PENGARUH GAMIFICATION DAN PERCEIVED ENJOYMENT TERHADAP REPURCHASE INTENTION PADA PENGGUNA APLIKASI MOBILE SHOPEE MAHASISWA FEB UNESA
Keywords:
Gamification, Perceived Enjoyment, Repurchase Intention, Aplikasi Mobile Shopee
Abstract
Teknologi kini semakin berkembang pesat dengan bertambahnya kegunaan internet untuk melaksanakan transaksi jual beli melalui marketplace. Shopee menduduki peringkat kedua marketplace dengan jumlah kunjungan bulanan sebanyak 117 juta. Tujuan pada penelitian ini untuk mengetahui adanya pengaruh gamification dan perceived enjoyment terhadap repurchase intention pada pengguna aplikasi mobile shopee. Populasi penelitian merupakan mahasiswa aktif FEB Universitas Negeri Surabaya dengan jumlah 97 responden. Penelitian kuantitatif dipilih dapalam penelitian ini dengan metode nonprobability sampling dan teknik purposive sampling. Hasil yang diperoleh dalam penelitian menunjukkan pengaruh yang positif dan signifikan antara gamification dan perceived enjoyment terhadap repurchase intention pada pengguna mobile aplikasi shopee mahasiswa FEB Unesa.
References
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Bongso, R. W., & Dewi, C. K. (2020). … Enjoyment, Performance Expectancy, Effort Expectancy, Social Influence, Dan Facilitating Conditions Terhadap Behavioral Intention Pemain Mobile Game …. Eproceedings Of Management.
Chrisnathaniel, H. C., Hartini, S., & Rahayu, S. P. (2020). Analisis Gamification Shopee.Com Sebagai Media Pemasaran Terhadap EWOM, Positive Emotion , & Repurchase Intention (Pada Aplikasi Shopee.Com). Analisis Determinan Loyalitas Pengunjung Di Perpustakaan Kota X, 5(2), 256–264.
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Eisingerich, A. B., Marchand, A., Fritze, M. P., & Dong, L. (2019). Hook Vs. Hope: How To Enhance Customer Engagement Through Gamification. International Journal Of Research In Marketing, 36(2), 200–215. Https://Doi.Org/10.1016/J.Ijresmar.2019.02.003
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Hansel, B., Bisnis, F., Petra, U. K., & Siwalankerto, J. (2021). Pengaruh Perceived Enjoyment Terhadap Repurchase Intention Melalui Shopping Orientation Untuk Seller Yang Membuka Lapak Pada Aplikasi Tokopedia Di Surabaya. 9(2).
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Oktarini, M. A. S., & Wardana, I. M. (2018). Peran Customer Satisfaction Memediasi Pengaruh Perceived Ease Of Use Dan Perceived Enjoyment Terhadap Repurchase Intention Fakultas Ekonomi Dan Bisnis Universitas Udayana , Bali , Indonesia. Jurnal Manajemen Unud, 7(4), 2041–2072.
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Stanley, J. (2021). What Is Gamification In Marketing? Https://Www.Thedrum.Com/. Https://Www.Thedrum.Com/Opinion/2021/03/09/What-Gamification-Marketing
Taruli, A. E., Chan, A., & Wulan Tresna, P. (2021). The Effect Of Gamification «Shopee Tanam» Version On The Customer Engagement Of Shopee Indonesia Mobile Application (Survey Of Shopee In App Games Users’s In Bandung City). Adbispreneur : Jurnal Pemikiran Dan Penelitian Administrasi Bisnis Dan Kewirausahaan.
Vdov, K. (2020). The Effect Of Gamification On Customer Experience In The Digital Environment. April.
Wardana, I. M., & Oktarini, M. A. S. (2018). Pengaruh Perceived Ease Of Use Dan Perceived Enjoyment Terhadap Customer Satisfaction Dan Repurchase Intention. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia.
Wirapraja. (2021). Jurnal EKSEKUTIF Volume 18 No. 1 Juni 2021. 18(1), 51–63.
Aulia, D., Rini, E. S., & . F. (2021). The Influence Of Gamification, E-Service Quality And E-Trust On Online Purchase Decision With Online Purchase Intention As Intervening Variable At The Marketplace Shopee In Medan City. International Journal Of Research And Review. Https://Doi.Org/10.52403/Ijrr.20210874
Ayu, I. G., & Sagita, M. (2021). Open Access The Effect Of Perceived Usefulness , Trust , And Perceived Enjoyment On Repurchase Intention : Study On Fashion Products. 5, 380–387.
Bongso, R. W., & Dewi, C. K. (2020). … Enjoyment, Performance Expectancy, Effort Expectancy, Social Influence, Dan Facilitating Conditions Terhadap Behavioral Intention Pemain Mobile Game …. Eproceedings Of Management.
Chrisnathaniel, H. C., Hartini, S., & Rahayu, S. P. (2020). Analisis Gamification Shopee.Com Sebagai Media Pemasaran Terhadap EWOM, Positive Emotion , & Repurchase Intention (Pada Aplikasi Shopee.Com). Analisis Determinan Loyalitas Pengunjung Di Perpustakaan Kota X, 5(2), 256–264.
