Pengaruh Gamification dalam Membentuk Brand Loyalty melalui Brand Engagement
Keywords:
Gamification, Brand Engagement, Brand Loyalty, COVID-19, MarketplaceAbstract
This study aims to find the effect of gamification on brand loyalty with brand engagement as an intervening variable. The study starts at Mei 20201 until Augustus 2021 using an online questionnaire. Chosen by purposive sampling technique, the respondents are 200 marketplace users in Jabodetabek who had used the gamification feature on e-commerce ‘s’ and had shopped using the rewards. An analysis method that using in this study is Structural Equation Modelling (SEM) using SPSS version 28 and AMOS version 26. It showed that gamification had a significant and positive effect on brand engagement, gamification had a significant and positive effect on brand loyalty, brand engagement had no significant and positive effect on brand loyalty, and gamification had no significant and positive effect on brand loyalty through brand engagement as intervening.
Penelitian ini bertujuan untuk mengetahui pengaruh yang dimiliki gamification dalam membentuk brand loyalty melalui brand engagement sebagai variabel intervening. Penelitian dimulai sejak Mei 2021 sampai dengan Agustus 2021 dengan menggunakan kuesioner yang dibagikan secara online. Menggunakan dengan teknik purposive sampling, responden dalam penelitian ini merupakan 200 orang pengguna e-commerce di daerah Jabodetabek yang menggunakan fitur gamifikasi di e-commerce ‘s’ dan pernah berbelanja menggunakan reward dari gamification tersebut. Metode analisis yang digunakan adalah Structural Equation Model (SEM) dengan alat bantu perangkat lunak SPSS versi 28 dan AMOS versi 26. Hasil dalam penelitian ini menunjukkan bahwa gamification memiliki pengaruh signifikan dan positif terhadap brand engagement, gamification memiliki pengaruh signifikan dan positif terhadap brand loyalty, brand engagement tidak memiliki pengaruh signifikan dan positif terhadap brand loyalty, dan gamification tidak memiliki pengaruh signifikan dan positif terhadap brand loyalty dengan brand engagement sebagai variabel intervening.
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