JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

Smartphone Ecosystem Switching from Android to iOS: A Push Pull Mooring Perspective

Rifqi Rafi, Muhammad (Unknown)
Elvira Azis (Unknown)

Article Info

Publish Date
30 Jul 2026

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.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...