Pengaruh Push-Pull-Mooring Effects Terhadap Perpindahan Pelanggan di E-marketplace pada Masa Pandemi COVID-19 di Kota Bogor

Abstract

Tren belanja online pada masa pandemi COVID-19 mengakibatkan persaingan antar e-marketplace semakin ketat karena para pelanggan semakin kritis dalam memilih alternatif terbaik yang sesuai dengan daya beli mereka. Pelanggan dapat melakukan perpindahan apabila e-marketplace yang digunakan kalah bersaing dengan berbagai e-marketplace pesaingnya. Penelitian ini bertujuan untuk mengidentifikasi karakteristik pelanggan e-marketplace di Kota Bogor; menganalisis pengaruh push-pull-mooring effects terhadap switching intention; menganalisis pengaruh moderasi mooring effects terhadap hubungan antara push effects dan pull effects dengan switching intention; dan menganalisis pengaruh switching intention terhadap switching behavior pelanggan e-marketplace. Penelitian ini menggunakan sampel sebanyak 280 orang penduduk Kota Bogor. Metode penentuan sampel yang digunakan adalah non-probability sampling jenis convenience sampling. Penelitian ini menggunakan analisis SEM-LISREL. Hasil penelitian ini menjadi rekomendasi untuk berbagai perusahaan e-marketplace dalam menyusun strategi untuk meminimalisir perpindahan pelanggannya.

The online shopping trend during the COVID-19 pandemic era has increased fierce competition between e-marketplaces, as customers became more critical in choosing the best alternative that appropriate to their purchasing power. Customers can switch to other e-marketplaces if the one that they used is unable to compete with its competitors. This research aims to identify the characteristics of e-marketplace customers in Bogor City; analyze the effect of push-pull-mooring effects on switching intention; analyze the moderating effect of the mooring effects on the relationship between push effects and pull effects with switching intention; and analyze the effect of switching intention on switching behavior of e-marketplace customers. The sample of this research was 280 citizens of Bogor City. The method of determining the sample was non-probability sampling with its convenience sampling type. This research used SEM-LISREL analysis. The results of this research become recommendations for e-marketplace companies in developing strategies to minimize their customers switching.