ART Ollivia Listyarini Ihe Adoption of Push pull Abstrak
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Ekonom1
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Determinant Factors ofReal Exchange Rates: The Behavioral Equilibrium Exchange
Rates Model (The Beer Model)
1-15
Ade Komaludin
Evaluasi Kinerja Reksa Dana Saham di Indonesia Tahun 2006
17-33
Yosefa Susiana &Arnold Kaudin
Analisis Metode Akuntansi Persediaan Fifo Dan Rata-rata dalam Mencerminkan
Market Value Perusahaan
35-45
Henry Kurniawan Wiryadi & Supatmi
In vestasi Berbasis Syariah di Pasar Modal Indonesia
47-54
Maria Rio Rita
Pengaruh Audit Operasional Terhadap Implementasi Strategi dan Dampaknya pada
I ,aha Operasi (Sensus pada Bank Pemerintah Daerah Kabupaten Tasikmalaya)
55-73
Dedi Kusmayadi
I' he Adoption ofPush-pull and Mooring Model for Small Industry In Indonesia
75-88
Ollivia Listyarini, Jony Oktavian Haryanto & Bona Christanto Siahaan
Lfektivitas Iklan Televisi Partai Gerindra berdasarkan Metode Customer Response
Index (CRI) di Salatiga
Sandy Surya Utama, Roos KitiesAndadari & Eko Suseno HR Matrutty
89-102
THE ADOYfiON OF PUSH-PULLAND MOORING MODEL
FOR SMALL INDUSTRY IN INDONESIA
Ollivia Listyarini
Magister Manajemen Universitas Kristen Satya Wacana, Salatiga
.ＬｊＧｾ .. Ｍ ｾＡ＠ Ｌ ｾ＠
ＮＺ ｾＺ＠
Jony Oktavlan Haryanto
f'akultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana. Salatiga
Bona Christanto Siabaan
' .:. •!
Fakultas Ekonomi Universitas Pelita Harapan, Jakarta
Cu.l'tomers ·migration is very crucial to the firm due to its ability to ｩｴｾｦｬｵ･ｮ｣＠
the sunival of the company. This
research wa.1· conducted in order to understand the alltecedents of customers· migration from the origin to the
alternative service provider. It examined the relatiomhip between push factors. pull factors. mooriug factors.
illteraction between mooring factors and push .factors, interaction between mooring factors and pull factors
with imention to switch.
ｔｨ･ｲｴｾ＠
are five hypotheses which were proposed i11 this research. Those hypotheses were examined with 150
respondents. The respondems were customers of beauty salo11s, representing small industry which was taken in
convenient sampling. Data were analyzed using structural equation modeling methods usi11g LISREL 8.8. Data
showed that the three hypotheses were accepted.
The result showed that push effect, pull effect and mooring effect significantly influenced the ifltention to switch.
On the other hand, the interaction of mooring effect and push effect and interaction of mooring effecr and pull
effect did not significantly influence the intention to switch either.
Implications of this research were that the company had to manage push effect, pull effect and mooring effect
carefully in order to retain the customer. An importallt contribution of this research is that it includes emotional
bonding as the additional variable for mooring effect. On the other hand. the relational commitmellt, the
subjective norm. and the unfavorable attitude toward switching and infrequent seeking behavior were not
included as the mooring effects.
Keywords: push, pull. mooring. intention to switch
75
,
(
ｊｾＮ＠
Ekonom1
ｾｂｩｳｮ＠
./
'
.
ｾ＠
,.;·,.,.
....
.·
.
::.- :
ｾ＠
.\
ﾷｾ＠
,·.......
!.
..
Determinant Factors ofReal Exchange Rates: The Behavioral Equilibrium Exchange
Rates Model (The Beer Model)
1-15
Ade Komaludin
Evaluasi Kinerja Reksa Dana Saham di Indonesia Tahun 2006
17-33
Yosefa Susiana &Arnold Kaudin
Analisis Metode Akuntansi Persediaan Fifo Dan Rata-rata dalam Mencerminkan
Market Value Perusahaan
35-45
Henry Kurniawan Wiryadi & Supatmi
In vestasi Berbasis Syariah di Pasar Modal Indonesia
47-54
Maria Rio Rita
Pengaruh Audit Operasional Terhadap Implementasi Strategi dan Dampaknya pada
I ,aha Operasi (Sensus pada Bank Pemerintah Daerah Kabupaten Tasikmalaya)
55-73
Dedi Kusmayadi
I' he Adoption ofPush-pull and Mooring Model for Small Industry In Indonesia
75-88
Ollivia Listyarini, Jony Oktavian Haryanto & Bona Christanto Siahaan
Lfektivitas Iklan Televisi Partai Gerindra berdasarkan Metode Customer Response
Index (CRI) di Salatiga
Sandy Surya Utama, Roos KitiesAndadari & Eko Suseno HR Matrutty
89-102
THE ADOYfiON OF PUSH-PULLAND MOORING MODEL
FOR SMALL INDUSTRY IN INDONESIA
Ollivia Listyarini
Magister Manajemen Universitas Kristen Satya Wacana, Salatiga
.ＬｊＧｾ .. Ｍ ｾＡ＠ Ｌ ｾ＠
ＮＺ ｾＺ＠
Jony Oktavlan Haryanto
f'akultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana. Salatiga
Bona Christanto Siabaan
' .:. •!
Fakultas Ekonomi Universitas Pelita Harapan, Jakarta
Cu.l'tomers ·migration is very crucial to the firm due to its ability to ｩｴｾｦｬｵ･ｮ｣＠
the sunival of the company. This
research wa.1· conducted in order to understand the alltecedents of customers· migration from the origin to the
alternative service provider. It examined the relatiomhip between push factors. pull factors. mooriug factors.
illteraction between mooring factors and push .factors, interaction between mooring factors and pull factors
with imention to switch.
ｔｨ･ｲｴｾ＠
are five hypotheses which were proposed i11 this research. Those hypotheses were examined with 150
respondents. The respondems were customers of beauty salo11s, representing small industry which was taken in
convenient sampling. Data were analyzed using structural equation modeling methods usi11g LISREL 8.8. Data
showed that the three hypotheses were accepted.
The result showed that push effect, pull effect and mooring effect significantly influenced the ifltention to switch.
On the other hand, the interaction of mooring effect and push effect and interaction of mooring effecr and pull
effect did not significantly influence the intention to switch either.
Implications of this research were that the company had to manage push effect, pull effect and mooring effect
carefully in order to retain the customer. An importallt contribution of this research is that it includes emotional
bonding as the additional variable for mooring effect. On the other hand. the relational commitmellt, the
subjective norm. and the unfavorable attitude toward switching and infrequent seeking behavior were not
included as the mooring effects.
Keywords: push, pull. mooring. intention to switch
75