Customers Switching Intention of Conventional Banks to Islamic Banks in Indonesia with PPM Approach (Push, Pull, Mooring) Wike Juniati (a*), Sulistya Rusgianto (b)
Department of Sharia Economic, Faculty of Economic and Business, Universitas Airlangga, Surabaya, Indonesia
*wike.juniati-2023[at]feb.unair.ac.id
Abstract
This study measures the customer^s intention to switch from conventional to Islamic bank services with the PPM approach (Push, Pull, and Mooring). The variables used are satisfaction and subjective norms, each moderated by the variables of Islamic financial literacy and religiosity. Primary data is the main data source in this study by covering research locations in Indonesia with 270 samples. SEM (Structural Equation Modeling) analysis is a parameter in this study with the help of SmartPLS 3.7.3 software. The results showed that satisfaction as a push factor did not affect the intention to switch customers to Islamic banks. Meanwhile, the subjective norm variable as a pull factor affects the intention to switch customers to Islamic banks. At the same time, the mooring factor in the form of Islamic financial literacy variables and religiosity as moderating variables affect the intention to switch customers.
