Electronic Theses and Dissertation

ABSTRAK
Abstrak Karya Akhir Diserahkan kepada Panitia Ujian Untuk Mendapatkan Gelar Magister Manajemen pada Program Pascasarjana
Universitas Syiah Kuala

MENGEVALUASI PERAN GAMIFIKASI DALAM MENINGKATKAN NIAT PERILAKU BELANJA ONLINE DENGAN FLOW STATE SEBAGAI VARIABEL INTERVENING
Oleh :
TEUKU RIZKY
NIM: 1901202010006

Konsentrasi : Manajemen Umum

Pembimbing Utama : Prof. Dr. Jasman J, SE, MBA
Pembimbing Pembantu : Dr. Syafruddin, SE, MBA

Tujuan penelitian ini untuk menguji pengaruh Perceived Usefulness of Gamification dan Perceive Ease of Use Gamification terhadap Flow State dan Behavior Intention. Populasi dalam penelitian ini adalah seluruh pelanggan shopee online market place, terutama mereka yang telah memiliki pengalaman gamifikasi pada platform shopee. Pengambilan sampel dilakukan dengan teknik non probability sampling. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah Purposive sampling. Penentuan jumlah sampel minimal ditentukan dengan total jumlah indikator yaitu sebanyak 21 buah, sehingga jumlah sampel yang dibutuhkan adalah: 10 × 21= 210 sampel. Hasil penelitian menunjukkan bahwa semua hipotesis yang dibuktikan dalam penelitian ini diterima. Hal ini berarti Perceived Usefulness of Gamification, Perceived Easiness of Gamification dan Flow State benar adalah determinant variable dari Behavior Intention. Perceived Usefulness of Gamification terhadap Behavior Intention melalui Flow State ternyata memiliki pengaruh yang signifikan. Dengan demikian memaksimalkan peran flow state sebagai variable mediasi akan lebih baik bila dikombinasikan dengan variable Perceived Usefulness of Gamification.

Kata Kunci: Perceived Usefulness of Gamification, Perceive Ease of Use Gamification, Flow State, Behavior Intention, Pelanggan shopee online market place

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 EVALUATING THE ROLE OF GAMIFICATION IN INCREASING ONLINE SHOPPING BEHAVIORAL INTENTIONS WITH FLOW STATE AS INTERVENING VARIABLES By: TEUKU RIZKY SN: 1901202010006 Concentration : General Management Supervisor : Prof. Dr. Jasman J, SE, MBA Co-Supervisor : Dr. Syafruddin, SE, MBA The purpose of this study was to examine the effect of Perceived Usefulness of Gamification and Perceive Ease of Use Gamification on Flow State and Behavior Intention. The population in this study are all shopee online market place customers, especially those who have had gamification experience on the shopee platform. Sampling was done by non-probability sampling technique. The sampling method used in this research is purposive sampling. Determination of the minimum number of samples is determined by the total number of indicators as many as 21 units, so the number of samples needed is: 10 × 21 = 210 samples. The results showed that all the hypotheses that were proven in this study were accepted. This means Perceived Usefulness of Gamification, Perceived Easiness of Gamification and true Flow State are determinant variables of Behavior Intention. The effect of Perceived Usefulness of Gamification on Behavior Intention through Flow State turns out to have a greater influence. Thus, maximizing the role of flow state as a mediating variable would be better when combined with the Perceived Usefulness of Gamification variable. Keywords: Perceived Usefulness of Gamification, Perceive Ease of Use Gamification, Flow State, Behavior Intention, Shopee customers online market place