Pengaruh Pendekatan Push, Pull, dan Mooring terhadap Perilaku Beralih Layanan Pembayaran Manual ke Layanan Berbasis Fintech melalui Niat Beralih pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara

Abstract

This study aims to analyze the influence of the Push–Pull–Mooring (PPM) approach on switching behavior from manual payment methods to fintech-based payment services, with switching intention as a mediating variable based on the Theory of Planned Behavior (TPB). A quantitative method was used with accidental sampling involving 80 students of the Faculty of Economics and Business, Universitas Sumatera Utara, who have used fintech-based payment services. Data were collected through a five-point Likert scale questionnaire and analyzed using Structural Equation Modeling – Partial Least Squares (SEM-PLS) with SmartPLS version 3.2.9. The results show that the R-square value for switching intention is 0.343 and for switching behavior is 0.235. Pull factors have a positive and significant effect on switching intention (β = 0.527; p = 0.000), while push factors (β = –0.167; p = 0.081) and mooring factors (β = –0.154; p = 0.238) have no significant effect. Moreover, switching intention has a positive and significant effect on switching behavior (β = 0.485; p = 0.000). These findings indicate that students’ decisions to switch to fintech services are mainly driven by pull factors such as ease of use, efficiency, and convenience.