Pengaruh Push-Pull-Mooring (PPM) Terhadap Switching Behavior Pengguna Operator GSM Melalui Switching Intention (Studi Kasus pada Mahasiswa Sarjana Fakultas Ekonomi dan Bisnis USU Medan)

Abstract

One of the very effective and efficient means of communication is cellular phone. As the consumers· demands of communication needs via stable voice and data increase and in order to meet the big quota, the telecommunication service providers should always be ready and have the latest technology so that they can keep up with the development of telecommunication. There are three top telecommunication service providers in Indonesia, namely PT Telekomunikasi Seluler, PT Indosat Ooredo and PT XL Axiata. These telephone operators are involved in the competition to be the trustworthy operator by Indonesians. Due to the customers' high demands of the reliable telecommunication service and be able to meet their need, finally they may switch their behaviors from one operator to the others in order to meet their needs. Switching behavior is the process of being loyal to one service and finally turning to another service due to their dissatisfaction or other things. Bansal et al. in their research (2005) use migration model of PPM (Push-Pull-Mooring), which observes the influence of wish on switching behavior by classifying the independent variables into three groups of effects i.e. push effects, pull effects, and monitoring effects. The objectives of the research are to find out and analyze PPM Effects on the Switching Behavior of GSM Operator users through Switching Intention (A Case study on Undergraduate Students, Faculty of Economic and Business., University of Sumatera Utara, Medan). The data of research are collected by conducting survey method through questionnaires distributed to 200 undergraduate students in Management, Accounting, and Development Economics who have swiched their cellular operators. The data are analyzed by using the PLS - SEM (Partial Least Square - Structural Equation Model). The results show that push effects have an insignificant influence on the switching intention, pull effects have a significant influence on the switching intention, mooring effects have an insignificant influence on the switching intention, Push Effects have an insignificant influence on the switching behavior through the switching intention, Pull effects have a significant influence on the switching behavior through the switching intention, mooring effects have an insignificant influence on the moderating push effects through the switching intention, the switching intention has a significant influence on the switching behavior.