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"Tujuan dari penelitian ini untuk memperoleh faktor-faktor yang berpengaruh signifikan terhadap Purchase Intention voucer hotel melalui situs Online Travel Agent (OTA) dengan menerapkan metode Structural Equation Modeling (SEM). Faktor-faktor yang diteliti, antara lain Perceived Price, Brand Image, Perceived Value, dan Trust. Hal tersebut berdasarkan adanya gap antara persentase penetrasi pengguna layanan pemesanan voucer hotel dan persentase penjualan voucer hotel di segmen online travel booking di Indonesia. Selain itu, penelitian ini juga bertujuan untuk memberikan rekomendasi strategi pemasaran bagi OTA menggunakan metode Importance-Performance Analysis dan konsep Digital Marketing berdasarkan faktor-faktor yang berpengaruh signifikan. Strategi pemasaran menjadi penting mengingat adanya dominansi offline travel booking di Asia Pasifik, termasuk Indonesia. Dengan strategi pemasaran yang tepat, OTA dapat meningkatkan niat beli konsumen dan memperkuat posisinya di travel market. Hasil penelitian ini mengindikasikan bahwa faktor Brand Image dan Trust berpengaruh signifikan terhadap Purchase Intention voucer hotel. OTA pun perlu mempertimbangkan penerapan beberapa strategi pemasaran dengan tingkat prioritas tinggi, yaitu jaminan pasti dapat menginap di hotel yang dituju, Call to Action (CTA) sebagai content marketing di media sosial Instagram dan blog serta menyediakan fasilitas penjadwalan ulang secara online dan bersifat satu pintu untuk voucer hotel yang telah dipesan.

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The objective of this research is to discuss how various factors to affect purchase intention of hotel voucher through Online Travel Agent (OTA)s websites by applying Structural Equation Modeling (SEM). Perceived Price, Brand Image, Perceived Value, and Trust are four key predictors. This is supported by the gap existed between the user penetration percentage and the actual sales percentage of the voucer hotel in online travel booking segment in Indonesia. In addition, this research is also aimed to provide marketing strategies for OTAs by applying Importance-Performance Analysis. Marketing strategy is crucial as the offline travel booking dominates the travel market in Asia Pacific including Indonesia. By considering the appropriate marketing strategy, OTA can improve their consumers purchase intention for hotel voucher and strengthen their positions in travel market. The result of this research shows that Brand Image and Trust are 2 factors which have significant effect to the consumers purchase intention. Thus, the highly prioritized marketing strategies that OTA should consider are (1) stay guarantee in the preferred hotel, (2) Call to Action as content marketing through Instagram and blog platforms, and (3) online reschedule option for the booked hotel voucher."

"Penelitian ini bertujuan untuk mengetahui pengaruh dari faktor hubungan antara menu online restoran terhadap niat pembelian konsumen selama pandemi COVID-19 (studi pada Shopee Food di di 8 Kota Besar di Pulau Jawa) serta penelitian ini dilakukan di 8 Kota Besar di Pulau Jawa yang lebih tepatnya di Jakarta, Bogor, Depok, Tangerang, Bekasi, Bandung, Surabaya, & Yogyakarta. Penelitian ini menggunakan data primer dari kuisioner dengan skala likert 1-6, pengambilan sampling dengan menggunakan non-probability sampling, dengan screening pada pengguna layanan delivery apps yang pernah melakukan pembelian makanan atau minuman melalui aplikasi Shopee Food. Penelitian ini menemukan bahwa daya tarik visual menu berpengaruh positif signifikan terhadap keinginan untuk makan. Persepsi risiko COVID-19 juga berpengaruh positif signifikan terhadap keinginan untuk makan. Namun disisi lain ternyata persepsi risiko COVID-19 mempunyai pengaruh negatif signifikan terhadap kenyamanan yang dirasakan dari pemesanan makanan secara online. Penelitian ini menggunakan metode Structural Equation Method (SEM) yang diolah dengan software AMOS versi 22

