THE IMPACT OF CUSTOMER EXPERIENCE INFLUENCED BY THE IMPLEMENTATION OF GAMIFICATION STRATEGY IN TOKOPEDIA

• Main Author: Yusufa Sukma Alam, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72576
• Institution: Institut Teknologi Bandung

Customer experience is crucial to any gamification domain, since it reflects how a person feels when engaging with the system and has concrete influence. In the marketplace, gamification is being used as a design method to improve a number of behavioral outcomes. This study examines the influence of gamification strategy towards customer experience and its function in a gamified marketplace platform. Consequently, a conceptual model of customer experience in a gamified marketplace platform is presented. The Model seeks to identify the impacts of gamification on customer experience as well as the resulting implications. Utilizing a quantitative research methodology, it was statistically examined and validated. An online survey questionnaire served as the primary instrument for quantitative data collection and the PLS-SEM approach using the SmartPLS was then employed for analysis. Based on the interview data, It was discovered gamification has positive significant influence towards customer experience. Gamification favorably enhances customer experience in marketplace, according to the findings. This gamified customer experience generates happy customers. Thus, customers formed an affinity for a specific brand and were devoted purchasers of its items. They will also assist to the expansion of the firm by promoting favorable word of mouth. Moreover, customers' intent to interact with a platform is enhanced. Using the study's findings, marketplace can give better customer experience in shopping through electronic marketplace.