PENGARUH PUSH EFFECT, MOORING EFFECT, PULL EFFECT, DAN PERSONAL INNOVATIVENESS TERHADAP SWITCHING INTENTION PADA PENGGUNA E-COMMERCE TIKTOK SHOP KE SHOPEE

Abstract

Penelitian ini menganalisis fenomena masa penutupan social commerce TikTok Shop atas kebijakan pemerintah. Tujuan penelitian ini adalah untuk mengetahui pengaruh pada kerangka model Push-Pull-Mooring (PPM), dan Personal Innovativeness terhadap Switching Intention bagi pengguna TikTok Shop ke Shopee. Penelitian kuantitatif ini menggunakan metode PLS-SEM yang menggunakan data sekunder yaitu studi literatur dan data primer yaitu survei sebagai teknik pengumpulan data dari 100 responden yang tinggal di Kota Pontianak dan Kubu Raya. Berdasarkan hasil penelitian, Push Effect (masalah privasi dan nilai negatif yang dirasakan), Mooring Effect (biaya beralih, pengaruh sosial, dan inertia), Pull Effect (daya tarik alternatif, kegunaan yang dirasakan, kemudahan penggunaan yang dirasakan, kepercayaan berbasis pengetahuan), dan Personal Innovativeness secara signifikan mempengaruhi Switching Intention pengguna TikTok Shop ke Shopee. Namun, temuan penelitian ini menunjukkan adanya arah hubungan yang tidak terduga dari hipotesis semula, pertama yaitu Push Effect berpengaruh negatif terhadap Switching Intention. Dapat disimpulkan bahwa temuan penelitian pada saat masa penutupan TikTok Shop oleh kebijakan pemerintah mendorong penggunanya untuk dapat beralih ke platform lain, seperti Shopee atau justru penggunanya cenderung untuk enggan beralih karena memiliki keterikatan tinggi dengan TikTok Shop dibanding Shopee.
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