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This study aims to determine the influence of the relationship factor between restaurant online menus on consumer purchase intentions during the COVID-19 pandemic (study on Shopee Food in 8 big cities on Java Island) and this research was conducted in 8 major cities on the island of Java, more precisely in Jakarta, Bogor, Depok, Tangerang, Bekasi, Bandung, Surabaya, & Yogyakarta.. This study uses primary data from a questionnaire with a Likert scale of 1-6, sampling using non-probability sampling, by screening users of delivery apps services who have purchased food or beverages through the Shopee Food application. This study found that the visual appeal of the menu had a significant positive effect on the desire to eat. The perceived risk of COVID19 also had a significant positive effect on the desire to eat. On the other hand, it turns out that the perception of the risk of COVID-19 has a significant negative effect on the perceived convenience of ordering food online. This study uses the Structural Equation Method (SEM) which is processed with AMOS version 22 software."

"Online travel agent (OTA) merupakan kanal reintermediasi antara hotel dan konsumen. Pada reservasi online, konsumen bisa memilih antara kanal OTA atau langsung melalui situs e-commerce yang dimiliki oleh hotel. OTA bersaing dengan situs web hotel melalui berbagai penawaran untuk menarik konsumen. Di sisi lain, manajemen hotel ternyata merasa perlu meningkatkan kinerja web hotelnya untuk mengimbangi dominasi OTA dalam menangani reservasi online. Penulis melakukan penelitian secara kuantitatif menggunakan sebuah model kerangka kerja teoritis generik untuk menganalisis purchase intention pada web hotel dan OTA. Pendekatan yang digunakan adalah untuk membuktikan perceived value mempengaruhi purchase intention. Hasil analisis web hotel dan OTA dibandingkan untuk mengetahui faktor yang menyebabkan konsumen memilih OTA daripada web hotel. Pengumpulan data penelitian dilakukan menggunakan kuesioner survei yang disebarkan dalam bentuk elektronik online dan cetak. Data valid yang terkumpul sebanyak 351 sampel untuk web hotel dan 369 sampel untuk OTA dianalisis menggunakan metode PLS-SEM.Penulis menemukan bahwa perceived value mempengaruhi purchase intention pada web hotel dan OTA. Hasil penelitian menunjukkan faktor keamanan, kemudahan pembayaran, dan harga mempengaruhi perceived value pada kedua kanal namun OTA masih lebih unggul. Sedangkan faktor-faktor yang berkaitan dengan risiko tidak mempengaruhi perceived value pada web hotel dan OTA. Namun justru web hotel unggul pada ketiga faktor ini.

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Online travel agent OTA is reintermediating channel between consumers and hotels. In the online hotel reservations, consumers can choose between OTA channels or directly through e commerce sites owned by the hotel. OTA competes with the hotel 39 s web site through various deals to attract consumers. On the other hand, the hotel management felt the need of improving their own web performance to counterbalance the dominance of OTA in handling online reservation.

The researcher performed quantitative research through a generic model of theoretical framework for analyzing purchase intention of the hotel website and OTA with an approach to prove that perceived value affects purchase intention. Both the hotel website and OTA analytic results are compared to determine the factors that influence consumers making reservation via OTA than the hotel website.

The research data collection was performed using a questionnaire survey distributed in both electronic online and hardcopy form. The total of valid samples collected for the hotel website is 351 samples and 369 samples for OTA were analyzed using PLS SEM.The researcher found that perceived value affects purchase intention on the hotel website and OTA.

The results showed the security, ease of payment and price factors affect the perceived value on both channels but OTA is superior. The factors associated with risks such as product risk, cancelation policy risk, and booking problem risk do not negatively affect the perceived value of the hotel website and OTA. Whereas the hotel website is only competitive on these three factors."

