Konsep 4R Sebagai Moderasi Pengaruh Gamifikasi Terhadap Niat Membeli Kembali dan Pengalaman Merek Konsumen Shopee

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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Bibliographic Details
Main Authors: Andhyka Tyaz Nugraha, Ni Made Ratih Puspitawati, Alam Fathurochman
Format: Article
Language:Indonesian
Published: Politeknik Negeri Bali 2024-07-01
Series:Jurnal Bisnis dan Kewirausahaan
Subjects:
digital marketing
gamification
brand experience
4r concept
repurchase intentions
Online Access:https://ojs2.pnb.ac.id/index.php/JBK/article/view/1518/900
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