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"Transformasi Facebook, Instagram, dan Tiktok yang semulanya digunakan untuk bersosialisasi kini telah dimanfaatkan sebagai social commerce (s-commerce) untuk berjualan. Ketiga platform tersebut berhasil menduduki posisi s-commerce dengan popularitas tertinggi namun sayangnya belum banyak UMKM yang memanfaatkannya untuk meningkatkan proses bisnis mereka. Kebutuhan UMKM dieksplorasi menggunakan technology affordance untuk meningkatkan perilaku intensi penggunaan s-commerce dari UMKM yang kemudian diintegrasikan dengan model Innovation Diffusion Theory (IDT) untuk mengetahui faktor-faktor yang memengaruhi intensi perilaku penggunaan s-commerce pada UMKM. Penelitian ini dilakukan menggunakan pendekatan mixed-method dengan 10 responden wawancara daring dan 470 responden kuesioner dimana kedua jenis narasumber merupakan pelaku UMKM yang telah menggunakan s-commerce untuk menunjang kegiatan bisnisnya. Didapatkan lima konstruk technology affordance dari s-commerce, diantaranya adalah metavoicing, brand visibility, monitorability, customer shopping guidance, dan association. Pengolahan data dilakukan secara kuantitatif menggunakan metode Structural Equation Model Partial Least Square (PLS-SEM). Hasil analisis kuantitatif menunjukkan bahwa relative advantage, compatibility, dan complexity berhasil memengaruhi intensi perilaku penggunaan s-commerce oleh UMKM secara signifikan. Relative advantage dan complexity sama-sama dipengaruhi oleh seluruh aspek technology affordance, namun relative advantage dipengaruhi paling kuat oleh brand visibility sedangkan complexity dipengaruhi paling kuat oleh customer shopping guidance. Berbeda dengan relative advantage dan complexity, compatibility hanya memiliki tiga aspek technology affordance yang memengaruhi secara signifikan, yaitu metavoicing, brand visibility, dan customer shopping guidance. Pengembangan lanjutan dari penelitian ini dapat memperdalam kegunaan platform s-commerce serta memberikan implikasi berupa saran pengembangan fitur enhanced chat bot, katalog, dan kustomisasi ads agar dapat dikembangkan sesuai kebutuhan pengguna.

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The transformation of Facebook, Instagram and Tiktok, which were originally used for socializing, has now been used as social commerce (s-commerce) for sales. The three platforms successfully occupied s-commerce's position with the highest popularity but unfortunately not many MSME have used it to improve their business processes. MSME’s need are explored using state-of-the-art of technology affordance to build s-commerce behavior from MSME, then integrated with Innovation Diffusion Theory (IDT) models to identify factors that influence the behavioral intention to use s-commerce in MSMEs. This study was conducted using a mixed-method approach of 10 online interview respondents and 470 online questionnaire respondents whom both types of respondents are MSME actors who are likely to used s-commerce to support their business activities. Five technology affordance constructs were obtained from s-commerce, including metavoicing, brand visibility, monitorability, customer shopping guidance, and association. Furthermore, quantitative data processing used the Structural Equation Model Partial Least Square called PLS-SEM method. The results of the quantitative analysis show that relative advantage, compatibility, and complexity have succeeded in significantly influencing the behavioral intention to use s-commerce by MSMEs. Relative advantage and complexity are both influenced by all aspects of technology affordance, but relative advantage is most strongly influenced by brand visibility while complexity is most strongly influenced by customer shopping guidance. In contrast to relative advantage and complexity, compatibility has only three aspects of technology affordance that significantly affect them, namely metavoicing, brand visibility, and customer shopping guidance. Further development of this research can deepen the use of s-commerce platforms and provide implications in the form of suggestions for developing enhanced chat bot features, catalogs, and ad customization so that they can be developed according to user needs."

