Push, Pull, and Mooring Effects on E-Commerce Customer Switching Intention

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.