The Effect of Push, Pull, and Mooring Factors on Customers' Switching Intention From Conventional Banks to Islamic Banks in Semarang City
DOI:
https://doi.org/10.59890/ijgsr.v4i8.302Keywords:
Push Factor, Pull Factor, Mooring Factor, Switching Intention, Islamic Bank, Conventional BankAbstract
The growth of Islamic banking assets in Indonesia has continued to increase, yet its market share remains far behind that of conventional banks. The rise in public sharia financial literacy has also not been matched by a proportional increase in sharia financial inclusion, making customers' switching intention toward Islamic banks an important issue to examine. This study aims to analyze the effect of Push, Pull, and Mooring factors on the switching intention of conventional bank customers toward Islamic banks in Semarang City using the Push-Pull-Mooring theory approach. A quantitative method was employed with primary data from 110 conventional bank customer respondents in Semarang City, selected through purposive sampling, and analyzed using Structural Equation Modeling Partial Least Square (SEM-PLS) with SmartPLS 4. The results show that the Push factor has a positive but not significant effect on switching intention, while the Pull and Mooring factors each have a positive and significant effect. These findings indicate that the attractiveness of Islamic banks and mooring factors such as sharia financial literacy, switching costs, and religiosity play a greater role in shaping switching intention than dissatisfaction with conventional banks. This study offers strategic implications for Islamic banks to strengthen their image, sharia financial education, and the ease of the customer switching process
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