Konsep 4R Sebagai Moderasi Pengaruh Gamifikasi Terhadap Niat Membeli Kembali dan Pengalaman Merek Konsumen Shopee
This article aims to fill the research gap related to marketplaces digital marketing mix by using elements of gamification to consumers. The problem is focused on identifying the effect of gamification on brand experience without and with moderation of the 4R Concept as well as the effect of brand e...
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| Format: | Article |
| Language: | Indonesian |
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Politeknik Negeri Bali
2024-07-01
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| Series: | Jurnal Bisnis dan Kewirausahaan |
| Subjects: | |
| Online Access: | https://ojs2.pnb.ac.id/index.php/JBK/article/view/1518/900 |
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| author | Andhyka Tyaz Nugraha Ni Made Ratih Puspitawati Alam Fathurochman |
| author_facet | Andhyka Tyaz Nugraha Ni Made Ratih Puspitawati Alam Fathurochman |
| author_sort | Andhyka Tyaz Nugraha |
| collection | DOAJ |
| description | This article aims to fill the research gap related to marketplaces digital marketing mix by using elements of gamification to consumers. The problem is focused on identifying the effect of gamification on brand experience without and with moderation of the 4R Concept as well as the effect of brand experience on consumer repurchase intention in the Shopee marketplace. Data collection was carried out by purposive sampling through online questionnaires with a Likert scale of 5. Data processing was carried out on 85 respondent data using SmartPLS software with the PLS-SEM approach. The results of this research data processing are first, the application of gamification elements into the marketplace can improve consumer brand experiences. Second, the effect of gamification on consumer brand experiences can be enhanced by the 4R Concept. Finally, brand experience influences consumer purchase intentions towards the marketplace. The conclusion obtained is that the brand experience of marketplace consumers can be improved either by simply incorporating elements of gamification or with the help of the 4R Concept. Then, brand experience can increase consumer interest in making repeat digital transactions on the marketplace |
| format | Article |
| id | doaj-art-3ea225d099a3461ca27f753c206143d0 |
| institution | Kabale University |
| issn | 0216-9843 2580-5614 |
| language | Indonesian |
| publishDate | 2024-07-01 |
| publisher | Politeknik Negeri Bali |
| record_format | Article |
| series | Jurnal Bisnis dan Kewirausahaan |
| spelling | doaj-art-3ea225d099a3461ca27f753c206143d02025-01-20T05:20:54ZindPoliteknik Negeri BaliJurnal Bisnis dan Kewirausahaan0216-98432580-56142024-07-0120210111310.31940/jbk.v20i2.101-113Konsep 4R Sebagai Moderasi Pengaruh Gamifikasi Terhadap Niat Membeli Kembali dan Pengalaman Merek Konsumen ShopeeAndhyka Tyaz Nugraha0Ni Made Ratih Puspitawati1https://orcid.org/0009-0000-6374-5980Alam Fathurochman2https://orcid.org/0000-0003-4773-9892Fakultas Teknologi Industri, Institut Teknologi Sumatera, Lampung, IndonesiaProgram Studi Teknik Industri, Fakultas Teknologi Produksi, Institut Teknologi SumateraProgram Studi Teknik Industri, Fakultas Teknologi Produksi, Institut Teknologi SumateraThis article aims to fill the research gap related to marketplaces digital marketing mix by using elements of gamification to consumers. The problem is focused on identifying the effect of gamification on brand experience without and with moderation of the 4R Concept as well as the effect of brand experience on consumer repurchase intention in the Shopee marketplace. Data collection was carried out by purposive sampling through online questionnaires with a Likert scale of 5. Data processing was carried out on 85 respondent data using SmartPLS software with the PLS-SEM approach. The results of this research data processing are first, the application of gamification elements into the marketplace can improve consumer brand experiences. Second, the effect of gamification on consumer brand experiences can be enhanced by the 4R Concept. Finally, brand experience influences consumer purchase intentions towards the marketplace. The conclusion obtained is that the brand experience of marketplace consumers can be improved either by simply incorporating elements of gamification or with the help of the 4R Concept. Then, brand experience can increase consumer interest in making repeat digital transactions on the marketplacehttps://ojs2.pnb.ac.id/index.php/JBK/article/view/1518/900digital marketinggamificationbrand experience4r conceptrepurchase intentions |
| spellingShingle | Andhyka Tyaz Nugraha Ni Made Ratih Puspitawati Alam Fathurochman Konsep 4R Sebagai Moderasi Pengaruh Gamifikasi Terhadap Niat Membeli Kembali dan Pengalaman Merek Konsumen Shopee Jurnal Bisnis dan Kewirausahaan digital marketing gamification brand experience 4r concept repurchase intentions |
| title | Konsep 4R Sebagai Moderasi Pengaruh Gamifikasi Terhadap Niat Membeli Kembali dan Pengalaman Merek Konsumen Shopee |
| title_full | Konsep 4R Sebagai Moderasi Pengaruh Gamifikasi Terhadap Niat Membeli Kembali dan Pengalaman Merek Konsumen Shopee |
| title_fullStr | Konsep 4R Sebagai Moderasi Pengaruh Gamifikasi Terhadap Niat Membeli Kembali dan Pengalaman Merek Konsumen Shopee |
| title_full_unstemmed | Konsep 4R Sebagai Moderasi Pengaruh Gamifikasi Terhadap Niat Membeli Kembali dan Pengalaman Merek Konsumen Shopee |
| title_short | Konsep 4R Sebagai Moderasi Pengaruh Gamifikasi Terhadap Niat Membeli Kembali dan Pengalaman Merek Konsumen Shopee |
| title_sort | konsep 4r sebagai moderasi pengaruh gamifikasi terhadap niat membeli kembali dan pengalaman merek konsumen shopee |
| topic | digital marketing gamification brand experience 4r concept repurchase intentions |
| url | https://ojs2.pnb.ac.id/index.php/JBK/article/view/1518/900 |
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