CNBC. (2021). Bukan Shopee, Ini Juara Marketplace RI Di Kuartal I/2021. Cnbcindonesia.Com.
Djohan, S. A., Handhana, D., Castafiore, V. B., & Hendriana, E. (2022). Can Gamification Stimulate Customers To Repurchase In The E-Marketplace ? The Mediation Effect Of Customer Experience And Engagement. 4781–4796.
Eisingerich, A. B., Marchand, A., Fritze, M. P., & Dong, L. (2019). Hook Vs. Hope: How To Enhance Customer Engagement Through Gamification. International Journal Of Research In Marketing, 36(2), 200–215. Https://Doi.Org/10.1016/J.Ijresmar.2019.02.003
Gianto, K. C. (2020). Pengaruh Perceived Enjoyment Terhadap Continuous Use Intention Dan Purchase Intention For Virtual Goods Pada Game Pubg Mobile Di Kalangan Mahasiswa Universitas Kristen Petra. AGORA.
Hansel, B., Bisnis, F., Petra, U. K., & Siwalankerto, J. (2021). Pengaruh Perceived Enjoyment Terhadap Repurchase Intention Melalui Shopping Orientation Untuk Seller Yang Membuka Lapak Pada Aplikasi Tokopedia Di Surabaya. 9(2).
Husaini, A. (2020). Riset Snapcart: Shopee Paling Diminati Dan Jadi Pilihan Konsumen Belanja. In Kontan.Co.Id. Https://Industri.Kontan.Co.Id/News/Riset-Snapcart-Shopee-Paling-Diminati-Dan-Jadi-Pilihan-Konsumen-Berlanja
Iprice. (2021). Daftar 50 Website & Aplikasi E-Commerce Di Indonesia. Iprice.Co.Id. Https://Iprice.Co.Id/Insights/Mapofecommerce/
Kotler, P. (2016). Marketing Management. 15th Edition / Philip Kotler; Kevin Lane Keller. Pearson Education Limited.
Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 4.0: Bergerak Dari Tradisional Ke Digital | Philip Kotler,. In Book (Or. 206). Https://B-Ok.Asia/Book/5594406/b5bd48
Mailoor, T. R. D., Massie, J. D. D., Tawas, H. N., Experiential, P., Dan, M., Pelayanan, K., Massie, J. D. D., & Tawas, H. N. (2021). Pengaruh Experiential Marketing Dan Kualitas Pelayanan Terhadap Repurchase Intention Melalui Kepuasan Konsumen Mobil Wuling Pada PT Kumala Cemerlang Abadi Wuling Motors Tomohon. Emba, 9(3), 1644–1654.
Oktarini, M. A. S., & Wardana, I. M. (2018). Peran Customer Satisfaction Memediasi Pengaruh Perceived Ease Of Use Dan Perceived Enjoyment Terhadap Repurchase Intention Fakultas Ekonomi Dan Bisnis Universitas Udayana , Bali , Indonesia. Jurnal Manajemen Unud, 7(4), 2041–2072.
Rahayu, F., Bisnis, F. E., & Medan, U. H. (2021). P e n g a r u h s a t i s f a c t i o n , t r u s t , p e r c e i v e d usefulnes dan perceived enjoyment terhadap repurchase intention pada ojek online ( studi kasus pada pelanggan grab ) tinjauan pustaka Repurchase Intention. 2(2), 8–18.
Sakina, M. (2021). Determining Factors Of Purchase Intention In Personalized Website Context For Indonesian Consumers. 24(1), 139–155. Https://Doi.Org/10.14414/Jebav.V24i1.2287.ABSTRAK
Stanley, J. (2021). What Is Gamification In Marketing? Https://Www.Thedrum.Com/. Https://Www.Thedrum.Com/Opinion/2021/03/09/What-Gamification-Marketing
Taruli, A. E., Chan, A., & Wulan Tresna, P. (2021). The Effect Of Gamification «Shopee Tanam» Version On The Customer Engagement Of Shopee Indonesia Mobile Application (Survey Of Shopee In App Games Users’s In Bandung City). Adbispreneur : Jurnal Pemikiran Dan Penelitian Administrasi Bisnis Dan Kewirausahaan.
Vdov, K. (2020). The Effect Of Gamification On Customer Experience In The Digital Environment. April.
Wardana, I. M., & Oktarini, M. A. S. (2018). Pengaruh Perceived Ease Of Use Dan Perceived Enjoyment Terhadap Customer Satisfaction Dan Repurchase Intention. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia.
Wirapraja. (2021). Jurnal EKSEKUTIF Volume 18 No. 1 Juni 2021. 18(1), 51–63.
Published
2022-06-14
How to Cite
Eka Ratnasari. (2022). PENGARUH GAMIFICATION DAN PERCEIVED ENJOYMENT TERHADAP REPURCHASE INTENTION PADA PENGGUNA APLIKASI MOBILE SHOPEE MAHASISWA FEB UNESA. Jurnal Ekonomi, Manajemen Pariwisata Dan Perhotelan, 1(2), 175-184. https://doi.org/10.55606/jempper.v1i2.389
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Articles