"Pertumbuhan teknologi informasi mendorong perpustakaan untuk memberikan inovasi layanan berupa perpustakaan digital atau digital library. Kemudahan mengakses informasi kapan saja dan dimana saja menjadikan digital library sebagai layanan yang berpotensi untuk dapat terus digunakan pada era digital seperti saat ini. Perpustakaan digital berperan penting dalam kehidupan mahasiswa Rumpun Ilmu Sains dan Teknologi untuk kepentingan penelitian-penelitiannya. Namun saat ini, penggunanya masih merasa tidak puas dan memiliki kecenderungan untuk menggunakan mesin pencari lain. Agar tidak ditinggalkan oleh penggunanya, perlu dilakukan evaluasi pada digital library dengan memahami faktor-faktor yang memengaruhi kepuasan dan loyalitas penggunanya. Penelitian ini menggunakan teori kesukesan sistem informasi, Technology Acceptance Model (TAM), dan teori afinitas perpustakaan digital. Kuesioner penelitian disebarluaskan kepada mahasiswa sarjana dan pascasarjana Rumpun Ilmu Sains dan Teknologi yang menggunakan perpustakaan digital Universitas Indonesia. Sebanyak total 448 data responden didapatkan. Hasil pengolahan data dengan metode Structural Equation Modeling (SEM) menunjukkan bahwa faktor-faktor yang memengaruhi kepuasan dan loyalitas pengguna digital library Universitas Indonesia adalah system quality, information quality, service quality, perceived ease of use, perceived usefulness, dan digital library’s affinity. Perancangan strategi dilakukan menggunakan relationship matrix.

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The growth of information technology encourages libraries to provide service innovation in the form of digital libraries or digital libraries. The ease of accessing information anytime and anywhere makes the digital library a service that has the potential to continue to be used in the digital era like today. Digital libraries play an important role in the life of students of the Science and Technology Cluster for their research interests. However, currently, its users are still dissatisfied and have a tendency to use other search engines. In order not to be abandoned by the users, it is necessary to evaluate the digital library by understanding the factors that affect user satisfaction and loyalty. This research uses information system success theory, Technology Acceptance Model (TAM), and digital library affinity theory. The research questionnaire is distributed to undergraduate and postgraduate students of the Science and Technology Cluster who use the digital library of the University of Indonesia. A total of 448 respondent data were obtained. The results of data processing using the Structural Equation Modeling (SEM) method show that the factors that influence the satisfaction and loyalty of the University of Indonesia's digital library users are system quality, information quality, service quality, perceived ease of use, perceived usefulness, and digital library's affinity. The strategy design is done using a relationship matrix.

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"Penelitian ini bertujuan untuk mengetahui Hubungan Social Comparison, Self Presentation, Constraints, Travel Envy Terhadap Intention To Visit Destination. Pengumpulan data dilakukan dengan kuesioner disebarkan menggunakan teknik snowball sampling dengan menggunakan googleforms. Kuesioner dibuat secara online pada link berikut: http://bit.ly/risettravelenvy Kemudian tautan kuesioner ini disebarkan melalui berbagai aplikasi instant messaging seperti LINE, WhatsApp, dan Instagram Message. Total kuesioner yang tersebar dan terkumpul adalah sejumlah 229 dengan jumlah responden yang lolos dalam kualifikasi sejumlah 229 responden. Sampel penelitian yang telah terkumpul sebanyak 229 tersebut merupakan representatif dari pengguna Social Network Site Instagram terdiri dari jenis kelamin pria sebanyak 103 (44,7%) dan wanita sebanyak 126 (55,3%). Metode statistik menggunakan Structural Equation Model dengan software AMOS 24.0. Hasil dari penelitian ini menunjukkan bahwa seluruh hipotesis diterima dan berpengaruh signifikan, hal ini sejalan dengan penelitian sebelumnya yang dilakukan oleh Nick Hajli, Yichuan Wang, Mina Tajvidi (2018).

