Nurmalasara Akkbar Sutaya, - (2024) PENERAPAN GAMIFIKASI SEBAGAI STRATEGI EVENT MARKETING: SUATU SYSTEMATIC LITERATURE REVIEW. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Saat ini gamifikasi mulai banyak diterapkan diberbagai bidang seperti politik, pendidikan, olahraga, dan tak terkecuali pemasaran. Namun hingga saat ini belum ada penelitian untuk memahami bagaimana perumusan strategi event marketing dalam memanfaatkan konsep gamifikasi. Dalam menggali pemahaman mendalam tentang fenomena tersebut, penulisan ini bertujuan untuk memahami bagaimana gamifikasi dapat diterapkan dalam event marketing serta mengidentifikasi indikator-indikator yang mempengaruhi keberhasilannya. Tinjauan sistematis ini mengkaji 28 artikel final yang relevan. Kriteria inklusi mencakup artikel yang membahas gamifikasi dalam konteks event marketing, sementara kriteria eksklusi mengabaikan artikel yang tidak relevan. Sumber informasi diambil dari berbagai basis data akademik hingga 12 Maret 2024. Hasil disintesis secara kualitatif menggunakan RStudio. Penelitian ini merumuskan 18 langkah implementasi gamifikasi, seperti menentukan tujuan, memahami pengunjung, merancang elemen gamifikasi, menciptakan konten menarik, dan menggabungkan mekanika permainan. Selain itu, ditemukan 10 indikator utama yang mempengaruhi keberhasilan penerapan gamifikasi, termasuk keterlibatan emosional dan motivasi, interaksi sosial dan pembangunan komunitas, mekanika permainan, teknologi dan inovasi, strategi marketing, umpan balik dan metode kinerja, affordances dan kegunaan, hiburan dan kesenangan, interaksi dengan dunia nyata, serta cerita dan narasi. Meskipun tinjauan ini memberikan wawasan mendalam, terdapat keterbatasan seperti jumlah artikel yang terbatas dan penggunaan alat analisis RStudio. Penelitian lanjutan disarankan untuk memperluas sumber data dan menggunakan alat analisis yang lebih beragam serta melakukan validasi empiris melalui studi kasus nyata. Temuan ini diharapkan dapat membantu praktisi pemasaran dalam merancang strategi event marketing yang lebih efektif dan inovatif. Gamification is increasingly being applied across various fields such as politics, education, sports, and marketing. However, there has been no research to understand how to formulate event marketing strategies utilizing the concept of gamification. This study aims to explore how gamification can be applied in event marketing and to identify the key indicators influencing its success. This systematic review examines 28 relevant final papers. The inclusion criteria encompass articles discussing gamification in the context of event marketing, while the exclusion criteria omit irrelevant articles. Information sources were gathered from various academic databases up until March 12, 2024. Results were synthesized qualitatively using RStudio. This research formulates 18 steps for implementing gamification, including setting objectives, understanding visitors, designing gamification elements, creating engaging content, and incorporating game mechanics. Additionally, ten primary indicators influencing the successful application of gamification were identified, such as emotional engagement and motivation, social interaction and community building, game mechanics, technology and innovation, marketing strategy, feedback and performance methods, affordances and usability, entertainment and enjoyment, interaction with the real world, and storytelling and narrative. Although this review provides deep insights, there are limitations such as the limited number of articles and the use of RStudio for data analysis. Future research is recommended to expand the data sources, use a wider range of analytical tools, and conduct empirical validation through real-world case studies. These findings are expected to aid marketing practitioners in designing more effective and innovative event marketing strategies by combining gamification concepts.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_articles&hl=id&imq=NURMALASARA+AKKBAR+SUTARYA&authuser=2# ID SINTA Dosen Pembimbing: Vanessa Gaffar: 5993246 Heny Hendrayati: 5994544 |
| Uncontrolled Keywords: | Gamifikasi, Event Marketing, Systematic Literature Review. Gamification, Event Marketing, Systematic Literature Review. |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Nurmalasara Akkbar sutarya |
| Date Deposited: | 02 Oct 2024 03:18 |
| Last Modified: | 02 Oct 2024 03:18 |
| URI: | http://repository.upi.edu/id/eprint/126057 |
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