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Pengaruh Gamifikasi pada Intention of Engagement, Brand Attitude, dan Purchase Intention: Studi Kasus Shopee Games
Gamification can be defined as the use of game design elements in non-game contexts (Deterding, Dixon, Khaled, & Nacke, 2011). In Indonesia, Shopee Games is a great depiction of the success of gamification owned by Indonesia’s leading e-commerce company, Shopee. Various uses of Shopee Games, and gamification in general, urge for more academical basis being established for the purpose of examining the effectivity and implication level of gamification towards the marketing activities of a business. Therefore, by studying 269 Shopee Gamers in Indonesia, this research aimed to provide academic evidences regarding the causal relationship of gamification (Shopee Games) by examining 4 variables which are perceived usefulness, perceived ease of use, perceived social influence, and perceived enjoyment, towards the intention of engagement towards the game, brand attitude, and purchase intention. Using PLS-SEM, this study found that perceived usefulness, perceived social influence, and perceived enjoyment, have positive and significant impacts on intention of engagement and brand attitude. Meanwhile, perceived ease of use has no significant effect on intention of engagement and brand attitude. Furthermore, intention of engagement has been found to positively and significantly influence brand attitude. Perceived ease of use, intention of engagement, dan brand attitude have significant causal relationship with purchase intention, while perceived usefulness has no significant effect on purchase intention. Afterwards, this finding could be a useful academical proof for both academician and business (especially Shopee) regarding the impact of gamification (Shopee Games) in marketing..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13017 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI 2021 |
|---|---|
| Edisi | - |
| Subjek | Purchase intention Brand attitude Gamification Intention of Engagement |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xvi, 160 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |