PENGARUH PUSH PULL MOORING TERHADAP SWITCHING INTENTION PADA PENGGUNA APLIKASI VIDEO ON DEMAND DI MASA PANDEMI COVID-19

Authors

  • Heri Gunawan Yusuf UNIVERSITAS ALMA ATA
  • Asti Ratnasari Universitas Alma Ata

DOI:

https://doi.org/10.21927/ijubi.v5i1.2321

Abstract

Pandemi covid-19 memberikan dampak buruk bagi Negara Indonesia. Pemerintah menetapkan aturan-aturan kesehatan yang bertujuan untuk mencegah penularan yang semakin meluas. Pada penelitian ini peneliti akan mengidentifikasi faktor yang mempengaruhi niat beralih pengunjung bioskop khususnya bagi Mahasiswa Universitas Alma Ata menggunakan aplikasi video on demand menggunakan metode Switching Intention. Teori Push Pull Mooring digunakan untuk mengetahui faktor yang mempengaruhi niat individu untuk beralih menggunakan layanan video on demand. Push factor yaitu faktor pendorong dari penyedia jasa lama (faktor negatif). Pull factor yaitu faktor penarik yang berasal dari penyedia jasa baru yaitu aplikasi video on demand (faktor positif) dan Mooring factor merupakan faktor penghambat yang dapat memperkuat atau memperlemah niat individu untuk berpindah. Populasi yang ditetapkan pada penelitian ini adalah mahasiswa aktif Universitas Alma Ata tahun angkatan 2018-2020 yang menggunakan aplikasi video on demand. Instrumen penelitian ini menggunakan kuesioner yang dibagikan kepada responden secara online menggunakan google form. Jumlah responden yang digunakan dalam penelitian sebanyak 100 yang dipilih berdasarkan dari waktu pengisi kuesioner oleh responden. Hasil yang diperoleh dalam penelitian ini dapat disimpulkan bahwa empat (4) hipotesis berpengaruh secara signifikan dan diterima, empat (4) hipotesis lainnya tidak signifikan dan ditolak. Variabel yang secara signifikan berpengaruh positif yaitu social influence terhadap trust, variabel subjective norm terhadap switching intention, system quality terhadap user satisfaction, trust terhadap switching intention.

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Published

2022-06-30

Issue

Vol. 5 No. 1 (2022): Indonesian Journal of Business Intelligence (IJUBI)

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Articles

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