Research Article
Analysis of Switching Intention of Cash Payment Users to Digital Payment (Linkaja) Using a Push-Pull-Mooring Approach
@INPROCEEDINGS{10.4108/eai.18-12-2023.2349522, author={Dimas Bagus Wiranata Kusuma and Riandini Septiani}, title={Analysis of Switching Intention of Cash Payment Users to Digital Payment (Linkaja) Using a Push-Pull-Mooring Approach}, proceedings={Proceedings of the 1st UHAMKA International Conference on Economics and Business, UHICEB 2023, 18-19 December 2023, Jakarta, Indonesia}, publisher={EAI}, proceedings_a={UHICEB}, year={2024}, month={11}, keywords={digital payments financial technology pls-sem push-pull-mooring switching intentions universitas muhammadiyah yogyakarta}, doi={10.4108/eai.18-12-2023.2349522} }- Dimas Bagus Wiranata Kusuma
Riandini Septiani
Year: 2024
Analysis of Switching Intention of Cash Payment Users to Digital Payment (Linkaja) Using a Push-Pull-Mooring Approach
UHICEB
EAI
DOI: 10.4108/eai.18-12-2023.2349522
Abstract
This study aims to examine customers' switching intention from cash payments to digital payment services employing the Push-Pull-Mooring (PPM) approach, utilizing a case study of students at Universitas Muhammadiyah Yogyakarta. Based on the Push-Pull-Mooring (PPM) model, this study investigated numerous factors impacting service switching intention. A structured questionnaire with 376 respondents was used to obtain primary data for this study. The Push, Pull, and Mooring Effects were among the independent factors investigated, whereas switching intention was the dependent variable. The data analysis was then performed using Partial Least Squares Structural Equation Modeling (PLS-SEM), utilizing SmartPLS 4 software. Research findings revealed that the Push Effect had a favorable and significant impact on switching intention, so customers tended to switch from cash payments. Because the Pull Effect favorably and considerably affected switching intention, customers tended to switch and use digital payments. Finally, the Mooring Effect was discovered to have a favorable and substantial influence on inhibiting switching intention, indicating that customers tended to remain with existing products and were loyal to cash payment methods. These findings suggest that consumers, particularly students at Universitas Muhammadiyah Yogyakarta, regard fintech as a supplement rather than a substitute.
