Peran customer engagement dalam memediasi pengaruh gamification terhadap repurchase intention

DETAIL KOLEKSI

Peran customer engagement dalam memediasi pengaruh gamification terhadap repurchase intention

Oleh : Armand Muhammad

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Aekram Faisal

Subyek : Electronic commerce;Gamification

Kata Kunci : E-commerce, gamification, customer engagement, repurchase intention.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2024_SK_SMJ_022002001159_Halaman-Judul.pdf
2.	2024_SK_SMJ_022002001159_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2024_SK_SMJ_022002001159_Surat-Hasil-Similaritas.pdf	1
4.	2024_SK_SMJ_022002001159_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2024_SK_SMJ_022002001159_Lembar-Pengesahan.pdf	4
6.	2024_SK_SMJ_022002001159_Pernyataan-Orisinalitas.pdf	1
7.	2024_SK_SMJ_022002001159_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2024_SK_SMJ_022002001159_Bab-1.pdf	10
9.	2024_SK_SMJ_022002001159_Bab-2.pdf
10.	2024_SK_SMJ_022002001159_Bab-3.pdf
11.	2024_SK_SMJ_022002001159_Bab-4.pdf
12.	2024_SK_SMJ_022002001159_Bab-5.pdf	4
13.	2024_SK_SMJ_022002001159_Daftar-Pustaka.pdf
14.	2024_SK_SMJ_022002001159_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis strategi gamifikasi (gamification) yang diterapkan pada layanan e-commerce. Studi ini secara empiris menyelidiki peran gamifikasi untuk meningkatkan repurchase intention baik secara langsung maupun tidak langsung dengan peran mediasi customer engagement. Penelitian ini dilakukan pada individu yang pernah menggunakan gamifikasi dalam e-commerce paling sedikit tiga kali dalam tiga bulan terakhir. Google form digunakan guna menghimpun data penelitian. Purposive sampling ialah metode pengambilan sampel yang dipakai pada penelitian ini. Structural Equation Model (SEM) adalah instrumen yang dipakai sebagai alat analisis data.Hasil penelitian ini menarik simpulan hubungan gamification dengan repurchase intention berpengaruh positif, gamification dengan customer engagement berpengaruh positif, customer engagement dengan repurchase intention berpengaruh postif, gamification dengan repurchase intention yang dimediasi customer engagement berpengaruh positif.

T his study aims to analyze gamification strategies applied to e-commerce services. This study empirically investigates the role of gamification to increase repurchase intention both directly and indirectly with the mediating role of customer engagement. The study was conducted on individuals who have used gamification in e-commerce at least three times in the last three months. The research data was acquired using an online questionnaire utilizing a Google form. The research employs purposive sampling as the sample technique. The utilized data analysis tool is the Structural Equation Model (SEM).The results of this study concluded that the relationship between gamification and repurchase intention has a positive effect, gamification with customer engagement has a positive effect, customer engagement with repurchase intention has a positive effect, gamification with repurchase intention mediated by customer engagement has a positive effect.