MICROWD : APPLICATION DEVELOPMENT FOR CROWDSOURCING MARKETING WITH QUALITY ASSURANCE AND INCENTIVE MECHANISMS

• Main Author: Alfianti, Henny
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64786
• Institution: Institut Teknologi Bandung

Crowdsourcing is one trend that is widely used by companies in helping work. Crowdsourcing is defined as an activity carried out by a company, which takes one of the functions of work that should be done by its employees to be publicly disseminated. Marketing is a managerial process carried out by individuals or groups in obtaining their needs and desires, by making and exchanging products and values with other parties. Crowdsourcing in the marketing field is relatively new. Previous research on task allocation, and the mechanism of providing incentives, cannot be applied in crowdsourcing marketing, and there is no quality assurance for the quality of contributions from various types of tasks in crowdsourcing marketing. Therefore, this study proposes the development of a crowdsourcing marketing application that has quality assurance and an incentive mechanism, in accordance with the quality of its contribution. Quality assurance that is used is worker modeling for product development task types and golden injected methods for types of market research (survey) tasks. While the incentive mechanism used is financial reward and gamification. Based on the test results, 77.3% of the respondent's answers indicated the high interest of users in the incentive mechanism using gamification. In addition, the quality assurance that has been tested can improve the quality of contributions and the incentive mechanism provided will be in accordance with the contributions that workers provide, so that the requester can save costs incurred.