Worker switching intention from pay later apps to card: An HCM approach of Traveloka customers in Jakarta

Abstract

The Traveloka Pay later card's launch in September 2019 by Traveloka collaborates with Bank BRI to improve digital payment services. The last digital payment service expects to increase the number of members to reach 5 million by 2025, considering that BRI is the bank with the most extensive network. It is interesting to know Traveloka customers' behaviour to switch for the new product. A research survey was conducted in Jakarta in March 2020. This study uses a push-pull-mooring (PPM) framework to show the Traveloka customer switching behaviour determinants from pay later to pay later card. SEM conducted on data from 1117 workers using pay later card in Jakarta province. HCM was used to prove the impact of second-order variables on switching intention. This study shows that only pull variables in the second-order cause switching intention from pay later to pay later card. Even though the aesthetic design explains the push effect, Inertia and perceived substitutability caused a mooring effect, but those cannot explain the switching intention. Only pull-effect as a latent variable of economic benefit, convenience for a transaction, gamification, and locatability cause switching intention significantly. For future research, comparing four types of HCM are essentials to select suitable ones.