<![CDATA[Understanding customer churn in digital payment platforms is essential for maintaining competitive advantage, particularly regarding how user dissatisfaction, competitor alternatives, and switching barriers influence consumer retention. This study aims to examine the relationship between application dissatisfaction and alternative attractiveness toward switching intention, while analyzing the moderating role of switching cost among LinkAja users. A quantitative approach with a causal design was applied, utilizing data collected from 250 respondents selected through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4 software. The findings reveal that application dissatisfaction strongly drives switching intention, whereas alternative attractiveness shows no significant impact. Furthermore, switching costs weaken the effect of alternative attractiveness on switching intention, but do not moderate the dissatisfaction-switching link. Strategically, platform providers must prioritize resolving core usability issues and enhancing user experience to prevent customer migration, rather than focusing merely on competing with alternative service providers.]]>
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