GAMIFICATION ON SOCIAL MEDIA ONLINE SALES SITE USING TREASURE HUNT GAME DESIGN

• Main Author: DWI SETIARINI, SITI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24323
• Institution: Institut Teknologi Bandung

This study reviews problem analysis up to evaluation that refers to Design Research <br /> <br /> Methodology (DRM). Analysis of the problems starting from the social media that <br /> <br /> is now widely used for online sales, so the social media engagement of customer <br /> <br /> can affect customer loyalty of online sales. Gamification using treasure hunt game <br /> <br /> design to be proposed solution, because gamification can increase user engagement <br /> <br /> to social media. Gamification with treasure hunt game design using GOAL <br /> <br /> framework. The GOAL framework consists of ontology, methodology, and <br /> <br /> supporting tools, so it can be the best framework for designing gamification in <br /> <br /> software engineering such as social media sites. The findings from this case study <br /> <br /> of gamification using the design of treasure hunt game successfully applied by using <br /> <br /> GOAL framework, this is seen from the success of blackbox test results, it <br /> <br /> conducted on the applied gamification. In addition, this gamification affects the <br /> <br /> average increase of social media engagement metrics. In general, through the <br /> <br /> Wilcoxon statistical test of social media engagement metrics, the application of <br /> <br /> gamification affects 4 (four) significant social media user engagement metrics: <br /> <br /> number of posts, number of comments, number of purchasing behaviors, and <br /> <br /> number of positive-neutral emotions. The conclusion of this research is <br /> <br /> gamification with treasure hunt game design can be applied using GOAL <br /> <br /> framework and influence 4 (four) of social media engagement metrics.