"Transformasi Facebook, Instagram, dan Tiktok yang semulanya digunakan untuk bersosialisasi kini telah dimanfaatkan sebagai social commerce (s-commerce) untuk berjualan. Ketiga platform tersebut berhasil menduduki posisi s-commerce dengan popularitas tertinggi namun sayangnya belum banyak UMKM yang memanfaatkannya untuk meningkatkan proses bisnis mereka. Kebutuhan UMKM dieksplorasi menggunakan technology affordance untuk meningkatkan perilaku intensi penggunaan s-commerce dari UMKM yang kemudian diintegrasikan dengan model Innovation Diffusion Theory (IDT) untuk mengetahui faktor-faktor yang memengaruhi intensi perilaku penggunaan s-commerce pada UMKM. Penelitian ini dilakukan menggunakan pendekatan mixed-method dengan 10 responden wawancara daring dan 470 responden kuesioner dimana kedua jenis narasumber merupakan pelaku UMKM yang telah menggunakan s-commerce untuk menunjang kegiatan bisnisnya. Didapatkan lima konstruk technology affordance dari s-commerce, diantaranya adalah metavoicing, brand visibility, monitorability, customer shopping guidance, dan association. Pengolahan data dilakukan secara kuantitatif menggunakan metode Structural Equation Model Partial Least Square (PLS-SEM). Hasil analisis kuantitatif menunjukkan bahwa relative advantage, compatibility, dan complexity berhasil memengaruhi intensi perilaku penggunaan s-commerce oleh UMKM secara signifikan. Relative advantage dan complexity sama-sama dipengaruhi oleh seluruh aspek technology affordance, namun relative advantage dipengaruhi paling kuat oleh brand visibility sedangkan complexity dipengaruhi paling kuat oleh customer shopping guidance. Berbeda dengan relative advantage dan complexity, compatibility hanya memiliki tiga aspek technology affordance yang memengaruhi secara signifikan, yaitu metavoicing, brand visibility, dan customer shopping guidance. Pengembangan lanjutan dari penelitian ini dapat memperdalam kegunaan platform s-commerce serta memberikan implikasi berupa saran pengembangan fitur enhanced chat bot, katalog, dan kustomisasi ads agar dapat dikembangkan sesuai kebutuhan pengguna.

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The transformation of Facebook, Instagram and Tiktok, which were originally used for socializing, has now been used as social commerce (s-commerce) for sales. The three platforms successfully occupied s-commerce's position with the highest popularity but unfortunately not many MSME have used it to improve their business processes. MSME’s need are explored using state-of-the-art of technology affordance to build s-commerce behavior from MSME, then integrated with Innovation Diffusion Theory (IDT) models to identify factors that influence the behavioral intention to use s-commerce in MSMEs. This study was conducted using a mixed-method approach of 10 online interview respondents and 470 online questionnaire respondents whom both types of respondents are MSME actors who are likely to used s-commerce to support their business activities. Five technology affordance constructs were obtained from s-commerce, including metavoicing, brand visibility, monitorability, customer shopping guidance, and association. Furthermore, quantitative data processing used the Structural Equation Model Partial Least Square called PLS-SEM method. The results of the quantitative analysis show that relative advantage, compatibility, and complexity have succeeded in significantly influencing the behavioral intention to use s-commerce by MSMEs. Relative advantage and complexity are both influenced by all aspects of technology affordance, but relative advantage is most strongly influenced by brand visibility while complexity is most strongly influenced by customer shopping guidance. In contrast to relative advantage and complexity, compatibility has only three aspects of technology affordance that significantly affect them, namely metavoicing, brand visibility, and customer shopping guidance. Further development of this research can deepen the use of s-commerce platforms and provide implications in the form of suggestions for developing enhanced chat bot features, catalogs, and ad customization so that they can be developed according to user needs."

