The Influence of The Pull Effect on The Switching Behavior of Go-jek Consumers

Arum Wahyuni Purbohastuti, Afif Hendri Putranto, Solehatin Ika Putri, Reza Faizal Anshori

Abstract


The development of digitalization is an opportunity for business people to use smartphones to earn income. Go-Jek is a digital platform that is taking advantage of opportunities by offering online transportation services to facilitate people's mobility. Go-Jek is a pioneer in online transportation with many enthusiasts, but the presence of new entrants is a pull effect that causes Go-Jek consumers to shift. This research aims to determine the pull effect which consists of the variables perceived usefulness (PU), perceived ease of use (PEU), and perceived alternative attractiveness (PAA) which directly influence Switching Intention (SI) and Switching Behavior (SB). Apart from that, to test the influence of the mediating variable, namely SI.  The method in this research is quantitative using explanatory causal, data processing analysis assisted by PLS 3.0. The results obtained include that the variables PU, PAA, and SI significantly affect SB, while PEU does not affect SB. The variables PU and PAA have a significant effect on SI, while PEU does not affect SI. The SI variable mediates the influence of PU on SB, SI also mediates the influence of PAA on SB. However, SI does not mediate the influence of PEU on SB.


Keywords


Perceived usefulness (PU), Perceived Ease of Use (PEU), Perceived Alternative Attractiveness (PAA), Switching Intention (SI), and Switching Behavior

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DOI: https://doi.org/10.17509/jbme.v10i1.81295

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