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SWITCHING INTENTION DARI LAYANAN BANK KONVENSIONAL KE BANK SYARIAH INDONESIA PENDEKATAN PUSH, PULL, DAN MOORING (PPM)
This study aims to analyze the factors influencing customers’ switching intention from conventional banks to Bank Syariah Indonesia (BSI) using the Push, Pull, and Mooring (PPM) framework. A quantitative research method was employed through a survey of 240 respondents who were customers of conventional banks. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) due to the non-normal distribution of Likert-scale data. The results indicate that push factors, including low service quality, low satisfaction, and low trust, have a positive and significant effect on switching intention. The pull factor, namely attractiveness of alternatives, also shows a positive and significant influence on customers’ intention to switch to BSI. Meanwhile, within the mooring factors, habit has a negative and significant effect, suggesting that strong habitual use of conventional banks reduces switching intention. In contrast, switching cost demonstrates a positive but relatively weak effect, indicating that the perceived benefits of Islamic banking services can still encourage customers to switch despite the presence of switching barriers.
FAKULTAS EKONOMI DAN BISNIS ISLAM, UIN SUNAN KALIJAGA YOGYAKARTA
SWITCHING INTENTION DARI LAYANAN BANK KONVENSIONAL KE BANK SYARIAH INDONESIA PENDEKATAN PUSH, PULL, DAN MOORING (PPM) (Text)
SWITCHING INTENTION DARI LAYANAN BANK KONVENSIONAL KE BANK SYARIAH INDONESIA PENDEKATAN PUSH, PULL, DAN MOORING (PPM) (Other)
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