"Transformasi Facebook, Instagram, dan Tiktok yang semulanya digunakan untuk bersosialisasi kini telah dimanfaatkan sebagai social commerce (s-commerce) untuk berjualan. Ketiga platform tersebut berhasil menduduki posisi s-commerce dengan popularitas tertinggi namun sayangnya belum banyak UMKM yang memanfaatkannya untuk meningkatkan proses bisnis mereka. Kebutuhan UMKM dieksplorasi menggunakan technology affordance untuk meningkatkan perilaku intensi penggunaan s-commerce dari UMKM yang kemudian diintegrasikan dengan model Innovation Diffusion Theory (IDT) untuk mengetahui faktor-faktor yang memengaruhi intensi perilaku penggunaan s-commerce pada UMKM. Penelitian ini dilakukan menggunakan pendekatan mixed-method dengan 10 responden wawancara daring dan 470 responden kuesioner dimana kedua jenis narasumber merupakan pelaku UMKM yang telah menggunakan s-commerce untuk menunjang kegiatan bisnisnya. Didapatkan lima konstruk technology affordance dari s-commerce, diantaranya adalah metavoicing, brand visibility, monitorability, customer shopping guidance, dan association. Pengolahan data dilakukan secara kuantitatif menggunakan metode Structural Equation Model Partial Least Square (PLS-SEM). Hasil analisis kuantitatif menunjukkan bahwa relative advantage, compatibility, dan complexity berhasil memengaruhi intensi perilaku penggunaan s-commerce oleh UMKM secara signifikan. Relative advantage dan complexity sama-sama dipengaruhi oleh seluruh aspek technology affordance, namun relative advantage dipengaruhi paling kuat oleh brand visibility sedangkan complexity dipengaruhi paling kuat oleh customer shopping guidance. Berbeda dengan relative advantage dan complexity, compatibility hanya memiliki tiga aspek technology affordance yang memengaruhi secara signifikan, yaitu metavoicing, brand visibility, dan customer shopping guidance. Pengembangan lanjutan dari penelitian ini dapat memperdalam kegunaan platform s-commerce serta memberikan implikasi berupa saran pengembangan fitur enhanced chat bot, katalog, dan kustomisasi ads agar dapat dikembangkan sesuai kebutuhan pengguna.

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The transformation of Facebook, Instagram and Tiktok, which were originally used for socializing, has now been used as social commerce (s-commerce) for sales. The three platforms successfully occupied s-commerce's position with the highest popularity but unfortunately not many MSME have used it to improve their business processes. MSME’s need are explored using state-of-the-art of technology affordance to build s-commerce behavior from MSME, then integrated with Innovation Diffusion Theory (IDT) models to identify factors that influence the behavioral intention to use s-commerce in MSMEs. This study was conducted using a mixed-method approach of 10 online interview respondents and 470 online questionnaire respondents whom both types of respondents are MSME actors who are likely to used s-commerce to support their business activities. Five technology affordance constructs were obtained from s-commerce, including metavoicing, brand visibility, monitorability, customer shopping guidance, and association. Furthermore, quantitative data processing used the Structural Equation Model Partial Least Square called PLS-SEM method. The results of the quantitative analysis show that relative advantage, compatibility, and complexity have succeeded in significantly influencing the behavioral intention to use s-commerce by MSMEs. Relative advantage and complexity are both influenced by all aspects of technology affordance, but relative advantage is most strongly influenced by brand visibility while complexity is most strongly influenced by customer shopping guidance. In contrast to relative advantage and complexity, compatibility has only three aspects of technology affordance that significantly affect them, namely metavoicing, brand visibility, and customer shopping guidance. Further development of this research can deepen the use of s-commerce platforms and provide implications in the form of suggestions for developing enhanced chat bot features, catalogs, and ad customization so that they can be developed according to user needs."

"Perkembangan internet dan smartphone mendorong berbagai kegiatan, salah satunya pembayaran, untuk dilakukan secara online dengan memanfaatkan teknologi mobile. Saat ini bank sudah mulai menyediakan layanan digital only bank. Namun, masih banyak pro-kontra terkait bank digital di Indonesia. Oleh karena itu, penelitian ini bertujuan untuk meneliti adopsi digital banking yang melibatkan perpindahan kepercayaan dari suatu e-commerce yang sudah banyak dipercayai dengan menggunakan teori trust transfer beserta faktor-faktor customer experience yang memengaruhi proses trust transfer tersebut. Penelitian ini menggunakan studi kasus bank digital SeaBank dengan e-commerce Shopee yang memiliki satu parent group yang sama yaitu Sea Group. Pendekatan kuantitatif pada penelitian ini memanfaatkan data dari penyebaran kuesioner daring dengan total 629 responden. Kemudian, data diolah menggunakan metode partial least squares structural equation modeling (PLS-SEM) dengan perangkat lunak SmartPLS 4. Hasil analisis data menunjukkan faktor customer cost, convenience, perceived ease of use, informativeness, dan relationship investment berpengaruh secara positif kepada trust in Shopee. Lalu, faktor customisation, customer cost, dan relationship investment berpengaruh secara positif kepada loyalty to Shopee. Selain itu, ditemukan bahwa trust in Shopee dan loyalty to Shopee memengaruhi trust in SeaBank secara positif, serta trust in SeaBank memengaruhi intention to use SeaBank secara positif, sehingga penelitian ini memperkuat teori trust transfer. Di lain sisi, faktor customisation tidak memengaruhi trust in Shopee dan faktor convenience, perceived ease of use, dan informativeness tidak memengaruhi loyalty to Shopee. Namun, penolakan beberapa hipotesis tersebut telah divalidasi oleh enam narasumber wawancara yang merupakan pengguna aktif Shopee. Implikasi teoritis penelitian ini adalah perluasan mengenai pengaruh customer experience terhadap value yang diberikan perusahaan kepada customer, dapat meningkatkan kepercayaan dan kesetiaan pengguna sekaligus memberikan fakta baru mengenai proses trust transfer hingga menjadi intention to use antara Shopee dengan SeaBank dalam konteks customer experience.

