Abstract
This study investigates how motivational drivers influence behavioral endorsement within a government-mandated competency certification system. While the Push-Pull-Mooring (PPM) framework has been widely applied to voluntary switching and adoption behaviors, its applicability in compulsory regulatory contexts remains underexplored. To address this gap, the study integrates selected PPM components with Nicosia’s evaluative decision process, positioning perceived value as the central mechanism linking motivational antecedents to post-compliance behavioral outcomes. A quantitative cross-sectional survey was conducted among 395 participants involved in regulated professional certification programs in Indonesia. Data were analyzed using structural equation modeling to examine both direct and indirect relationships among perceived benefit, product knowledge, product quality, self-efficacy, perceived value, and purchase decision. The results indicate that perceived benefit is the strongest predictor of perceived value, followed by product knowledge and product quality, whereas self-efficacy plays a weaker supporting role. Perceived value significantly influences purchase decision, reflecting participants’ satisfaction, recommendation intention, and continuation commitment. Mediation analysis further demonstrates that the effects of the antecedent variables on purchase decision are transmitted primarily through perceived value. The study contributes to theory by extending the PPM framework to regulated environments and conceptualizing perceived value as an evaluative conversion mechanism that transforms motivational beliefs into behavioral endorsement.
Keywords: Nicosia Model, Perceived Value, Purchase Decision, Push-Pull-Mooring (PPM) Model.