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This study aims to determine the relationship of Social Comparison, Self Presentation, Constraints, Travel Envy to Intention to Visit Destination. Data collection was done by questionnaire distributed using the snowball sampling technique using googleforms. The questionnaire was made online at the following link: http://bit.ly/risettravelenvy Then the link to this questionnaire was disseminated through various instant messaging applications such as LINE, WhatsApp, and Instagram Message. Total questionnaires spread and collected were 229 with the number of respondents who passed the qualifications of 229 respondents. 229 research samples that have been collected are representative of Instagram Social Network Site users consisting of 103 (44.7%) male and 126 (55.3%) women. The statistical method uses the Structural Equation Model with AMOS 24.0 software. The results of this study indicate that all hypotheses are accepted and have a significant effect, this is in line with previous research conducted by Nick Hajli, Yichuan Wang, Mina Tajvidi (2018)."

"Penelitian ini bertujuan untuk menganalisis faktor-faktor yang paling berpengaruh terhadap keputusan pembelian rumah oleh konsumen di wilayah Jabodetabek serta merumuskan strategi pemasaran bagi sebuah perusahaan properti di Jakarta Selatan agar dapat terus bersaing dan mempertahankan nilai penjualan. Data pada penelitian ini dikumpulkan menggunakan kuesioner untuk pengolahan data menggunakan metode partial least squares-structural equation modeling (PLS-SEM) dan dengan melakukan wawancara mendalam kepada pihak perusahaan untuk perumusan strategi pemasaran. Berdasarkan hasil penelitian ini, didapatkan faktor yang berpengaruh secara terhadap keputusan pembelian rumah, yaitu trust, environment, characteristics, attitude, dan legality, serta lima usulan alternatif strategi pemasaran yang dapat dilakukan, yaitu peningkatan nilai brand equity, perbaikan fasilitas proyek, skema promo baru, dan kerja sama dengan pihak eksternal.

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This study aims to analyze the most influential factors in the decision-making process of home purchases by consumers in the Jabodetabek area and formulate marketing strategies for a real estate company in South Jakarta to remain competitive and maintain sales value. Data for this research were collected using questionnaires for the data processed using the partial least squares-structural equation modeling (PLS-SEM) method, and in-depth interviews were conducted with company representatives to formulate a marketing strategy. Based on the findings of this study, the factors influencing house purchase decisions were identified as trust, environment, characteristics, attitude, and legality. Additionally, five alternative marketing strategy proposals were suggested, including enhancing brand equity, improving project facilities, introducing new promotional schemes, and collaborating with external parties."

"Pertumbuhan pesat e-Commerce di Indonesia telah menciptakan transformasi perilaku konsumen yang pada awalnya konsumen retail tradisional menjadi konsumen retail online. Merespon hal tersebut maka dibutuhkan pengetahuan akan online buying behavior yang dapat dipahami berdasarkan dua tahapan yaitu pertama adalah upaya mendorong customer online purchase intention dan tahapan kedua adalah mendorong terciptanya customer online purchase intention yang keduanya adalah sangat penting dalam menentukan kesuksesan e-Commerce. Dalam tesis ini mengkhususkan pembahasan pada Customer Online Repurchase Intention yang merupakan manifestasi atas loyalitas customer sebagai salah satu kunci untuk menjaga keberlangsungan bisnis dan meningkatkan profit pada situs e-Commerce. Untuk itu, penelitian ini bertujuan untuk menganalisa faktor-faktor apa saja yang mempengaruhi Customer Online Repurchase Intention pada situs e-Commerce di Indonesia.Hasil penelitian menunjukkan bahwa e-Customer di Indonesia memiliki karakteristik sebagai Novelty-oriented Customer, Quality-oriented Customer, Price-oriented Customer dan Convenience-oriented Customer. Orientasi tersebut secara signifikan dan positif mendorong Customer Online Repurchase Intention. Faktor lainnya yang turut mendorong Customer Online Repurchase Intention adalah Brand Online Trust dan Prior Online Purchase Experience. Prior Online Purchase Experience, Convenience Orientation dan Brand Online Trust secara berturut-turut memberikan pengaruh terbesar pertama, kedua dan ketiga pada terciptanya Customer Online Repurchase Intention. Sebanyak 200 responden yang pernah berbelanja di situs e-Commerce di Indonesia berpartisipasi mengisi kuesioner (email maupun printed) dan analisis data menggunakan SEM (Structural Equation Modelling).

