Push Pull Mooring dan Pyschological Ownership terhadap Perilaku Beralih Pengguna Instant Messaging

Vicky Djusmin, Raden Teduh Dirgahayu

Abstract


Hasil survei tentang perilaku pengguna Mobile Instant Messaging (MIM) di Indonesia menjelaskan bahwa terjadi arus migrasi pengguna MIM. Perilaku beralih mengakibatkan penurunan pengguna dan profitabilitas layanan pada MIM yang ditinggalkan. Untuk itu diperlukan sebuah pemahaman tentang faktor-faktor yang mempengaruhi individu yang beralih. Penelitian ini bertujuan untuk mengetahui efek pendorong, penarik, serta penambat terhadap niat dan perilaku beralih pengguna MIM. Kepemilikan psikologis sebagai anteseden yang mempengaruhi faktor penghambat. Dalam penelitian ini, Push Pull Mooring digunakan sebagai kerangka untuk mengevaluasi hubungan variabel. Pengujian menggunakan Structural Equation Modelling jenis PLS (SEM-PLS). Hasil penelitian menjelaskan bahwa Dissatisfaction terbukti mendorong individu untuk beralih MIM sedangkan Low System Quality bukan faktor pendorong beralih MIM. Alternative Attractiveness dan Subjective Norm terbukti sebagai penarik pada MIM alternatif. Commitment Affective yang sebelumnya diyakini sebagai faktor penambat beralih, tidak terbukti. Hasil evaluasi ini dapat menjadi acuan penyedia layanan MIM dalam mengembangkan fungsionalitas layanan sebagai upaya mempertahankan pengguna serta menarik pengguna baru.

Keywords


Mobile Instant Messaging; perilaku beralih; Push Pull Mooring; Psychological Ownership

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DOI: https://doi.org/10.24002/ijis.v2i1.2013

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