Understanding Switching Behavior of Generation Z on Over The Top Video-Based Platform Using PPM Factors

Daniel Hartono, M.Y. Dwi Hayu Agustini

Abstract


Large numbers and purchasing power of Gen z known as digital native make them a very potential market share. Over the top (OTT) providers such as Netflix have taken advantage of this potential. Research found local OTT platform Vidio took place. This research aims to understand the switching behavior of Gen z on OTT service providers using push,pull,mooring (PPM) factors that are considerably suitable to understand switching behavior in the service industry. Data were gather using a questionnaire distributed to Gen z consumers, who had switched their OTT services. SEM-PLS was applied to analyze the influence of PPM factor to switching behavior with switching intention as mediating variabel. The research results in existence of direct influence of the push and pull factors on switching behavior, but not the mooring factors. The result also implies that, in the digital era, it is easier for consumer in the service industry to switch from one service to another without first having an intention to switch. The results can help OTT service providers to better understand the consumer behavior and create retention strategies for particularly Gen Z.


Keywords


generation Z; push factor; pull factor; mooring factor; switching behavior; switching intention

Full Text:

PDF

References


Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Badan Pusat Statistik. (2019). Hasil Sensus Penduduk (SP2020) pada September 2020 mencatat jumlah penduduk sebesar 270,20 juta jiwa. Bps.Go.Id, 27, 1–52. https://www.bps.go.id/id/pressrelease/2021/01/21/1854/hasil-sensus-penduduk--sp2020--pada-september-2020-mencatat-jumlah-penduduk-sebesar-270-20-juta-jiwa-.html

Bansal, H. S. (2005). “Migrating” to new service providers: Toward a unifying framework of consumers’ switching behaviors. Journal of the Academy of Marketing Science, 33(1), 96–115. https://doi.org/10.1177/0092070304267928

Bansal, H. S., & Taylor, S. F. (1999). The Service Provider Switching Model (SPSM): A Model of Consumer Switching Behavior in the Services Industry. https://doi.org/10.1177/109467059922007

Fahlevi, R. (2023). The Influence of Information Searching Behavior , Perceived Benefits of Information Search , and Alternative Attractiveness on Switching Intentions of Marketplace Users in Indonesia and Individualism Level as a Moderator. 8(2).

Hair, J. F. et al. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (Leah Fargotstein (ed.); third). SAGE Publications, Inc.

Hair, J. F. (2019). When to use and how to report the results of PLS-SEM. 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202

Hartono, K., & Wahyono. (2018). The Influence Of Satisfaction, Variety Seeking, And Alternative Attractiveness To Switching Behaviour Through Switching Intentions. Management Analysis Journal, 7(3), 363–373. http://maj.unnes.ac.id

Hatta, R. T. (2023). Vidio Rebut Kembali Posisi Sebagai OTT dengan Subscriber Terbanyak di Indonesia, Kalahkan Netflix. Liputan6.Com, 2. https://www.liputan6.com/tekno/read/5487469/vidio-rebut-kembali-posisi-sebagai-ott-dengan-subscriber-terbanyak-di-indonesia-kalahkan-netflix?page=2

Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research. https://doi.org/10.1007/978-3-319-57413-4_15

Sun, Y., Liu, D., Chen, S., Wu, X., Shen, X. L., & Zhang, X. (2017). Understanding users’ switching behavior of mobile instant messaging applications: An empirical study from the perspective of push-pull-mooring framework. Computers in Human Behavior, 75, 727–738. https://doi.org/10.1016/j.chb.2017.06.014

Susan M. Keaveney. (1995). Customer switching behavior in service industries : An exploratory study. Journal of Marketing, 59(2), 71–83.

Tajik, O., Golzar, J., & Noor, S. (2024). Purposive Sampling. 2(November), 1–9.

Thetradedesk. (2022). The Future of TV 2022 The state of OTT in Indonesia. 1–27.

Yamin, S. (2024). Paham Analisis Data SEM PLS SMARTPLS 4 & 3 (A. Rasyid (ed.); 1st ed.). PT Dewangga Energi Internasional.

Yunita, E., & Munandar, J. M. (2023). The Influence of Push-Pull-Mooring Effects on E-Wallet Customer Switching in Generation Z in DKI Jakarta. The South East Asian Journal of Management, 17(1), 1–27. https://doi.org/10.21002/seam.v17i1.1177




DOI: https://doi.org/10.24167/jmbe.v1i2.15896

Refbacks

  • There are currently no refbacks.


Bookmark and Share


Copyright (c) 2026 Journal of Management and Business Environment (JMBE)



View My Stats | Journal of Management and Business Environment (JMBE) | e-ISSN: 2685-5992