Pengaruh Gamification Terhadap Brand Engagement dengan E-satisfaction sebagai Variabel Mediator

Stella Setiawan; Dorien Kartikawangi

doi:10.33508/jk.v11i1.3866

Pengaruh Gamification Terhadap Brand Engagement dengan E-satisfaction sebagai Variabel Mediator

Stella Setiawan, Dorien Kartikawangi

Abstract

Seiring berkembangnya teknologi, pengimplementasian gamification, yaitu membawa elemen permainan dalam berbagai bidang sudah banyak dilakukan, termasuk dalam e-commerce atau perdagangan elektronik. Pengimplementasian gamification dilakukan dengan berbagai tujuan, seperti membuat konsumen terlibat secara aktif dengan suatu brand. Penelitian ini dilakukan pada implementasi gamification Shopee Tanam dalam aplikasi Shopee Indonesia untuk melihat apakah terdapat pengaruh gamification terhadap brand engagement. Konsep yang digunakan adalah gamification dengan dimensi entertainment, interaction, dan novelty; e-satisfaction terkait convenience, customisation, information, dan communication; dan brand engagement yang mencakup emosi, kognitif, dan sosial. Penelitian ini menggunakan metode kuantitatif dan memperoleh data melalui survei. Hasil penelitian yang diperoleh menunjukkan bahwa implementasi gamification Shopee Tanam dapat mempengaruhi brand engagement Shopee secara langsung tanpa dimediasi oleh e-satisfaction terhadap Shopee Tanam. Namun, dengan dimediasi oleh e-satisfaction, implementasi gamification Shopee Tanam memiliki pengaruh yang lebih besar terhadap brand engagement.

Keywords

Brand Engagement, E-satisfaction, Gamification, Komunikasi Pemasaran

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DOI: https://doi.org/10.33508/jk.v11i1.3866