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All Journal JURNAL MANAJEMEN MOTIVASI
Rifqi Rafi, Muhammad
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Smartphone Ecosystem Switching from Android to iOS: A Push Pull Mooring Perspective Rifqi Rafi, Muhammad; Elvira Azis
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9217

Abstract

This study examines smartphone ecosystem switching from Android to iOS using the Push-Pull-Mooring framework. It investigates the effects of push, pull, and mooring factors on switching intention and the effect of switching intention on switching behaviour among Indonesian university students. Using a quantitative survey and PLS-SEM analysis with SmartPLS 4, the results show acceptable outer loadings and moderate explanatory power. Push, pull, and mooring factors explain 58.5% of switching intention, while switching intention explains 52.1% of switching behaviour. The findings imply that ecosystem migration is shaped by dissatisfaction, alternative attraction, and switching constraints.
Co-Authors Elvira Azis