CONSUMERS’ INTENTION TO SWITCH FROM PRINTED BOOK TO E-BOOK IN SURABAYA

The objective of this research is to know the factors that drives consumer to changes their reading behavior from printed books to e-book using the switching behavior theory. There are 5 variables that were used in this research, and those variables are new product attributes, social influences, price, switching cost, and intention to switch. This research finds that compatibility, convenience and switching cost have a significant impact on intention to switch, as well as the moderating effect of low switching cost between the relation of compatibility and social influences with intention to switch.

p-1412-3789 www.journalmabis.org e-2477-1783 12 influence the consumer book reading behavior, so that the factors can be controlled by the publisher in order to maximizing profit. The benefit for reader is to get information in order to know the impact from new product attributes which include compatibility, complexity, convenience and content, social influences, price, and switching cost toward intention to switch. This research also expected to be beneficial for future research which use switching behavior as the research.

Research Method
Validity test don by using 30 respondents which acquired from spreading the questionnaire online towards each question that forms research variable which are compatibility, complexity, convenience, content, social influences, price, switching cost, and intention to switch. Questionnaire question stated as valid if the pearson correlation result between each statement score with the total question score resulting significance value less than 0,05 (α=5%) totally. Validity test done by using the assistance of SPSS 18.00 for Windows. The validity test result can be seen in tables below        Switching to e-book causes losing of value, credit, and service that has been obtained in the book store 0,672** 0,000 Valid 6.
Switching to e-book causes me to lose a lot of value, credit, and service that I have obtained in the book store 0,650** 0,000 Valid 7. I lose the benefit as long time customer when I started leaving the book stores 0,760** 0,000 Valid 8.
Switching to e-book also involve cost in the beginning (such as buying gadget, and internet service)  Reliability test is a consistency test from a measurement tool (questionnaire) to measure a concept. Reliability of a tool (questionnaire) can be tested thorugh remeasurment by different respondent. Reliability test done by using the sample of 30 respondents which obtained from spreading of the first stage questionnaire (Online). Reliability of a measurement tool valued by using cronbach's alpha> and stated as reliable if the value of cronbach's alpha> 0,6. Reliability test done by the assistance from SPSS 18.00 for Windows. The reliability test result can be seen from the table below.      Table 17 shows that H1a, H1c, and H4 accepted because they have |t value | ≥ 1,96. The result shows that in structural model without moderation influence from switching cost, there 3 hypotheses that accepted. Moderation impact of switching cost towards interconnection between variables and intention to switch can be seen in table below.  Table 18 shows that H5 denied because the value of p-value> 0,05. The result shows that switching cost does not have moderation impact towards interconnection between all variables with the intention to switch.

Result and Discussion
This research is pure research which aim to see the impact of price of new product attributes, social influences, price and switching cost toward consumer intention to switch. The technique used for this research is Structural Equation Model (SEM) with the assistance of SPSS 18.00 software for Windows and LISREL 8.70.
The data used for this research is primary data, which taken by spreading questionnaire online to respondent which fulfil the research criteria. Primary data acquired in order to know respondent intention to switch from printed book to e-book. Data resource acquired from respondent that ever read e-book. Questionnaire which used to get respond is online questionnaire, because by using online questionnaire, respondent valued as understand the way to use or operate e-book.
This research took the sample by non-probability sampling. Non-probability sampling allows respondent studied match the research criteria expected, because sample taking done based on personal assessment (Zikmund et al. 2009). Non-probability sampling used in this research is judgement (purposive) sampling which allows researcher to choose respondent that match with the criteria that has been set. Hair et al. (2010:635) stated that the minimum number of good sample is between 100 to 400 respondents, because the large number of respondent (more than 400) make the calculation become more sensitive and make the measurement of goodness-of-fit states poor fit within a research. The minimum number of sample needed for the research is 20 times number of independent variable, which is 140 respondents (Hair et al. 2010:101). The number of 140 respondents are not exact number, but as the minimum number that must be studied.