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The rapid growth of e-Commerce in Indonesia has created a transformation of consumer behavior that was originally a traditional retail consumers into online retail consumers. Responding to these conditions, it is important to understand the consumer online buying behavior which can be understood based on two stages: first is the customer online purchase intention and the second is the customer online repurchase intention that both are determinant of the success of e-Commerce. Customer Online Repurchase Intention as a manifestation of customer loyalty is the key factor of e-commerce sites which give direct effect on e-Commerce?s profit. Therefore, the objective of this research is to identify key factors of Customer Online Repurchase Intention toward e-Commerce sites in Indonesia.

The findings indicate that Indonesia e-Customer has characteristics such as Novelty-oriented, Quality-oriented, Price-oriented and Convenience-oriented customer. Those orientations significantly and positively encourage Customer Online Repurchase Intention. Other factors that drive the Customer Online Repurchase Intention are Brand Online Trust and Prior Online Purchase Experience. Prior Online Purchase Experience, Convenience Orientation and Brand Online Trust respectively become the important contributor to Customer Online Repurchase Intention. A total of 200 respondents who have ever shopped online on e-commerce participated to fill out an e-mail/printed questionnaire and the data analyzed using SEM (Structural Equation Modeling)."

"[ABSTRAKPenelitian ini membahas pengaruh product related factor dan channel related factor terhadap seleksi website pemesanan hotel melalui internet dengan membandingkan Website Online Travel Agent (OTA) dan Website Hotel. Skripsi ini membahas pengaruh terhadap purchase intention yang ditimbulkan oleh product related factor, channel related factor dan information search intention. Penelitian menghasilkan kesimpulan pada kedua website, purchase intention tidak dipengaruhi secara signifikan oleh product related factor. Sedangkan pada product related factor dan channel related factor berpengaruh secara signifikan terhadap information search intention pada Website Hotel dan channel related factor berpengaruh secara signifikan terhadap purchase intention dan information search intention pada Website OTA. Pada penelitian ini juga terdapat implikasi manajerial serta saran untuk penelitian selanjutnya.

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ABSTRACTThis study discusses the effect of product related factor and channel related factor towards selection of online hotel booking channel via Internet with comparing on Online Travel Agent (OTA) and Hotel Website. This study also includes two other variables, namely information search intention and affecting on purchase intention. This results of this research show that on both website, purchase intention did not significantly affected by product related factor. But channel related factors significantly influence information search intention for both Website and purchase intention on OTA Website. There are also managerial implications and advices for the next research., This study discusses the effect of product related factor and channel related factor towards selection of online hotel booking channel via Internet with comparing on Online Travel Agent (OTA) and Hotel Website. This study also includes two other variables, namely information search intention and affecting on purchase intention. This results of this research show that on both website, purchase intention did not significantly affected by product related factor. But channel related factors significantly influence information search intention for both Website and purchase intention on OTA Website. There are also managerial implications and advices for the next research.]"

