Pengaruh Push-Pull-Mooring Effects terhadap Perpindahan Pelanggan Platform Online Food Delivery di Daerah Khusus Jakarta

Abstract

Perkembangan teknologi telah meningkatkan akses masyarakat terhadap layanan online, termasuk layanan online food delivery (OFD). Tersedianya berbagai platform OFD memicu persaingan ketat, membuat pelanggan lebih selektif dan cenderung beralih jika layanan tidak kompetitif. Penelitian ini bertujuan untuk menganalisis pengaruh push-pull-mooring effects terhadap switching intention pelanggan platform OFD serta pengaruh mooring effects dalam memoderasi hubungan antara push effects dan pull effects dengan switching intention. Penelitian ini melibatkan 211 responden Milenial dan Generasi Z yang tinggal di Provinsi Daerah Khusus Jakarta. Metode penarikan sampel menggunakan teknik purposive sampling. Teknik analisis data yang digunakan adalah analisis deskriptif dan analisis SEM-PLS. Hasil dari penelitian ini menunjukkan bahwa push-pull-mooring effects berpengaruh positif dan signifikan terhadap switching intention. Namun, mooring effects tidak memoderasi hubungan antara push dan pull effects dengan switching intention. Switching intention berpengaruh signifikan terhadap switching behavior.

The rapid development of technology has enhanced public access to online services, including online food delivery (OFD) services. The availability of various OFD platforms has intensified competition, making customers more selective and likely to switch if the service is not competitive. This study aims to analyze the influence of push-pull-mooring effects on the switching intention of OFD platform customers and to examine the moderating role of mooring effects on the relationship between push and pull effects with switching intention. The sample for this study consists of 211 Millennial and Generation Z respondents residing in the Daerah Khusus Jakarta, selected using purposive sampling. Data analysis was conducted using descriptive analysis and SEM-PLS. The result show that push-pull-mooring effects have a positive and significant impact on switching intention. However, mooring effects do not moderate the relationship between push and pull effects with switching intention. Switching intention has a positive and significant influence on switching behavior.