Pengaruh gamification terhadap repurchase intention mediasi customer satisfaction dan customer engagement platform e-commerce di Indonesia
Info Katalog
File Repositori
Subyek : Marketing -- Management;Customer satisfaction
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Renny Risqiani
Kata Kunci : gamification, customer satisfaction, customer engagement, repurchase Intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TS_MMJ_122012003020_Halaman-Judul.pdf | ||
| 2. | 2023_TS_MMJ_122012003020_Lembar-Pengesahan.pdf | ||
| 3. | 2023_TS_MMJ_122012003020_Bab-1-Pendahuluan.pdf | ||
| 4. | 2023_TS_MMJ_122012003020_Bab-2-Landasan-Teori.pdf |
|
|
| 5. | 2023_TS_MMJ_122012003020_Bab-3-Metodologi-Penelitian.pdf |
|
|
| 6. | 2023_TS_MMJ_122012003020_Bab-4-Analisis-dan-Pembahasan.pdf |
|
|
| 7. | 2023_TS_MMJ_122012003020_Bab-5-Kesimpulan.pdf | ||
| 8. | 2023_TS_MMJ_122012003020_Daftar-Pustaka.pdf | ||
| 9. | 2023_TS_MMJ_122012003020_Lampiran.pdf |
|
P Penelitian ini bertujuan untuk menganalisis Pengaruh Gamification terhadap Repurchase Intention melalui mediasi Customer Satisfaction dan Customer Engagement. Metode pada penelitian ini adalah metode kuantitatif, menggunakan survey research pada pengguna gamifikasi di platform e-commerce. Pengumpulan data digunakan dengan cara menyebarkan kuesioner. Sampel penelitian dipilih menggunakan teknik purposive sampling sehingga diperoleh 200 responden. Metode pengujian data yaitu uji instrumen dengan uji validitas dan uji reliabilitas. Uji Validitas menggunakan SEM AMOS dan Uji Reliabilitas menggunakan SPSS. Metode analisis data menggunakan Structural Equation Model (SEM) dengan Software AMOS. Hubungan secara langsung menunjukkan bahwa hasil penelitian Gamification (GAM) berpengaruh terhadap Customer Satisfaction (CS), Gamification (GAM) tidak berpengaruh terhadap Repurchase Intention (RI), Gamification (GAM) berpengaruh terhadap Customer Engagement (CE), Customer Satisfaction (CS) berpengaruh terhadap Repurchase Intention (RI), Customer Engagement (CE) berpengaruh terhadap Repurchase Intention (RI), lalu dalam uji mediasi Customer Satisfaction (CS) memediasi secara penuh dalam mempengaruhi Gamification (GAM) terhadap Repurchase Intention (RI), serta Customer Engagement (CE) memediasi secara parsial dalam mempengaruhi Gamification (GAM) terhadap Repurchase Intention (RI). Bedasarkan penelitian ini disarankan kepada penelitian selanjutnya untuk menambahkan variabel lain seperti Customer Loyalty.
T This study aims to analyze the influence of gamification on repurchase intention through mediation of customer satisfaction dan customer engagement. The method in this study is a quantitative method, using survey research on gamification users on e-commerce platforms. Data collection is used by distributing questionaries. The research sample was selected using purposive sampling technique in order to obtain 200 respondents. The data testing method is instrument test with validity test and reliability test. Validity test using AMOS SEM and Reliability test using SPSS. The data analysis method used Structural Equation Modeling (SEM) with AMOS software. The direct relationship shows that the research result of Gamification (GAM) has an effect on Customer Satisfaction (CS), Gamification (GAM) has no effect on Repurchase Intention (RI), Gamification (GAM) has an effect on Customer Engagement (CE), Customer Satisfaction (CS) has an effect on Repurchase Intention (RI), Customer Engagement (CE) has an effect on Repurchase Intention (RI). Then in mediation test, Customer Satisfaction (CS) fully mediates the effect of Gamification (GAM) on Repurchase Intention (RI) and Customer Engagement (CE) partially mediates the effect of Gamification (GAM) on Repurchase Intention (RI). Based on this research, it is suggested for further research to add other variables such as Customer Loyalty
Pengaruh customer eksperience dan relationship quality terhadap customer loyalty melalui customer engangement
FEB - Usakti
Anteseden brand loyalty pada layanan berlangganan Over The Top (OTT) berbasis video streaming
FEB - Usakti