The Influence of the Push-Pull Mooring Effect on the Intention to Switch of Customers in the Household Segment at PT Perusahaan Gas Negara TBK. Area Jakarta

Authors : Abimata Anjaya Tirta; Mas Wahyu Wibowo

Volume/Issue : Volume 8 - 2023, Issue 2 - February

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The Customer Retention Rate (CRR) which continues to decline each year coupled with the Covid-19 pandemic in 2019 to 2021 is a problem that needs to be addressed by PT Perusahaan Gas Negara Tbk. (PGN), which, when combined with the government's mandate to build a gas pipeline network and increase the number of residential customers to as many as 4 million, is a challenge for PGN. This study investigates and analyzes the Push-Pull Mooring Effects on the intention to switch gas pipe customers in the PGN Area Jakarta's residential segment. The push factor is determined by the variables of satisfaction and price perception, the attractiveness of alternatives explains the pull factor, and the subjective norm variable explains the mooring factor. Structured Question Modeling (SEM) analysis using the statistical software SmartPLS version 3.0 was utilized to analyze the data for this study. On the basis of research conducted on 357 pipe gas users in the household segment by PGN in the Jakarta area regarding the influence of Push-Pull Mooring Effects on customer switching intentions, it can be concluded that the push factors has a negative and significant influence on customer switching intentions, such that as the push factor increases, the intention to stop will decrease. The pull factor has a positive and significant effect, so as the pull factor increases, so does the intention to move. It is known that the mooring factor moderates the effect of the push factor on switching intentions. On the other hand, there is no evidence that th

Keywords : Push-pull mooring theory, satisfaction, price perception, alternative of attraction, subjective norm, switching intention, PT Perusahaan Gas Negara Tbk., household segment., SEM and PLS.


Paper Submission Last Date
29 - February - 2024

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