Electronic Theses and Dissertation

Penelitian ini menganalisis efektivitas elemen e-marketing mix (produk, harga, tempat, promosi, personalisasi, privasi, layanan pelanggan, komunitas, desain situs) melalui media sosial terhadap impulsive spending pada pecandu judi online slot dalam rehabilitasi, dimediasi oleh gambling behaviour. berlatar belakang pertumbuhan pesat judi online dan strategi pemasarannya yang agresif, penelitian ini menggunakan metode kuantitatif dengan pendekatan pls-sem. data dikumpulkan dari 100 responden anggota grup telegram rehabilitasi penjudi akut di seluruh indonesia melalui kuesioner dan wawancara, dengan data utama berasal dari laporan diri responden mengenai perilaku dan finansial mereka. model kerangka penelitian menguji pengaruh langsung e-marketing mix terhadap impulsive spending, impulsive spending terhadap gambling behaviour, serta mediasi impulsive spending dalam hubungan e-marketing mix dan gambling behaviour. hasil menunjukkan sebagian besar elemen e-marketing mix tidak berpengaruh signifikan terhadap gambling behaviour yang kompulsif; kebiasaan judi lebih didorong oleh dorongan internal. namun, promosi dan personalisasi terbukti memiliki pengaruh signifikan dan langsung dalam memicu impulsive spending. gambling behaviour tidak berpengaruh signifikan terhadap impulsive spending dan tidak memediasi hubungan antara e-marketing mix dan impulsive spending. pada populasi ini, dorongan internal mendominasi gambling behaviour, namun taktik e-marketing mix tertentu (promosi dan personalisasi) tetap efektif memicu impulsive spending secara langsung. saran: meneliti desain e-marketing mix untuk meminimalisir impulsive spending, melakukan studi komparatif antara penjudi rekreasional dan bermasalah, serta menganalisis dampak teknologi dan regulasi pada perilaku judi online. kata kunci: e-marketing mix, impulsive spending, gambling behaviour, judi online slot, rehabilitasi

This research analyzes the effectiveness of E-Marketing Mix elements (Product, Price, Place, Promotion, Personalization, Site Design, customer service, community, Site Design) via social media on Impulsive Spending among Online Slot gambling addicts in rehabilitation, mediated by Gambling Behaviour. Against the backdrop of rapid online gambling growth and aggressive marketing strategies, this study employs a quantitative method with a PLS-SEM approach. Data were collected from 100 respondents, members of a Telegram acute gambler rehabilitation group across Indonesia, through questionnaires and interviews, with primary data comprising respondents' self-reported behavioral and financial information. The research framework model examines the direct influence of E- Marketing Mix on Impulsive Spending, Impulsive Spending on Gambling Behaviour, and the mediation of Impulsive Spending in the E-Marketing Mix- Gambling Behaviour relationship. Results indicate that most E-Marketing Mix elements do not significantly influence compulsive Gambling Behaviour; gambling habits are primarily fueled by internal urges. However, Promotion and Personalization were found to have a significant and direct influence on triggering Impulsive Spending. Gambling Behaviour did not significantly affect Impulsive Spending and did not mediate the relationship between E-Marketing Mix and Impulsive Spending. In this population, internal drive dominates Gambling Behaviour, yet specific E-Marketing Mix tactics (Promotion and Personalization) remain effective in directly triggering Impulsive Spending. Suggestions: Investigate E-Marketing Mix design to minimize Impulsive Spending, conduct comparative studies between recreational and problem gamblers, and analyze the impact of technology and regulation on online gambling behavior. Keywords: E-Marketing Mix, Impulsive Spending, Gambling Behaviour, Online Slot Gambling, Rehabilitation