Pengaruh gamifikasi terhadap kepuasan pelanggan e-commerce: Dampak variabel mediasi motivasi intrinsik dan keterlibatan merek
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Abstract
The proliferation of digital technology has spurred online shopping for goods and services. Fueled by the COVID-19 pandemic, online retailers have experienced significant growth. Consequently, competition among marketplaces has intensified, prompting some marketplaces to introduce innovations to attract customers, such as games within the marketplace. This research focuses on the role of games or gamification, which is widely used by online marketplaces in Indonesia. The urgency of this research lies in developing a model for shaping customer satisfaction in online marketplaces through gamification. This research aims to determine the influence of gamification on customer satisfaction in Indonesia's e-commerce by using intrinsic motivation and brand engagement as mediating variables. The research findings indicate that gamification has a significantly positive effect on intrinsic motivation and brand engagement but does not positively affect customer satisfaction. Intrinsic motivation and brand engagement emerge as crucial mediating variables in successfully fostering customer satisfaction through gamification. Therefore, e-commerce platforms must pay close attention to customer intrinsic motivation and the brand engagement that customers will experience.
Perkembangan teknologi digital menyuburkan kegiatan jual-beli barang dan jasa secara online. Dipicu oleh pandemi COVID-19, pengecer online menjadi berkembang secara signifikan. Oleh karenanya, persaingan marketplace menjadi makin ketat, sehingga beberapa marketplace mengeluarkan terobosan untuk menarik pelanggan berupa permainan di marketplace tersebut. Penelitian ini berfokus pada peran permainan atau Gamifikasi yang marak digunakan oleh pasar online di Indonesia. Urgensi penelitian ini adalah untuk membentuk model pembentuk kepuasan pelanggan pasar online melalui gamifikasi. Penelitian ini bertujuan untuk mengetahui pengaruh gamifikasi terhadap kepuasan pelanggan e-commerce di Indonesia dengan menggunakan motivasi intrinsik dan keterlibatan merek sebagai variabel mediasi. Hasil penelitian menunjukkan gamifikasi berpengaruh positif signifikan terhadap motivasi intrinsik dan keterlibatan merek, namun tidak positif dan signifikan terhadap kepuasan pelanggan. Motivasi intrinsik dan keterlibatan merek menjadi variabel mediasi penting dalam keberhasilan menunjang kepuasan pelanggan melalui gamifikasi. Dengan demikian sangat penting bagi e-commerce untuk memperhatikan motivasi intrinsik pelanggan beserta dengan keterlibatan merek yang akan dirasakan pelanggan.
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