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The development of the internet and smartphones has facilitated various activities, including online payments, by leveraging mobile technology. Currently, banks have begun offering digital-only banking services. However, there are still many pros and cons related to digital banks in Indonesia. Therefore, this research aims to examine the adoption of digital banking, involving the transfer of trust from a well-established e-commerce platform, using the trust transfer theory and the factors of customer experience that influence this trust transfer process. This study focuses on the case of SeaBank, a digital bank, and Shopee, an e-commerce platform, which share the same parent group, Sea Group. The quantitative approach in this research utilizes data collected through online questionnaires with a total of 629 respondents. The data is then analyzed using the partial least squares structural equation modeling (PLS-SEM) method with SmartPLS4 software. The results of the data analysis show that factors such as customer cost, convenience, perceived ease of use, informativeness, and relationship investment have a positive influence on trust in Shopee. Furthermore, customisation, customer cost, and relationship investment have a positive impact on loyalty to Shopee. Additionally, trust in Shopee and loyalty to Shopee positively affect trust in SeaBank, and trust in SeaBank positively influences the intention to use SeaBank, thus strengthening the trust transfer theory. On the other hand, customisation does not affect trust in Shopee, and factors such as convenience, perceived ease of use, and informativeness do not influence loyalty to Shopee. However, the rejection of these hypotheses has been validated by six interviewees who are active Shopee users. The theoretical implications of this research include expanding the understanding of the influence of customer experience on the value provided by companies to customers, which can enhance user trust and loyalty, while also providing new insights into the trust transfer process leading to the intention to use between Shopee and SeaBank in the context of customer experience."

"Perkembangan internet dan smartphone mendorong berbagai kegiatan, salah satunya pembayaran, untuk dilakukan secara online dengan memanfaatkan teknologi mobile. Saat ini bank sudah mulai menyediakan layanan digital only bank. Namun, masih banyak pro-kontra terkait bank digital di Indonesia. Oleh karena itu, penelitian ini bertujuan untuk meneliti adopsi digital banking yang melibatkan perpindahan kepercayaan dari suatu e-commerce yang sudah banyak dipercayai dengan menggunakan teori trust transfer beserta faktor-faktor customer experience yang memengaruhi proses trust transfer tersebut. Penelitian ini menggunakan studi kasus bank digital SeaBank dengan e-commerce Shopee yang memiliki satu parent group yang sama yaitu Sea Group. Pendekatan kuantitatif pada penelitian ini memanfaatkan data dari penyebaran kuesioner daring dengan total 629 responden. Kemudian, data diolah menggunakan metode partial least squares structural equation modeling (PLS-SEM) dengan perangkat lunak SmartPLS 4. Hasil analisis data menunjukkan faktor customer cost, convenience, perceived ease of use, informativeness, dan relationship investment berpengaruh secara positif kepada trust in Shopee. Lalu, faktor customisation, customer cost, dan relationship investment berpengaruh secara positif kepada loyalty to Shopee. Selain itu, ditemukan bahwa trust in Shopee dan loyalty to Shopee memengaruhi trust in SeaBank secara positif, serta trust in SeaBank memengaruhi intention to use SeaBank secara positif, sehingga penelitian ini memperkuat teori trust transfer. Di lain sisi, faktor customisation tidak memengaruhi trust in Shopee dan faktor convenience, perceived ease of use, dan informativeness tidak memengaruhi loyalty to Shopee. Namun, penolakan beberapa hipotesis tersebut telah divalidasi oleh enam narasumber wawancara yang merupakan pengguna aktif Shopee. Implikasi teoritis penelitian ini adalah perluasan mengenai pengaruh customer experience terhadap value yang diberikan perusahaan kepada customer, dapat meningkatkan kepercayaan dan kesetiaan pengguna sekaligus memberikan fakta baru mengenai proses trust transfer hingga menjadi intention to use antara Shopee dengan SeaBank dalam konteks customer experience.

