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Understanding Consumer Switching Intentions Toward Telkomsel One in West Java: A Push-Pull-Mooring Model Approach by Ahmad Al Firdaus is a document available to read on EtoBox.

The study investigates consumer switching intentions toward Telkomsel One in West Java using the Push-Pull-Mooring model, highlighting the importance of understanding consumer behavior in the digital age. Findings indicate that pull factors, such as perceived benefits, significantly influence switching intentions, while mooring factors, like loyalty, act as barriers, especially for older generations. The research also reveals generational differences, with Gen Z being digitally engaged but not primary decis

Author

Ahmad Al Firdaus

Language

EN