Pengaruh Faktor Push, Pull, Dan Mooring Terhadap Keinginan Berpindah Pelanggan Provider Fixed Broadband Indihome Di Surabaya

Nabila, Safa Aisyah (2022) Pengaruh Faktor Push, Pull, Dan Mooring Terhadap Keinginan Berpindah Pelanggan Provider Fixed Broadband Indihome Di Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Banyaknya penyedia layanan fixed broadband mampu menjadi penyebab pelanggan berpindah ke produk layanan yang lain. Perpindahan pelanggan dari produk atau jasa awal akan mempengaruhi beberapa aspek dalam perusahaan, sehingga perlu dilakukan perbaikan atau studi mengenai niat beralih pelanggan agar mampu merekomendasikan perusahaan dalam menanggulangi tingkat beralih pelanggan. Penelitian ini bertujuan untuk mengetahui adanya pengaruh faktor push (faktor pendorong yang bersifat negatif dari produk asal yang sedang digunakan), faktor pull (faktor penarik yang disebabkan oleh daya tarik pesaing), dan faktor mooring (faktor yang bersifat personal sebagai penghambat) terhadap switching intention (keinginan pelanggan untuk berpindah) secara langsung maupun tidak langsung. Penelitian ini menggunakan sampel sebanyak 162 responden dengan teknik purposive random sampling yaitu pengumpulan sampel secara acak dengan pertimbangan tertentu yang disesuaikan tujuan penelitian. Terdapat 4 variabel laten dan 29 indikator pada penelitian ini, sehingga penelitian ini menggunakan metode SEM dengan software Lisrel. Uji yang dilakukan ialah uji pengukuran awal (measurement model), uji validitas variabel, uji reliabilitas variabel, dan uji struktural model, uji mediasi menggunakan uji sobel, dan uji hipotesis. Hasil yang didapatkan menyatakan bahwa faktor push berpengaruh positif terhadap faktor mooring dan switching intention, faktor pull berpengaruh positif terhadap faktor mooring, namun tidak berpengaruh signifikan terhadap faktor switching intention, faktor mooring berpengaruh positif terhadap switching intention. Terkait variabel mediasi menyatakan bahwa mooring memediasi secara signifikan baik faktor push terhadap switching intention dan faktor pull terhadap switching intention
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The large number of fixed broadband service providers can be the cause of customers moving to other service products. The transfer of customers from the initial product or service will affect several aspects of the company, so it is necessary to make improvements or studies regarding customer switching intentions in order to be able to recommend the company in overcoming the level of customer switching. This study aims to determine the influence of push factors (negative driving factors of the original product being used), pull factors (pulling factors caused by competitors' attractiveness), and mooring factors (personal factors as obstacles) on switching intentions (the customer's desire to move) directly or indirectly. This study used a sample of 162 respondents with a purposive random sampling technique, namely random sample collection with certain considerations adjusted to the purpose of the study. There were 4 latent variables and 29 indicators in this study, so this study used the SEM method with Lisrel software. The tests carried out are initial measurement tests (measurement models), variable validity tests, variable reliability tests, and model structural tests, mediation tests using sobel tests, and hypothesis tests. The results obtained indicate that the push factor has a positive effect on the mooring factor and switching intention, the pull factor has a positive effect on the mooring factor, but does not have a significant effect on the switching intention factor, the mooring factor has a positive effect on switching intention. Regarding the mediation variable, it is stated that mooring mediates significantly both the push factor against switching intention and the pull factor against switching intention.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	CRM, Mooring, Push, Pull, SEM, Switching Intention
Subjects:	H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations H Social Sciences > HF Commerce > HF5415.52 Consumer complaints. Complaint letters
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Mr. Marsudiyana -
Date Deposited:	09 Feb 2026 03:28
Last Modified:	09 Feb 2026 03:28
URI:	http://repository.its.ac.id/id/eprint/132272

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