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The development of the internet and smartphones has facilitated various activities, including online payments, by leveraging mobile technology. Currently, banks have begun offering digital-only banking services. However, there are still many pros and cons related to digital banks in Indonesia. Therefore, this research aims to examine the adoption of digital banking, involving the transfer of trust from a well-established e-commerce platform, using the trust transfer theory and the factors of customer experience that influence this trust transfer process. This study focuses on the case of SeaBank, a digital bank, and Shopee, an e-commerce platform, which share the same parent group, Sea Group. The quantitative approach in this research utilizes data collected through online questionnaires with a total of 629 respondents. The data is then analyzed using the partial least squares structural equation modeling (PLS-SEM) method with SmartPLS4 software. The results of the data analysis show that factors such as customer cost, convenience, perceived ease of use, informativeness, and relationship investment have a positive influence on trust in Shopee. Furthermore, customisation, customer cost, and relationship investment have a positive impact on loyalty to Shopee. Additionally, trust in Shopee and loyalty to Shopee positively affect trust in SeaBank, and trust in SeaBank positively influences the intention to use SeaBank, thus strengthening the trust transfer theory. On the other hand, customisation does not affect trust in Shopee, and factors such as convenience, perceived ease of use, and informativeness do not influence loyalty to Shopee. However, the rejection of these hypotheses has been validated by six interviewees who are active Shopee users. The theoretical implications of this research include expanding the understanding of the influence of customer experience on the value provided by companies to customers, which can enhance user trust and loyalty, while also providing new insights into the trust transfer process leading to the intention to use between Shopee and SeaBank in the context of customer experience."

"Dampak pandemi COVID-19 telah mengubah perilaku masyarakat Indonesia dalam mendapatkan hiburan, salah satunya dengan memanfaatkan platform digital, seperti layanan Video-on-Demand (VOD). Salah satu bentuk layanan VOD adalah Advertising Video-on- Demand (AVoD) di mana pengguna dapat menikmati konten secara gratis dengan menonton iklan yang ditampilkan. YouTube, sebagai salah satu aplikasi AVoD yang terkenal di Indonesia, menjadi fokus penelitian ini. Tujuan dari penelitian ini adalah untuk mengidentifikasi faktor-faktor push, pull, dan mooring yang memengaruhi switching intention pengguna YouTube versi gratis di Indonesia ke layanan berbayar YouTube, yaitu YouTube Premium. Penelitian ini dilakukan karena rendahnya angka pengguna YouTube versi gratis yang berpindah ke YouTube Premium. Penelitian ini memanfaatkan teori push- pull-mooring (PPM) yang kerap digunakan untuk meneliti niat beralih pengguna. Responden valid penelitian ini berjumlah 476 orang yang telah berlangganan akun YouTube Premium setidaknya sekali dalam satu tahun terakhir. Penelitian ini dianalisis secara kuantitatif (CB- SEM) dan kualitatif (wawancara). Hasil penelitian ini menunjukkan bahwa perceived time efficiency, social influence, switching cost, dan habit memiliki pengaruh terhadap switching intention. Sementara itu, dissatisfaction, intrusiveness of advertising, perceived functional benefits, perceived emotional benefits, dan free mentality tidak berpengaruh pada switching intention. Untuk faktor moderasi, tiga dari empat faktor mooring terbukti memoderasi beberapa faktor push dan pull terhadap switching intention. Berdasarkan hasil tersebut, penelitian ini diharapkan dapat memberikan kontribusi untuk perkembangan industri AVoD, khususnya perusahaan YouTube, dalam meningkatkan jumlah pengguna premium pada layanan mereka. Selain itu, penelitian ini diharapkan dapat memberikan kontribusi terhadap celah penelitian pada konteks layanan freemium ke premium dengan memanfaatkan teori PPM.

