Adi Binardi, - (2022) PENGARUH GAMIFICATION TERHADAP REPURCHASE INTENTION (Studi pada Pelanggan Burger King yang Menggunakan Fitur SHAKE N’WIN Burger King App di Indonesia). S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengetahui Pengaruh Gamification terhadap Repurchase Intention. Jenis penelitian yang digunakan adalah deskriptif verifikatif yaitu dengan penggambaran dan pemaparan variabel-variabel yang diteliti dan kemudian ditarik kesimpulan. Variabel endogen dalam penelitian ini adalah repurchase intention (Y), dan gamification (X) sebagai variabel eksogen. Populasi dalam penelitian ini adalah pelanggan Burger King yang menggunakan fitur SHAKE N’WIN Burger King App di Indonesia. Pengambilan sampel dalam penelitian ini menggunakan metode purposive sampling, dimana setiap elemen dalam populasi memiliki kriteria khusus dengan menggunakan teknik nonprobability sampling terhadap 220 responden. Teknik analisis data verifikatif yang digunakan adalah analisis Structural Equation Modeling (SEM) dengan alat bantu program IBM SPSS AMOS for Windows. Hasil temuan penelitian ini menunjukan bahwa gambaran gamification terhadap repurchase intention berada pada kategori baik. Gamification memiliki pengaruh yang positif dan signifikan terhadap repurchase intention. Berdasarkan hasil survei tersebut, penulis merekomendasikan beberapa hal mengenai dampak gamification terhadap repurchase intention. Variabel repurchase intention dengan dimensi terendah: transactional intention dan variabel gamification, dimensi terendah: trendiness. Oleh karena itu, perusahaan yang memiliki fitur gamification haruslah memperhatikan pelanggan dengan tepat, memberikan penyelesaian masalah yang ada dengan adil, dan selalu berusaha memberikan pelayanan yang baik dan menyenangkan bagi pelanggan, memperbaharui fitur gamification yang lebih kekinian sehingga lebih menarik dimainkan, dan memberikan hadiah yang mengugah daya tarik penukaran dari hadiah yang telah dimiliki ketika didapatkan di dalam permainan. This study aims to determine the effect of Gamification on Repurchase Intention. The type of research used is descriptive verification, namely by describing and explaining the variables studied and then drawing conclusions. The endogenous variables in this study are repurchase intention (Y), and gamification (X) as exogenous variables. The population in this study are Burger King customers who use the SHAKE N'WIN Burger King App feature in Indonesia. Sampling in this study using purposive sampling method, where each element in the population has special criteria by using a non-probability sampling technique of 220 respondents. The verification data analysis technique used is Structural Equation Modeling (SEM) analysis using the IBM SPSS AMOS for Windows program. The findings of this study indicate that the picture of gamification on repurchase intention is in the good category. Gamification has a positive and significant effect on repurchase intention. Based on the survey results, the authors recommend several things regarding the impact of gamification on repurchase intention. Repurchase intention variable with the lowest dimension: transactional intention and gamification variable, the lowest dimension: trendiness. Therefore, companies that have gamification features must pay close attention to customers, provide fair solutions to existing problems, and always try to provide good and pleasant service for customers, update more current gamification features so that they are more interesting to play, and provide prizes that are more attractive. enhance the attractiveness of redemption of the prizes already owned when obtained in the game.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Gamification, Repurchase Intention, SHAKE N’WIN, Burger King, Burger King App. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis |
| Depositing User: | Adi Binardi |
| Date Deposited: | 16 Sep 2022 07:03 |
| Last Modified: | 16 Sep 2022 07:03 |
| URI: | http://repository.upi.edu/id/eprint/80630 |
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