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Wiyata .
Brawijaya University
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Journal : Journal Publicuho

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WHY TRADITIONAL MARKET BUYERS GOING DIGITAL: An Empirical Study on Switching Behavior Wiyata
Journal Publicuho Vol. 6 No. 2 (2023): May - July - Journal Publicuho
Publisher : Halu Oleo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35817/publicuho.v6i2.203

Abstract

This study attempts to provide a strengthened understanding of why people switch from traditional payment to digital payment QRIS (Quick Response Code Indonesian Standard). Grounding on the push, pull, mooring model as framework, I proposed dissatisfaction and transaction incovenience as the push factor, easy of use and critical mass as the pull factor, and switching cost as the mooring factor. I tested the proposed model by conducting a paper-based survey in Surakarta’s traditional market at Center of Java, Indonesia by comprising respondents comprising a total of 150 buyers. The results of PLS-SEM analysis demonstrated that except transaction inconvinience, all the proposed variables have been confirmed. From a theoretical implication, this study offers significant contributions to switching behavior literature by invesitivigating the applicability of the PPM Model in tradiotional market context. From a practical implication, these findings provide useful implications and insights for digital payment brands on how to encourage costumers switching from their traditional payment habits.
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