Analisis Switching Behavior ke Bank Digital (Seabank) di Kalangan Generasi Z Yogyakarta: Pendekatan Teori Push-Pull-Mooring

Maria Magdalena Lucia Widyawati, Dr. Agusta Ika Prihanti Nugraheni, S.E., MBA.

2025 | Tugas Akhir | D4 PERBANKAN

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi switching behavior ke bank digital SeaBank pada Generasi Z di Yogyakarta dengan pendekatan teori Push-Pull-Mooring. Metode yang digunakan adalah kuantitatif melalui penyebaran kuesioner kepada 100 responden dan dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa kualitas layanan pelanggan (push) dan biaya administrasi rendah (pull) berpengaruh positif terhadap switching behavior, sedangkan inertia (mooring) berpengaruh negatif.

This study aims to analyze the factors that influence switching behavior to SeaBank digital bank for Generation Z in Yogyakarta using the Push-Pull-Mooring theory approach. The method used is quantitative through distributing questionnaires to 100 respondents and analyzed using SEM-PLS. The results showed that customer service quality (push) and low administrative costs (pull) had a positive effect on switching behavior, while inertia (mooring) had a negative effect.

Kata Kunci : Switching Behavior, Generasi Z, SeaBank, Push-Pull-Mooring