PENGARUH GAMIFICATION DALAM MEMBENTUK BRAND LOYALTY MELALUI BRAND ENGAGEMENT

NOVITA AYU WULANDARI, . (2021) PENGARUH GAMIFICATION DALAM MEMBENTUK BRAND LOYALTY MELALUI BRAND ENGAGEMENT. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan penelitian ini adalah untuk mengetahui 1) pengaruh gamification terhadap brand engagement, 2) pengaruh gamification terhadap brand loyalty, 3) pengaruh brand engagement terhadap brand loyalty, dan 4) gamification terhadap brand loyalty dengan brand engagement sebagai variabel intervening. Penelitian dilakukan terhadap 200 orang pengguna Shopee di Jabodetabek yang pernah menggunakan fitur gamification dari Shopee, dengan metode SEM dan alat bantu AMOS. Hasil penelitian menunjukkan bahwa 1) gamification berpengaruh secara signifikan dan positif terhadap brand engagement 2) gamification berpengaruh secara signifikan dan positif terhadap brand loyalty 3) brand engagement tidak berpengaruh secara signifikan dan positif terhadap brand loyalty, dan 4) gamification tidak berpengaruh secara positif dan signifikan terhadap brand loyalty melalui brand engagement. Kata kunci: Gamification, Brand Engagement, Brand Loyalty, COVID-19, Marketplace The aims of this study were to determine 1) the effect of gamification on brand engagement, 2) the effect of gamification on brand loyalty, 3) the effect of brand engagement on brand loyalty, and 4) gamification on brand loyalty with brand engagement as an intervening variable. The study was conducted on 200 Shopee users in Jabodetabek that had used gamification features of Shopee, using the SEM method and AMOS tools. The results showed that 1) gamification had a significant and positive effect on brand engagement 2) gamification had a significant and positive effect on brand loyalty 3) brand engagement had no significant and positive effect on brand loyalty, and 4) gamification had no positive and significant effect. on brand loyalty through brand engagement. Keywords: Gamification, Brand Engagement, Brand Loyalty, COVID-19, Marketplace

Item Type:	Thesis (Sarjana)
Additional Information:	1) Dra. Basrah Saidani, M.Si. ; 2) Agung Kresnamurti Rivai P, ST., M.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Users 12146 not found.
Date Deposited:	02 Sep 2021 17:38
Last Modified:	02 Sep 2021 17:38
URI:	http://repository.unj.ac.id/id/eprint/19159

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