assistance effort in the Philippines designed to alleviate poverty by providing specific financial aid to families in need. This study was conducted to de...
Factors Affecting Customer Perceptions of Service Quality in Rural Tourism of Bangladesh
Purpose: This paper aims to investigate the perception of rural tourists regarding the present service attributes of Bangladeshi villages. Design/Methodology/Approach: This research involved a preliminary data collect...
Social Capital on 21st Century Employment Competencies
Graduating students must think critically, work well in teams, and handle challenging situations to succeed in today's fast-paced world. The objective of this study was to explore how the dimensions of social capital (ec...