THE EFFECT OF PUSH, PULL, AND MOORING TO SWITCHING INTENTION ON CONSUMERS OF WIFI USERS IN THE ERA OF COVID-19 PANDEMIC
Penggunaan internet di masa pandemi saat ini semakin meningkat, mayoritas dilakukan secara online. Bekerja Dari Rumah (WFH), Sekolah Dari Rumah (SFH) membutuhkan internet yang stabil dan lancar. Selain internet, selama penerapan pembatasan akibat pandemi, smartphone juga berperan penting dalam kehidupan sehari-hari masyarakat. Penelitian ini bertujuan untuk menganalisis dan membahas pengaruh push, pull dan mooring terhadap switching intention. Responden dalam penelitian ini berusia minimal 20 tahun. Dikarenakan usia tersebut responden sudah memasuki tahap dewasa dalam berpindah niat dari paket data internet ke wifi. Sampel yang digunakan adalah 110 responden. Metode pengambilan sampel menggunakan non-probability sampling dengan metode judgemental sampling. Teknik analisis menggunakan regresi liniear berganda dengan software SPSS26. Hasil penelitian ini push and mooring tidak berpengaruh signifikan terhadap switching intention, sedangkan pull berpengaruh signifikan terhadap switching intention.
Internet use during the current pandemic is increasing, the majority is done online. Work From Home (WFH), School From Home (SFH) requires stable and smooth internet. In addition to the internet, during the implementation of restrictions due to the pandemic, smartphones also play an important role in people's daily lives. This study aims to analyze and discuss the effect of push, pull and mooring on switching intention. Respondents in this study were at least 20 years old. Due to that age the respondents had entered the adult stage in switching intentions from internet data packages to wifi. The sample used is 110 respondents. The sampling method used non-probability sampling with judgmental sampling method. The analysis technique uses multiple linear regression with SPSS26 software. The results of this study push and mooring have no significant effect on switching intention, while pull has a significant effect on switching intention.