PENGARUH PUSH-PULL MOORING EFFECTS TERHADAP NIAT BERPINDAH PELANGGAN SEGMEN RUMAH TANGGA DI PT PERUSAHAAN GAS NEGARA TBK. AREA JAKARTA

TIRTA, ABIMATA ANJAYA (2023) PENGARUH PUSH-PULL MOORING EFFECTS TERHADAP NIAT BERPINDAH PELANGGAN SEGMEN RUMAH TANGGA DI PT PERUSAHAAN GAS NEGARA TBK. AREA JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Customer Retention Rate (CRR) yang terus menurun setiap tahunnya ditambah dengan pandemi Covid-19 pada tahun 2019 sampai dengan 2021 menjadi masalah yang perlu diperhatikan oleh PT Perusahaan Gas Negara Tbk. (PGN) yang mana ditambah dengan penugasan pemerintah untuk membangun jaringan pipa gas dan menambah jumlah pelanggan rumah tanggal menjadi sebanyak 4 Juta merupakan sebuah tantangan tersendiri untuk PGN. Penelitian ini menguji dan menganalisis Push-Pull Mooring Effects terhadap niat berpindah pelanggan pada pengguna gas pipa segmen rumah tangga PGN Area Jakarta. Faktor dorong dijelaskan oleh variabel kepuasan dan persepsi harga, faktor tarik dijelaskan oleh daya tarik alternatif serta faktor tambat dijelaskan oleh variabel norma subjektif. Teknik analisis data yang digunakan pada penelitian ini adalah teknik analisa Structure Equestion Modelling (SEM) dengan menggunakan software statistik SmartPLS versi 3. 0. Berdasarkan hasil penelitian terhadap 357 Pengguna gas pipa segmen rumah tangga PT. Perusahaan Gas Negara Tbk. Area Jakarta mengenai pengaruh Push-Pull Mooring Effects terhadap niat berpindah pelanggan, maka dapat ditarik kesimpulan bahwa Faktor Dorong memiliki pengaruh negatif dan signifikan terhadap niat berpindah pelanggan yang mana apabila faktor dorong meningkat maka akan terjadi penurunan niat berpindah. Untuk faktor tarik berpengaruh negatif dan signifikan yang artinya apabila faktor tarik semakin tinggi maka Niat Berpindah akan semakin tinggi. Faktor tambat diketahui memoderasi pengaruh faktor dorong pada niat beralih. Di sisi lain, faktor tambat tidak terbukti memoderasi pada pengaruh faktor tarik. Kata kunci: Teori push-pull mooring, kepuasan, persepsi harga, daya tarik alternatif, norma subjektif, niat berpindah, PT Perusahaan Gas Negara Tbk., segmen rumah tangga, SEM dan PLS The Customer Retention Rate (CRR) which continues to decline each year coupled with the Covid-19 pandemic in 2019 to 2021 is a problem that needs to be addressed by PT Perusahaan Gas Negara Tbk. (PGN), which, when combined with the government's mandate to build a gas pipeline network and increase the number of residential customers to as many as 4 million, is a challenge for PGN. This study investigates and analyzes the Push-Pull Mooring Effects on the intention to switch gas pipe customers in the PGN Area Jakarta's residential segment. The push factor is determined by the variables of satisfaction and price perception, the attractiveness of alternatives explains the pull factor, and the subjective norm variable explains the mooring factor. Structured Question Modeling (SEM) analysis using the statistical software SmartPLS version 3.0 was utilized to analyze the data for this study. On the basis of research conducted on 357 pipe gas users in the household segment by PGN in the Jakarta area regarding the influence of Push-Pull Mooring Effects on customer switching intentions, it can be concluded that the push factors has a negative and significant influence on customer switching intentions, such that as the push factor increases, the intention to stop will decrease. The pull factor has a negative and significant effect, so as the pull factor increases, so does the intention to move. It is known that the mooring factor moderates the effect of the push factor on switching intentions. On the other hand, there is no evidence that the mooring factor mitigates the effect of the pull factor. Keywords: Push-pull mooring theory, satisfaction, price perception, alternative attractiveness, subjective norm, switching intention, PT Perusahaan Gas Negara Tbk., household segment, SEM and PLS

Item Type: Thesis (S2)
Call Number CD: CD/551. 23 023
Call Number: TM/51/23/078
NIM/NIDN Creators: 55120110036
Uncontrolled Keywords: Push-pull mooring theory, satisfaction, price perception, alternative attractiveness, subjective norm, switching intention, PT Perusahaan Gas Negara Tbk., household segment, SEM and PLS
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
100 Philosophy and Psychology/Filsafat dan Psikologi > 100. Philosophy and Psychology/Filsafat dan Psikologi > 106 Organizations and Management Philosophy/Organisasi dan Manajemen di Bidang Filsafat
Divisions: Pascasarjana > Magister Manajemen
Depositing User: MILA RISKA
Date Deposited: 12 May 2023 05:24
Last Modified: 12 May 2023 05:24
URI: http://repository.mercubuana.ac.id/id/eprint/76315

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