Is There Any Customer Switching the Intention from Traveloka PayLater to Traveloka PayLater Card? A Preliminary Investigation on Worker in Jakarta

DOI

10.2991/aebmr.k.210507.084How to use a DOI?

Keywords

switching intention, push-pull-mooring, PayLater Card

Abstract

The launch of the Traveloka PayLater Card in September 2019 by Traveloka in collaboration with Bank Rakyat Indonesia (BRI) was one of the efforts to improve the digital payment services. PayLater Card’s emergence was expected to increase the number of members to reach 5 million by 2025, considering that BRI is a bank with the most extensive network. It is interesting to know the Traveloka customers’ behavior, whether the customers who use the PayLater will switch to the PayLater Card. This study was conducted in Jakarta in March 2020. This study used a push-pull-mooring (PPM) framework to show the determinants of Traveloka customers’ switching behavior from PayLater to PayLater Card. The Structural Equation Modelling was conducted on the data that was collected from 1,117 workers using PayLater Card in the Jakarta Special Region. This study shows that all variables in second-order, like push, pull, and mooring-effect, don’t cause switching intention significantly from PayLater to PayLater Card. However, all variables in the first-order explain the second-order variables. The aesthetic design explains the push effect. Economic benefit, convenience for the transaction, gamification, and locatability cause the pull-effect. Inertia and perceived substitutability cause the mooring-effect. For further research, it is recommended to compare the appropriate higher-order model and then select the most-appropriate variable in the push-pull-mooring framework.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Gidion P. Adirinekso
AU  - Adrie F. Assa
PY  - 2021
DA  - 2021/05/09
TI  - Is There Any Customer Switching the Intention from Traveloka PayLater to Traveloka PayLater Card? A Preliminary Investigation on Worker in Jakarta
BT  - Proceedings of the Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020)
PB  - Atlantis Press
SP  - 570
EP  - 577
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210507.084
DO  - 10.2991/aebmr.k.210507.084
ID  - Adirinekso2021
ER  -