THE APPLICATION OF GAMIFICATION AS A STRATEGY TOWARDS CUSTOMER ENGAGEMENT AND CUSTOMER LOYALTY FACTORS ON GOJEK

• Main Author: Rachman, Arief
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49474
• Institution: Institut Teknologi Bandung

In this era, technology development gave big impact to the business and disrupting many businesses. With that, many businesses using the new method of marketing to adapt with the technology development and to be sustain in the business in the disrupting era. One of the marketing strategy to engage customer is gamification. Gamification is creating game experience to the customer in the non-game context. Business use gamification as a strategy to increase the engagement and loyalty of the customer. One of the company that using gamification program in Indonesia is Gojek. Gojek creating gamification program through their Go-Points and Mission program in the application. In order to create engagement and loyalty from their customer, Gojek applied the elements of gamification which are challenges, points and reward system. Hence, the customer could interest and involved in Gojek’s gamification program. This research objective is to know the effect of gamification as marketing strategy towards customer engagement and customer loyalty on Gojek. The approach of this research is using quantitative approach by distributing online survey to 232 respondents who are using Gojek’s gamification program in Jakarta and Bekasi, aged 20-35 years old. The model of this study is based on the previous study of gamification. The result of online survey assessed with PLS-SEM approach by SmartPLS software. The result of this study revealed that from all of the 7 hypothesis are accepted. The findings indicate that gamification has a significance positive influence towards customer engagement and customer loyalty directly or indirectly.