ANALISIS PENGARUH PUSH FACTORS TERHADAP SWITCHING BEHAVIOR MELALUI SWITCHING INTENTION PADA PELANGGAN OPERATOR SELULER DI SURABAYA

Abstract

The development of the business telecommunication is currently growing rapidly, it can be seen also from the emergence of many mobile operators. The numbers of mobile operator makes consumers tend to switch carriers with consideration of the service provided. This study aims to determine the effect of the Push Factors variable to Switching Behavior variable through Switching Intention variable. The research was conducted on cell phone users who live in Surabaya. The method used for this study is quantitive method with Path Analysis technique. Path Analysis technique will examine the effect of Push Factors to Switching Behavior through Switching Intention. Using Path Analysis result obtained are Push Factors shown influence Switching Intention significantly in mobile operator’s customers in Surabaya; Switching Intention proved significant influence on Switching Behavior; Switching Intention proved mediating Push Factors to Switching Behavior in mobile operators’ customer in Surabaya.