Pengaruh Dissatisfaction of Service dan Attractiveness of Alternatives terhadap Switching Intention Pelanggan IndiHome dengan Switching Costs sebagai Moderasi
DOI:
https://doi.org/10.35870/jemsi.v12i5.6932Keywords:
Dissatisfaction of Service, Attractiveness of Alternatives, Switching Costs, Switching Intention, Push-Pull-Mooring, IndiHomeAbstract
Competition in Indonesia’s internet service market has intensified customers’ Switching Intention toward IndiHome, mainly due to recurring network disruptions and the perception that alternative providers offer better service quality. This study aims to examine the effects of service dissatisfaction and attractiveness of alternatives on switching intention, with switching costs acting as a moderating variable within the Push–Pull–Mooring (PPM) framework. Adopting a quantitative causal approach, the study employed Structural Equation Modeling Partial Least Squares (SEM-PLS) using SmartPLS 4.0. Data were collected from 200 active IndiHome customers in Indonesia through purposive sampling. A five-point Likert scale was used to measure the variables. The results reveal that service dissatisfaction and attractiveness of alternatives exert positive and significant influences on switching intention. Switching costs not only serve as a significant direct predictor but also play a substantial moderating role. Specifically, the interaction between switching costs and service dissatisfaction strengthens the effect of dissatisfaction on switching intention, whereas the interaction between switching costs and attractiveness of alternatives weakens the impact of alternative attractiveness on switching intention. In addition, switching costs demonstrate a significant negative direct effect on switching intention.These findings confirm that push, pull, and mooring factors collectively influence IndiHome customers’ switching intention.
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