Digitalization has great potential to boost the national economy, especially for MSMEs, though its realization still faces various obstacles, such as limited digital literacy and access to technology. This study aims to analyze the factors influencing MSMEs' shift toward digital marketing within the Push–Pull–Mooring (PPM) framework and to examine the role of the mooring effect as a mediating variable. This research is a quantitative study using a regression approach and Smart PLS-based Structural Equation Modeling (SEM) analysis with data from 140 MSME respondents. The results show that the pull and mooring effects significantly affect switching intention, whereas the push effect does not. In addition, the mooring effect has been shown to act as a mediator, strengthening the relationship between the pull effect and switching intention. In contrast, in the relationship between the push effect and switching intention, the mooring effect plays no role. This finding confirms that external attractiveness and internal readiness of MSMEs are more decisive in driving the transformation to digital marketing. In contrast, external pressure from limited conventional marketing has less influence. The implication of this research is to focus on strategies to accelerate MSME digitalization by increasing technological attractiveness.