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The COVID-19 pandemic has affected Indonesians in way of finding entertainment, one is to utilize digital platforms, such as Video-on-Demand (VOD). Advertising Video-on- Demand (AVoD) is one type of VOD service where the contents are free to watch, but the users need to watch certain advertisements. This research focuses on YouTube as one of the most popular AVoD in Indonesia. The research aims to identify push, pull, and mooring factors affecting Indonesian YouTube free users’ switching intention to a paid version of YouTube, namely YouTube Premium. This particular problem needs to be studied since the number of YouTube free user that have subscribed to YouTube Premium is exceedingly low. This research utilizes push-pull-mooring (PPM) theory, which researchers have often used to assess users' switching intentions in the past. The research has 476 valid respondents who have subscribed to YouTube Premium at least once in the past year. This study was analyzed quantitatively and qualitatively using CB-SEM and interview methods. This study shows that perceived time efficiency, social influence, switching cost, and habit affect users’ switching intention. Meanwhile, dissatisfaction, intrusiveness of advertising, perceived functional benefits, perceived emotional benefits, and free mentality do not affect users' switching intention. As for the moderating factors, three of the four mooring factors were found to affect a few of the push and pull factors' relation with switching intention. With those findings, it is hoped that this research can contribute to developing the AVoD industry, especially YouTube, in increasing its premium users. It is also hoped that this research can contribute to the freemium to premium service research gap incorporating PPM theory."

"Dampak pandemi COVID-19 telah mengubah perilaku masyarakat Indonesia dalam mendapatkan hiburan, salah satunya dengan memanfaatkan platform digital, seperti layanan Video-on-Demand (VOD). Salah satu bentuk layanan VOD adalah Advertising Video-on-Demand (AVoD) di mana pengguna dapat menikmati konten secara gratis dengan menonton iklan yang ditampilkan. YouTube, sebagai salah satu aplikasi AVoD yang terkenal di Indonesia, menjadi fokus penelitian ini. Tujuan dari penelitian ini adalah untuk mengidentifikasi faktor-faktor push, pull, dan mooring yang memengaruhi switching intention pengguna YouTube versi gratis di Indonesia ke layanan berbayar YouTube, yaitu YouTube Premium. Penelitian ini dilakukan karena rendahnya angka pengguna YouTube versi gratis yang berpindah ke YouTube Premium. Penelitian ini memanfaatkan teori push-pull-mooring (PPM) yang kerap digunakan untuk meneliti niat beralih pengguna. Responden valid penelitian ini berjumlah 476 orang yang telah berlangganan akun YouTube Premium setidaknya sekali dalam satu tahun terakhir. Penelitian ini dianalisis secara kuantitatif (CB-SEM) dan kualitatif (wawancara). Hasil penelitian ini menunjukkan bahwa perceived time efficiency, social influence, switching cost, dan habit memiliki pengaruh terhadap switching intention. Sementara itu, dissatisfaction, intrusiveness of advertising, perceived functional benefits, perceived emotional benefits, dan free mentality tidak berpengaruh pada switching intention. Untuk faktor moderasi, tiga dari empat faktor mooring terbukti memoderasi beberapa faktor push dan pull terhadap switching intention. Berdasarkan hasil tersebut, penelitian ini diharapkan dapat memberikan kontribusi untuk perkembangan industri AVoD, khususnya perusahaan YouTube, dalam meningkatkan jumlah pengguna premium pada layanan mereka. Selain itu, penelitian ini diharapkan dapat memberikan kontribusi terhadap celah penelitian pada konteks layanan freemium ke premium dengan memanfaatkan teori PPM.

