Abstract
This study aims to determine the effect of push, pull, and mooring on switching intention for Tokopedia e-commerce customers in Surabaya. A quantitative approach is employed in this research, with the population consisting of Surabaya people who have shopped at Tokopedia. This study aims to determine the effect of push, pull, and mooring on switching intention for Tokopedia e-commerce customers in Surabaya. A quantitative approach is employed in this research, with the population consisting of Surabaya people who have shopped at Tokopedia. The sample size of 105 respondents was selected using purposive sampling technique. Data collection involved the distribution of online questionnaires to eligible Tokopedia customers. The collected data was then analyzed using SEM-PLS method with SmartPLS. The results showed that push and pull have a positive and significant effect on switching intention. Meanwhile, mooring has a positive but insignificant effect on switching intention.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND ANALYSIS
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
