Analisis Perilaku Pengguna Untuk Beralih Ke Pembayaran Qris Dalam Perspektif Push-Pull-Mooring Model

Tentiani, Ridha (2026) Analisis Perilaku Pengguna Untuk Beralih Ke Pembayaran Qris Dalam Perspektif Push-Pull-Mooring Model. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Dalam sektor keuangan, transformasi digital telah diwujudkan oleh perbankan melalui penerapan sistem pembayaran digital seperti QRIS. Sejak tahun 2023, selama dua tahun terakhir volume transaksi kartu debit terus mengalami tren penurunan. Bank Indonesia mencatat volume transaksi kartu ATM/Debit di Indonesia mengalami penurunan sebesar 13% (YoY) pada April 2025. Asosiasi Sistem Pembayaran Indonesia (ASPI) mencatat kenaikan volume transaksi kartu QRIS di Indonesia sebesar 169% (YoY Q1 2025 – Q1 2024). Penelitian ini bertujuan untuk mengetahui faktor-faktor yang memengaruhi perilaku perpindahan penggunaan pembayaran dari kartu debit ke QRIS melalui kerangka kerja Push Pull-Mooring Model (PPM). Penelitian ini dilakukan pada 223 responden generasi Milenial, kemudian data dianalisis menggunakan Structural Equation Modeling - Partial Least Square (SEM- PLS). Hasil penelitian menunjukkan bahwa faktor Pull (Transaction Convenience dan Perceived Usefulness) berpengaruh positif dan signifikan terhadap Switching Intention dan faktor Mooring (Inertia dan Low IT Innovativeness) berpengaruh negatif dan signifikan terhadap Switching Intention. Sedangkan faktor Push (Dissatisfaction dan Perceived Risk) tidak berpengaruh signifikan terhadap Switching Intention. Selain itu, faktor Mooring tidak signifikan dalam memoderasi hubungan antara faktor Push maupun faktor Pull terhadap Switching Intention. Penelitian ini juga menunjukkan bahwa Switching Intention berpengaruh positif dan signifikan terhadap Switching Behavior. Secara teoritis, hasil penelitian ini memperkaya literatur mengenai penerapan kerangka kerja Push Pull-Mooring dalam konteks perilaku perpindahan ke pembayaran digital QRIS. Secara praktis, hasil penelitian ini dapat memberikan rekomendasi kepada regulator untuk meningkatkan keamanan transaksi, memperkuat perlindungan konsumen, mengembangkan layanan dengan pemanfaatan teknologi AI, dan meningkatkan edukasi literasi digital.
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In the financial sector, digital transformation has been implemented by the banking industry through the adoption of digital payment systems such as QRIS. Since 2023, debit card transaction volumes have continued to show a declining trend over the past two years. Bank Indonesia reported that ATM/debit card transaction volume in Indonesia decreased by 13% year-on-year (YoY) in April 2025. Meanwhile, Asosiasi Sistem Pembayaran Indonesia (ASPI) recorded a 169% year-on-year (YoY Q1 2025 – Q1 2024) increase in QRIS transaction volume in Indonesia. This study aims to identify the factors influencing switching behavior from debit card payments to QRIS using the Push-Pull-Mooring (PPM) framework). The study was conducted on 223 Millennial respondents, and the data were analyzed using Structural Equation Modeling – Partial Least Square (SEM-PLS). The results Show That Pull Factors (Transaction Convenience and Perceived Usefulness) have a positive and significant effect on Switching Intention and Mooring factors (Inertia and Low IT Innovativeness) have a negative and significant effect on Switching Intention. Meanwhile, Push factors (Dissatisfaction and Perceived Risk) do not have a significant effect on Switching Intention. In addition, Mooring factors do not significantly moderate the relationship between either Push factors or Pull factors on Switching Intention. This study also shows that Switching Intention has a positive and significant effect on switching behavior. Theoretically, this study enriches the literature on the application of the Push-Pull-Mooring framework in the context of switching behavior toward QRIS digital payments. Practically, the findings provide recommendations for regulator to enhance transaction security, strengthen consumer protection, develop services through the utilization of Artificial Intelligence (AI) technologies, and improve digital literacy education.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Pembayaran digital, Kartu Debit, QRIS, Push-Pull-Mooring
Subjects:	Q Science > QA Mathematics Q Science > QA Mathematics > QA278.3 Structural equation modeling.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Ridha Tentiani
Date Deposited:	03 Aug 2026 02:49
Last Modified:	03 Aug 2026 02:49
URI:	http://repository.its.ac.id/id/eprint/142959

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