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The COVID-19 pandemic has affected Indonesians in ways of finding entertainment, and one is to utilize digital platforms, such as Video-on-Demand (VOD). Advertising Video-on-Demand (AVoD) is one type of VOD service where the contents are free to watch, but the users need to watch certain advertisements. This research focuses on YouTube as one of the most popular AVoD in Indonesia. The research aims to identify push, pull, and mooring factors affecting Indonesian YouTube free users’ switching intention to a paid version of YouTube, namely YouTube Premium. This particular problem needs to be studied since the number of YouTube free user that have subscribed to YouTube Premium is exceedingly low. This research utilizes push-pull-mooring (PPM) theory, which researchers have often used to assess users' switching intentions in the past. The research has 476 valid respondents who have subscribed to YouTube Premium at least once in the past year. This study was analyzed quantitatively and qualitatively using CB-SEM and interview methods. This study shows that perceived time efficiency, social influence, switching cost, and habit affect users’ switching intention. Meanwhile, dissatisfaction, intrusiveness of advertising, perceived functional benefits, perceived emotional benefits, and free mentality do not affect users' switching intention. As for the moderating factors, three of the four mooring factors were found to affect a few of the push and pull factors' relation with switching intention. With those findings, it is hoped that this research can contribute to developing the AVoD industry, especially YouTube, in increasing its premium users. It is also hoped that this research can contribute to the freemium to premium service research gap incorporating PPM theory."

"Perkembangan internet dan smartphone mendorong berbagai kegiatan, salah satunya pembayaran, untuk dilakukan secara online dengan memanfaatkan teknologi mobile. Saat ini bank sudah mulai menyediakan layanan digital only bank. Namun, masih banyak pro-kontra terkait bank digital di Indonesia. Oleh karena itu, penelitian ini bertujuan untuk meneliti adopsi digital banking yang melibatkan perpindahan kepercayaan dari suatu e-commerce yang sudah banyak dipercayai dengan menggunakan teori trust transfer beserta faktor-faktor customer experience yang memengaruhi proses trust transfer tersebut. Penelitian ini menggunakan studi kasus bank digital SeaBank dengan e-commerce Shopee yang memiliki satu parent group yang sama yaitu Sea Group. Pendekatan kuantitatif pada penelitian ini memanfaatkan data dari penyebaran kuesioner daring dengan total 629 responden. Kemudian, data diolah menggunakan metode partial least squares structural equation modeling (PLSSEM) dengan perangkat lunak SmartPLS 4. Hasil analisis data menunjukkan faktor customer cost, convenience, perceived ease of use, informativeness, dan relationship investment berpengaruh secara positif kepada trust in Shopee. Lalu, faktor customisation, customer cost, dan relationship investment berpengaruh secara positif kepada loyalty to Shopee. Selain itu, ditemukan bahwa trust in Shopee dan loyalty to Shopee memengaruhi trust in SeaBank secara positif, serta trust in SeaBank memengaruhi intention to use SeaBank secara positif, sehingga penelitian ini memperkuat teori trust transfer. Di lain sisi, faktor customisation tidak memengaruhi trust in Shopee dan faktor convenience, perceived ease of use, dan informativeness tidak memengaruhi loyalty to Shopee. Namun, penolakan beberapa hipotesis tersebut telah divalidasi oleh enam narasumber wawancara yang merupakan pengguna aktif Shopee. Implikasi teoritis penelitian ini adalah perluasan mengenai pengaruh customer experience terhadap value yang diberikan perusahaan kepada customer, dapat meningkatkan kepercayaan dan kesetiaan pengguna sekaligus memberikan fakta baru mengenai proses trust transfer hingga menjadi intention to use antara Shopee dengan SeaBank dalam konteks customer experience.

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The development of the internet and smartphones has facilitated various activities, including online payments, by leveraging mobile technology. Currently, banks have begun offering digital-only banking services. However, there are still many pros and cons related to digital banks in Indonesia. Therefore, this research aims to examine the adoption of digital banking, involving the transfer of trust from a well-established e-commerce platform, using the trust transfer theory and the factors of customer experience that influence this trust transfer process. This study focuses on the case of SeaBank, a digital bank, and Shopee, an e-commerce platform, which share the same parent group, Sea Group. The quantitative approach in this research utilizes data collected through online questionnaires with a total of 629 respondents. The data is then analyzed using the partial least squares structural equation modeling (PLS-SEM) method with SmartPLS4 software. The results of the data analysis show that factors such as customer cost, convenience, perceived ease of use, informativeness, and relationship investment have a positive influence on trust in Shopee. Furthermore, customisation, customer cost, and relationship investment have a positive impact on loyalty to Shopee. Additionally, trust in Shopee and loyalty to Shopee positively affect trust in SeaBank, and trust in SeaBank positively influences the intention to use SeaBank, thus strengthening the trust transfer theory. On the other hand, customisation does not affect trust in Shopee, and factors such as convenience, perceived ease of use, and informativeness do not influence loyalty to Shopee. However, the rejection of these hypotheses has been validated by six interviewees who are active Shopee users. The theoretical implications of this research include expanding the understanding of the influence of customer experience on the value provided by companies to customers, which can enhance user trust and loyalty, while also providing new insights into the trust transfer process leading to the intention to use between Shopee and SeaBank in the context of customer experience."

