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MODEL PUSH-PULL-MOORING DALAM MEMPREDIKSI NIAT BERPINDAH KE LAYANAN FINTECH BIAYA RENDAH: STUDI KASUS APLIKASI FLIP DI INDONESIA
Abstract
Perpindahan pengguna dari layanan keuangan konvensional ke fintech bukan lagi tren—melainkan realitas yang harus direspons secara strategis. Penelitian ini mengkaji secara mendalam faktor-faktor yang memengaruhi niat pengguna untuk berpindah dari mobile banking ke aplikasi Flip, dengan mengadopsi model Push-Pull-Mooring (PPM) dalam konteks layanan transfer digital di Indonesia. Keunikan studi ini terletak pada penerapan model PPM dalam sektor fintech berbasis efisiensi biaya, sebuah pendekatan yang masih minim dieksplorasi secara empiris di ranah lokal. Model ini mengevaluasi ketidakpuasan terhadap layanan lama (push), daya tarik fitur layanan baru (pull), serta hambatan berpindah layanan (mooring). Melalui pendekatan kuantitatif terhadap 144 responden dan analisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM), hasil penelitian menunjukkan bahwa faktor pull, khususnya perceived usefulness dan low cost, merupakan determinan utama dalam membentuk intention to switch. Sementara itu, beberapa faktor push juga berpengaruh namun dengan intensitas yang lebih rendah, dan faktor mooring tidak menunjukkan signifikansi. Penelitian ini tidak hanya memperkuat relevansi model PPM dalam perilaku pengguna layanan digital, tetapi juga menawarkan kontribusi praktis bagi pengembangan strategi akuisisi pengguna di sektor fintech, terutama dalam merancang layanan berbasis efisiensi, kegunaan, dan kekuatan pengaruh sosial.
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DOI: https://doi.org/10.17509/ijdb.v5i2.86523
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