Conclusion
The research result using software LISREL 8.70 shows that from 8 hypotheses, 3 hypotheses accepted and 5 hypothesis denied. Next is deeper explanation in terms of research hypothesis test result. a) Compatibility has positive and significant impact towards intention to switch. b) Complexity does not have significant impact intention to switch. c) Convenience has positive and significant value towards intention to switch. d) Content does not have significant value towards intention to switch. e) Social influences do not have significant impact intention to switch. f) Price does not have significant impact intention to switch. g) Switching cost has positive and significant impact towards intention to switch. h) Switching cost does not have significant impact towards interconnection between all variables with intention to switch.
p-1412-3789 www.journalmabis.org e-2477-1783 20 Complexity proven does not have significant impact towards intention to switch. This thing shows that the complexity level that the society perceived will not affecting consumer intention to switch to e-book. That thing can happen because big parts of e-book users are college students and included to the Z generation, which already get use to variety of technology, so that consumer in Surabaya do not feel any complexity in using e-book.
This research result proves that convenience has significant impact towards intention to switch. This research result shows that consumer in Surabaya will switch to e-book if consumer feel that e-book is convenience to be used. That thing can happen because consumer in Surabaya feel that e-book is easy to bring anywhere, lightweight, and practical to be used.
Content proven to not having significant impact towards intention to switch. The completeness of e-book content will not make consumer in Surabaya intent to switch to e-book. That thing can happen because consumers in Surabaya are able to understand the content from e-book really well, and consumers use e-book not because the completeness of the content but because another factor.
This research result proves that social influence does not have significant impact towards intention to switch. The result shows that the impact of consumer social environment which placed in Surabaya will not affecting consumer intention to switch to e-book. That thing can happen because in Surabaya, e-book is yet become popular product and e-book users are still low.
Price proven to not have significant impact towards intention to switch. From the research result known that the cheaper e-book price will not make consumer in Surabaya switch to e-book.
Switching cost proven to have significant negative impact towards intention to switch. The result shows that consumer in Surabaya will switch to e-book if the price, time, effort, and relation that must be sacrificed are lower than using printed book.
The moderation impact from switching cost towards the interconnection between all variables with intention to switch proven to have significant impact. The research result shows that consumer in Surabaya think that the consumer intention to switch to e-book will not be moderated by the price that must be paid by consumer.
Meanwhile, recommendation given based on research result. This recommendation addressed to book publishers and also future research based on the research limitation. The research result shows that compatibility and convenience have positive and significant impact towards intention to switch. Because of that, book publishers need to adjust e-book that will be published to fulfill consumers need. E-book need to be adjusted with consumer life style and daily needs, such as publishing daily news, article for academic use, and novel which recently so popular, so that the usage level of e-book by consumers will increase.
Book publishers also need to make e-book to be as convenience as it can be to be used by consumer. Publishers need to publish e-book that can be obtained by consumer at anytime and anywhere, e-book that can save consumer effort when they read, and allows the consumer to read the information in e-book quickly. That thing can be done by signing the e-book to 8 ebook applications which already provided in Indonesia such as Scoop, and make the e-book interface much simpler, brief, and clear so that the number of e-book users can increase.
This research result also shows that switching cost has negative and significant impact towards intention to switch. Because of that, publisher must minimalize the cost, time, effort, and relation that must be sacrificed by consumer to use e-book. That thing can be done by publishing the e-book that way cheaper than printed book, signing e-book to e-book application that has been provided in Indonesia, and make group chat with the fans of another book to be able to know the latest information about e-book, so that the e-book user can increase.
For future research can be done in other cities to be able to compare the research result in those cities with this research result. Future research also expected to be able to make separation between consumer that has ever bought e-book with the consumer that never did, p-1412-3789 www.journalmabis.org e-2477-1783 21 because consumer that has ever bought e-book considered to be able to understand e-book better than consumer that never did. Besides that, this research also use news resource from http://www.beritasatu.com from 2015 which is a less trusted resource. Future research expected to use a trustworthy resource such as journal of study or scientific work.