"Dampak pandemi COVID-19 telah mengubah perilaku masyarakat Indonesia dalam mendapatkan hiburan, salah satunya dengan memanfaatkan platform digital, seperti layanan Video-on-Demand (VOD). Salah satu bentuk layanan VOD adalah Advertising Video-on-Demand (AVoD) di mana pengguna dapat menikmati konten secara gratis dengan menonton iklan yang ditampilkan. YouTube, sebagai salah satu aplikasi AVoD yang terkenal di Indonesia, menjadi fokus penelitian ini. Tujuan dari penelitian ini adalah untuk mengidentifikasi faktor-faktor push, pull, dan mooring yang memengaruhi switching intention pengguna YouTube versi gratis di Indonesia ke layanan berbayar YouTube, yaitu YouTube Premium. Penelitian ini dilakukan karena rendahnya angka pengguna YouTube versi gratis yang berpindah ke YouTube Premium. Penelitian ini memanfaatkan teori push-pull-mooring (PPM) yang kerap digunakan untuk meneliti niat beralih pengguna. Responden valid penelitian ini berjumlah 476 orang yang telah berlangganan akun YouTube Premium setidaknya sekali dalam satu tahun terakhir. Penelitian ini dianalisis secara kuantitatif (CB-SEM) dan kualitatif (wawancara). Hasil penelitian ini menunjukkan bahwa perceived time efficiency, social influence, switching cost, dan habit memiliki pengaruh terhadap switching intention. Sementara itu, dissatisfaction, intrusiveness of advertising, perceived functional benefits, perceived emotional benefits, dan free mentality tidak berpengaruh pada switching intention. Untuk faktor moderasi, tiga dari empat faktor mooring terbukti memoderasi beberapa faktor push dan pull terhadap switching intention. Berdasarkan hasil tersebut, penelitian ini diharapkan dapat memberikan kontribusi untuk perkembangan industri AVoD, khususnya perusahaan YouTube, dalam meningkatkan jumlah pengguna premium pada layanan mereka. Selain itu, penelitian ini diharapkan dapat memberikan kontribusi terhadap celah penelitian pada konteks layanan freemium ke premium dengan memanfaatkan teori PPM.

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The COVID-19 pandemic has affected Indonesians in ways of finding entertainment, and one is to utilize digital platforms, such as Video-on-Demand (VOD). Advertising Video-on-Demand (AVoD) is one type of VOD service where the contents are free to watch, but the users need to watch certain advertisements. This research focuses on YouTube as one of the most popular AVoD in Indonesia. The research aims to identify push, pull, and mooring factors affecting Indonesian YouTube free users’ switching intention to a paid version of YouTube, namely YouTube Premium. This particular problem needs to be studied since the number of YouTube free user that have subscribed to YouTube Premium is exceedingly low. This research utilizes push-pull-mooring (PPM) theory, which researchers have often used to assess users' switching intentions in the past. The research has 476 valid respondents who have subscribed to YouTube Premium at least once in the past year. This study was analyzed quantitatively and qualitatively using CB-SEM and interview methods. This study shows that perceived time efficiency, social influence, switching cost, and habit affect users’ switching intention. Meanwhile, dissatisfaction, intrusiveness of advertising, perceived functional benefits, perceived emotional benefits, and free mentality do not affect users' switching intention. As for the moderating factors, three of the four mooring factors were found to affect a few of the push and pull factors' relation with switching intention. With those findings, it is hoped that this research can contribute to developing the AVoD industry, especially YouTube, in increasing its premium users. It is also hoped that this research can contribute to the freemium to premium service research gap incorporating PPM theory. "

"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."