Electronic Theses and Dissertation

Abstrak abstrak karya akhir diserahkan kepada panitia ujian untuk mendapatkan gelar magister manajemen pada program pascasarjana universitas syiah kuala pengaruh gamification principles dan perceived ease of use of gamification in mobile device terhadap customer engagement dan flow state untuk meningkatkan mobile shopping loyalty pengguna marketplace shopee di kota banda aceh oleh : juria hastuti nim : 1901202010033 konsentrasi : manajemen pemasaran pembimbing utama : dr. permana honneyta lubis, se, mm pembimbing pembantu : dr. syafruddin, se, mba tujuan dari penelitian ini adalah untuk menganalisis peran gamification principles dan perceived ease of use of gamification in mobile device terhadap customer engagement dan flow state untuk meningkatkan mobile shopping loyalty pengguna marketplace shopee di provinsi aceh. populasi yang digunakan dalam penelitian ini adalah seluruh populasi dalam penelitian ini adalah seluruh pengguna shopee di provinsi aceh.jumlah sampel dalam penelitian ini adalah 200 orang. teknik sampling yang digunakan adalah non-probability convenience sampling. pengolahan data dilakukan dengan menggunakan software spss dan amos dengan menggunakan teknik structural equation model (sem). hasil penelitian menunjukkan bahwa dari 7 hipotesis pengaruh langsung yang diujikan, ada satu yang tidak signifikan, yaitu pengaruh gamification principles terhadap shopping_loyalty. koefisien pengaruh tertinggi yang menentukan pelanggan menjadi pembeli online yang loyal adalah customer engagement. artinya semakin tinggi tingkat keterikatan pelanggan karena adanya gamifikasi terhadap brand shopee ini akan semakin tinggi tingkat loyalitas pelanggan terhadap market place shopee. keywords: gamification principle, perceived ease of use gamification in mobile device, customer engagement, flow state dan mobile shopping loyalty

ABSTRACT Abstract of Final Paper Submitted of The Examination Committee in Partial Fulfillment of The Requirements for The Degree of Master of Management on Graduated Program of Syiah Kuala University Effect of Gamification Principles and Perceived Ease of Use of Gamification in Mobile Device on Customer Engagement and Flow State To Increase Mobile Shopping Loyalty of Shopee Marketplace Users in Banda Aceh City By: JURIA HASTUTI SN: 1901202010033 Concentration : Marketing Management Supervisor : Dr. Permana Honneyta Lubis SE, MBA Co-Supervisor : Dr. Syafruddin, SE, MBA The purpose of this research is to analyze the role of Gamification Principles and Perceived Ease of Use of Gamification in Mobile Device on Customer Engagement and Flow State to Increase Mobile Shopping Loyalty of Shopee Marketplace Users in Aceh Province. The population used in this study was the entire population in this study were all Shopee users in Aceh Province. The number of samples in this study was 200 people. The sampling technique used is non-probability convenience sampling. Data processing was carried out using SPSS and Amos software using the structural equation model (SEM) technique. The results showed that of the 7 direct influence hypotheses tested, there was one that was not significant, namely the Effect of Gamification Principles on Shopping_Loyalty. The highest coefficient of influence that determines customers to become loyal online buyers is Customer Engagement. This means that the higher the level of customer engagement due to the gamification of this shopee brand, the higher the level of customer loyalty to the Shopee market place. Keywords: Gamification Principle, Perceived Ease of Use Gamification in Mobile Device, Customer Engagement, Flow State and Mobile Shopping Loyalty