Pengaruh Push-Pull-Mooring Effects Terhadap Perpindahan Pelanggan Layanan Video On Demand di Jabodetabek

Abstract

Seiring meningkatnya COVID-19, berbagai peraturan ditetapkan Pemerintah Indonesia, salah satunya ialah work from home, yang berarti bekerja dari rumah. Dengan adanya kebijakan work from home ini mengakibatkan adanya peningkatan tren video on demand di Indonesia. Pada tahun 2021, layanan video on demand di Indonesia mengalami fluktuasi total konsumsi streaming. Hal ini tentu menyebabkan persaingan antar penyedia layanan video on demand bersamaan dengan banyaknya penyedia layanan serupa di Indonesia. Pelanggan dapat melakukan perpindahan dengan mudah apabila layanan yang digunakan ternyata tidak sesuai harapan. Penelitian ini bertujuan untuk mengetahui karakteristik pengguna video on demand, menganalisis pengaruh push-pull-mooring effects terhadap switching intention, dan menganalisis pengaruh switching intention terhadap switching behavior. Sampel penelitian ini sebanyak 275 orang yang tersebar di Jabodetabek dan metode yang digunakan ialah non-probability sampling jenis purposive sampling dan quota sampling. Penelitian ini diolah menggunakan SEM-AMOS. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh antar push-pull-mooring dengan switching intention dan switching intention berpengaruh terhadap switching behavior.

As COVID-19 increases, various regulations have been set by the Indonesian government, one of which is working from home. The work-from-home policy has increased the video-on-demand trend in Indonesia. In 2021, video-on-demand services in Indonesia experienced fluctuations in total streaming consumption. It is led to competition between video-on-demand services and many similar service providers in Indonesia. Customers could switch easily if the video-on-demand service is not as expected. This study aims to determine the characteristics of video-on-demand users, analyze the impact of push-pull-mooring effects on switching intention, and analyze the impact of switching intention on switching behavior. The sample of this study was 275 people spread across Jabodetabek, and the method used was non-probability sampling, namely purposive sampling and quota sampling. This research was processed using SEM-AMOS. This study's results show an influence between push-pull-mooring and switching intention, and switching intention affects switching behavior.