UPAYA PENINGKATAN WORD-OF-MOUTH, PURCHASE INTENTION, DAN CUSTOMER LOYALTY MELALUI PENERAPAN STRATEGI GAMIFIKASI
In recent years, e-commerce has developed rapidly, starting from the increasing number of business makers to the increasing market competition. To cope with a competitive market, e-commerce application providers are trying to improve the services through in-app features in order to increase the n...
Saved in:
| Main Author: | |
|---|---|
| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/68853 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | In recent years, e-commerce has developed rapidly, starting from the increasing
number of business makers to the increasing market competition. To cope with a
competitive market, e-commerce application providers are trying to improve the
services through in-app features in order to increase the number of users as the
source of income and also to improve attractiveness to potential customers, one of
the methods is using gamification. Gamification is defined as using game design
elements in non-game contexts (Deterding, et al., 2011). A various kinds of mcommerce
services in Indonesia have implemented gamification features in their
applications. Previous research has shown that using gamification can influence
consumer behavior which can be beneficial for the company.
The aims of this research are to determine the factors that can affect game usage
satisfaction from the costumer's point of view on the gamification in m-commerce
applications and to determine the impact of game usage satisfaction on purchase
intention, customer loyalty, and electronic word of mouth (e-WOM) on users of the
m-commerce gamification feature. This research were limited to the utilization of
gamification features in mobile applications or m-commerce. There were 235 data
collected through questionnaires and were processed using the Structural Equation
Modeling (SEM) method with the help of the application.
As a result of the research, there are six factors that can influence game usage
satisfaction i.e. utilitarian value, hedonic value, social value, effort expectancy,
novelty, and immersion. This research shows that game usage satisfaction has a
positive and significant impact with direct effect on customer engagement, customer
loyalty, and e-WOM and indirect effect on purchase intention. Customer
engagement which is influenced by game usage satisfaction also affects customer
loyalty, e-WOM and purchase intention. This research also give recommendations
for the m-commerce service providers to pay attention to these factors towards
developing their gamification features.
|
|---|