Ghania Wardani Luthfiyyah, - (2023) PROGRAM GAMIFICATION DALAM MENINGKATKAN E-LOYALTY MELALUI CUSTOMER ENGAGEMENT : Survei Terhadap Pengguna E-Commerce Blibli yang Tergabung ke dalam Komunitas Blibli Sahabat Ibu Pintar. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Ghania Wardani Luthfiyyah (1901444) “Program Gamification Dalam Meningkatkan E-Loyalty Melalui Customer Engagement (Survei Terhadap Pengguna E-Commerce Blibli yang Tergabung ke dalam Komunitas Blibli Sahabat Ibu Pintar)” di bawah bimbingan Dr. Lili Adi Wibowo, S.Pd., S.Sos., M.M. dan Lisnawati, S.Pd., M.M. Penelitian ini dilakukan dengan tujuan untuk memperoleh gambaran dan pengaruh gamification terhadap e-loyalty melalui customer engagement pada anggota komunitas Blibli Sahabat Ibu Pintar. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Penelitian ini melibatkan 200 sampel yang diambil dengan metode simple random sampling. Teknik analisis yang digunakan adalah analisis structural equation model (SEM) dengan bantuan perangkat lunak AMOS for Windows. Hasil penelitian menunjukkan gambaran gamification, customer engagement, dan e-loyalty responden berada di kategori tinggi, serta terdapat pengaruh positif dan signifikan antara gamification terhadap e-loyalty melalui customer engagement secara simultan dan parsial. Temuan penelitian ini menunjukkan bahwa pengaruh yang dimediasi memiliki nilai yang lebih rendah dibandingnya pengaruh langsung. Berdasarkan hasil penelitian, peneliti memberikan rekomendasi kepada Blibli untuk meningkatkan kualitas gamfication melalui perubahan dan penyesuaian yang diperlukan demi meningkatkan pengalaman pengguna yang dapat berpengaruh terhadap e-loyalty melalui customer engagement. Kata kunci: gamification, customer engagement, e-loyalty, e-commerce Ghania Wardani Luthfiyyah (1901444) “The Influence of Gamification Program in Increasing E-Loyalty of Blibli Sahabat Ibu Pintar Community through Customer Engagement (Survei of Blibli E-Commerce Users who are Joined Blibli Sahabat Ibu Pintar Community)” under the guidance of Dr. Lili Adi Wibowo, S.Pd., S.Sos., M.M. dan Lisnawati, S.Pd., M.M. This study aims to obtain an overview and influence of gamification on e-loyalty through customer engagement among members of the Blibli Sahabat Ibu Pintar community. The type of research used is descriptive and verification. This study involved 200 samples taken by simple random sampling method. The analysis technique used is structural equation model (SEM) analysis using AMOS for Windows. The results of the study show that the respondents' gamification, customer engagement, and e-loyalty are in high category, and show there is a positive and significant influence between gamification on e-loyalty through customer engagement simultaneously and partially. The findings of this study indicate that mediated influence has a lower value than direct influence. Based on the research results, the researchers recommend Blibli to improve the quality of gamfication through necessary changes and adjustments to improve user experience which can affect e-loyalty through customer engagement Keywords: gamification, customer engagement, e-loyalty, e-commerce
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | SINTA ID: 5984836 (Lili Adi Wibowo) SINTA ID: 5986471 (Lisnawati) Dosen Pembimbing |
| Uncontrolled Keywords: | gamification, customer engagement, e-loyalty, e-commerce |
| Subjects: | H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis |
| Depositing User: | Ms. Ghania Wardani Luthfiyyah - |
| Date Deposited: | 18 Sep 2023 02:02 |
| Last Modified: | 18 Sep 2023 02:02 |
| URI: | http://repository.upi.edu/id/eprint/105026 |
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