"Bidang pendidikan menjadi salah satu bidang aktivitas sehari-hari masyarakat yang terdampak tren digitalisasi secara signifikan yang berjalan beriringan dengan perkembangan teknologi yang semakin pesat dewasa ini. Digitalisasi proses pembelajaran memberikan lebih banyak pilihan pada pengguna untuk mengakses ilmu atau informasi dengan menggunakan buku elektronik yang jumlah penggunanya semakin meningkat relatif terhadap pengguna buku konvensional yang mengindikasikan terjadinya fenomena peralihan (switching). Berdasarkan fenomena tersebut, penelitian ini bertujuan mengetahui apa saja faktor-faktor push-pull-mooring (PPM) yang memengaruhi niatan pengguna untuk beralih (switching intention) dari menggunakan buku konvensional ke buku elektronik dengan menerapkan metodologi penelitian secara mixed-method berupa kualitatif dan kuantitatif. Tahapan penelitian kualitatif menggunakan metode wawancara mendapatkan data kualitatif dari 11 narasumber yang dianalisis menggunakan grounded theory untuk mengidentifikasi, memahami, serta merumuskan indikator-indikator dari faktor-faktor yang memengaruhi switching intention yang disusun pada model PPM. Selain itu, ditemukan tiga faktor baru, yaitu advanced features, eye health issue, dan usage experience. Selanjutnya, tahapan penelitian kuantitatif menggunakan metode survey mendapatkan data kuantitatif dari 392 responden yang dianalisis menggunakan PLS-SEM. Ditemukan bahwa faktor-faktor yang signifikan (α < 0,05) memengaruhi switching intention adalah inconvenience, price perception, perceived usefulness, habit, subjective norm, dan usage experience. Sedangkan, advanced features, eye health issue, dan perceived ease of use bukan merupakan faktor-faktor yang memengaruhi switching intention. Dikonfirmasi juga bahwa switching intention memengaruhi switching behavior. Penelitian ini memberikan kontribusi teoretis berupa dibuktikannya pengaruh signifikan dari faktor baru usage experience terhadap switching intention serta konfirmasi hasil penelitian-penelitian PPM sebelumnya. Penelitian ini juga memberikan kontribusi praktis kepada pengguna buku berupa saran penggunaan. Selain itu, kontribusi praktis bagi penerbit buku konvensional dan pengembang perangkat membaca buku elektronik, secara berurutan, merupakan saran untuk meningkatkan daya saing buku konvensional dan buku elektronik.

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Education has become one of the areas of daily community activities significantly impacted by the digitalization trend, which is progressing in line with the increasingly rapid development of technology today. The digitalization of the learning process provides more options for users to access knowledge or information using electronic books, whose number of users is increasing relatively to conventional book users, indicating the occurrence of a switching phenomenon. Based on this phenomenon, this study aims to determine the push-pull-mooring (PPM) factors that influence users' intention to switch (switching intention) from using conventional books to electronic books by applying a mixed-method research methodology, namely qualitative and quantitative. The qualitative research stage used the interview method to obtain qualitative data from 11 interviewees, which was analyzed using grounded theory to identify, understand, and formulate indicators of the factors influencing switching intention compiled in the PPM model. In addition, three new factors were found, namely advanced features, eye health issues, and usage experience. Furthermore, the quantitative research stage used the survey method to obtain quantitative data from 392 respondents, which was analyzed using PLS-SEM. It was found that the significant factors (α < 0,05) influencing switching intention are inconvenience, price perception, perceived usefulness, habit, subjective norm, and usage experience. Meanwhile, advanced features, eye health issues, and perceived ease of use are not factors influencing switching intention. It is also confirmed that switching intention influences switching behavior. This research provides a theoretical contribution in the form of proving the significant influence of the new usage experience factor on switching intention and confirming the results of previous PPM studies. This research also provides practical contributions to book users in the form of usage suggestions. In addition, the practical contributions for conventional book publishers and developers of electronic book reading devices are, respectively, suggestions for increasing the competitiveness of conventional books and electronic books."

"Bidang pendidikan menjadi salah satu bidang aktivitas sehari-hari masyarakat yang terdampak tren digitalisasi secara signifikan yang berjalan beriringan dengan perkembangan teknologi yang semakin pesat dewasa ini. Digitalisasi proses pembelajaran memberikan lebih banyak pilihan pada pengguna untuk mengakses ilmu atau informasi dengan menggunakan buku elektronik yang jumlah penggunanya semakin meningkat relatif terhadap pengguna buku konvensional yang mengindikasikan terjadinya fenomena peralihan (switching). Berdasarkan fenomena tersebut, penelitian ini bertujuan mengetahui apa saja faktor-faktor push-pull-mooring (PPM) yang memengaruhi niatan pengguna untuk beralih (switching intention) dari menggunakan buku konvensional ke buku elektronik dengan menerapkan metodologi penelitian secara mixed-method berupa kualitatif dan kuantitatif. Tahapan penelitian kualitatif menggunakan metode wawancara mendapatkan data kualitatif dari 11 narasumber yang dianalisis menggunakan grounded theory untuk mengidentifikasi, memahami, serta merumuskan indikator-indikator dari faktor-faktor yang memengaruhi switching intention yang disusun pada model PPM. Selain itu, ditemukan tiga faktor baru, yaitu advanced features, eye health issue, dan usage experience. Selanjutnya, tahapan penelitian kuantitatif menggunakan metode survey mendapatkan data kuantitatif dari 392 responden yang dianalisis menggunakan PLS-SEM. Ditemukan bahwa faktor-faktor yang signifikan (α < 0,05) memengaruhi switching intention adalah inconvenience, price perception, perceived usefulness, habit, subjective norm, dan usage experience. Sedangkan, advanced features, eye health issue, dan perceived ease of use bukan merupakan faktor-faktor yang memengaruhi switching intention. Dikonfirmasi juga bahwa switching intention memengaruhi switching behavior. Penelitian ini memberikan kontribusi teoretis berupa dibuktikannya pengaruh signifikan dari faktor baru usage experience terhadap switching intention serta konfirmasi hasil penelitian-penelitian PPM sebelumnya. Penelitian ini juga memberikan kontribusi praktis kepada pengguna buku berupa saran penggunaan. Selain itu, kontribusi praktis bagi penerbit buku konvensional dan pengembang perangkat membaca buku elektronik, secara berurutan, merupakan saran untuk meningkatkan daya saing buku konvensional dan buku elektronik.

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Education has become one of the areas of daily community activities significantly impacted by the digitalization trend, which is progressing in line with the increasingly rapid development of technology today. The digitalization of the learning process provides more options for users to access knowledge or information using electronic books, whose number of users is increasing relatively to conventional book users, indicating the occurrence of a switching phenomenon. Based on this phenomenon, this study aims to determine the push-pull-mooring (PPM) factors that influence users' intention to switch (switching intention) from using conventional books to electronic books by applying a mixed-method research methodology, namely qualitative and quantitative. The qualitative research stage used the interview method to obtain qualitative data from 11 interviewees, which was analyzed using grounded theory to identify, understand, and formulate indicators of the factors influencing switching intention compiled in the PPM model. In addition, three new factors were found, namely advanced features, eye health issues, and usage experience. Furthermore, the quantitative research stage used the survey method to obtain quantitative data from 392 respondents, which was analyzed using PLS-SEM. It was found that the significant factors (α < 0,05) influencing switching intention are inconvenience, price perception, perceived usefulness, habit, subjective norm, and usage experience. Meanwhile, advanced features, eye health issues, and perceived ease of use are not factors influencing switching intention. It is also confirmed that switching intention influences switching behavior. This research provides a theoretical contribution in the form of proving the significant influence of the new usage experience factor on switching intention and confirming the results of previous PPM studies. This research also provides practical contributions to book users in the form of usage suggestions. In addition, the practical contributions for conventional book publishers and developers of electronic book reading devices are, respectively, suggestions for increasing the competitiveness of conventional books and electronic books."