Penelitian ini menguji tiga kelompolc variabel dalam model Push, PNN, dan Mooring (PPM) terhadap keinginan berpindah kartu GSM prabayar pacla pelanggan generasi Y, khususnya untuk palajar SMP kelas IX, dan pelajar SMA di Jakarta. Push effect diukur dengan kualitas, kepuasan, nilai, kepercayaan, dan persepsi harga, mooring eject diukur dengan perilaku terhadap perpindahan, dan pull eject diukur dengan ketertarikan altematii Berdasarkan data dari 315 konsumen generasi Y yang diolah menggunakan metode SEM, maka dapat diketahui bahwa pull effect dan mooring effect berpengaruh pada timbulnya keinginan berpindah kartu GSM prabayar Sedangkan push eject tidak berpengaruh pada timbulnya keinginan berpindah kartu GSM prabayar, serta mooring eject tidak memoderasi pengaruh antara push eject dan pull efjiecf terdahap keinginan berpindah.

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This research examined the effect of three groups variables of Push, Pull, and Mooring (PPM) model toward switching Intention of GSM prepaid cellular card on customer generation Y, especially for junior high school students of class IX, and senior high school students in Jakarta. Push effect is measured by quality, satisfaction, value, trust, and price perception, mooring effect is measured by attitude toward switching, and pull effect is measured by alternative attractiveness. From the data of 3 15 constumer generation Y using SEM method, the research finds that pull effect and mooring effect have a significant effect toward the appearance of switching intention of GSM prepaid cellular card, while push effect do not seem to have effect toward the appearance of switching intention of GSM prepaid cellular card. This research also finds that mooring effect has no moderate effect toward the relationship between push effect and pull effect on switching intention.