PENGARUH GAMIFICATION VERSI “SHOPEE TANAM” TERHADAP CUSTOMER ENGAGEMENT APLIKASI MOBILE SHOPEE INDONESIA (SURVEI PADA PENGGUNA FITUR SHOPEE IN APP GAMES DI KOTA BANDUNG)

Apriana Elizabeth Taruli, Arianis Chan, Pratami Wulan Tresna

Abstrak


The phenomenon of e-commerce that is increasingly numerous in Indonesia, has caused many e-commerce companies compete to increase engagement with their consumers, one of them is by using a gamification strategy. This study aims to determine the effect of gamification on customer engagement in Shopee Indonesia mobile application. The research method used in this research is descriptive analysis verification with survey design. The results showed that the gamification strategy applied by Shopee Indonesia through the Shopee Tanam has been implemented properly through six elements, namely social interaction, sense of control, goals, progress tracking, rewards, and prompts.The calculation results also explain that gamification has a significant positive effect on customer engagement on the Shopee Indonesia mobile application. A well-implemented gamification strategy has implications for changing consumer behavior, such as extending time spent and engagement one-commerce applications to achieve meaningful long-term goals for the company.

 

Fenomena semakin berkembangnya industri e-commerce di Indonesia menyebabkan banyak perusahaan e-commerce berlomba-lomba untuk meningkatkan engagement dengan para konsumennya, salah satunya dengan menggunakan strategi gamification Penelitian ini bertujuan untuk mengetahui pengaruh gamification terhadap customer engagement pada aplikasi mobile Shopee Indonesia. Metode penelitian yang digunakan dalam penelitian ini adalah analisis deskriptif verifikatif dengan desain survei.Hasil penelitian memperlihatkan bahwa strategi gamification yang diterapkan oleh Shopee Indonesia melalui permainan Shopee Tanam telah diimplementasikan dengan baik melalui enam elemen, yaitu social interaction, sense of control, goals, progress tracking, rewards, dan prompts. Hasil perhitungan menjelaskan bahwa gamification memiliki pengaruh positif signifikan terhadap customer engagement pada aplikasi mobile Shopee Indonesia. Strategi gamification yang diterapkan dengan baik memberikan implikasi terhadap perubahan pola perilaku tertentu yang dilakukan oleh konsumen yaitu memperpanjang time spent dan engagement pada aplikasi e-commerce untuk mencapai tujuan jangka panjang yang bermakna bagi perusahaan.


Kata Kunci


gamifikasi; keterlibatan konsumen; permainan shopee; shopee tanam

Teks Lengkap:

PDF

Referensi


Capital, H. (2018). An Investment Case Study By Hayden Capital. Retrived from http://www.haydencapital.com/wp-content/uploads/Hayden Captal_ValueAsia_Presentation_SE_May-2019.pdf

Eisingerich, A. B., Marchand, A., Fritze, M. P., & Dong, L. (2019). Hook vs. hope: How to enhance customer engagement through gamification. International Journal of Research in Marketing, 36(2), 200–215. https://doi.org/10.1016/j.ijresmar.2019.02.003

Harwood, T., & Garry, T. (2015). An investigation into gamification as a customer engagement experience environment. Journal of Services Marketing, 29(6–7), 533–546. https://doi.org/10.1108/JSM-01-2015-0045

Hartaman, T and Klimmt,C. (2006). Gender and Computer Games : Exploring Female's Dislikes. Journal of Computer Mediated Communication, 11(4), 772- 775.

Hofacker, C. F., de Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and Mobile Marketing Effectiveness. Journal of Interactive Marketing, 34(2016), 25–36. https://doi.org/10.1016/j.intmar.2016.03.001

Jayani, D. (2019). 10 E-Commerce dengan Pengunjung Terbesar Kuartal III-2019. Retrieved from Databoks: https://databoks.katadata.co.id/datapublish/2019/10/22/inilah-10-e-commerce-dengan

pengunjung-terbesar

Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of Service Research, 13(3), 297–310. https://doi.org/10.1177/1094670510375602

L, Hollebek & M, Glynn & R, B. (2014). Consumer Brand Engagement In Social Media. Conceptualization,Scale Development and Validation. Journal of Interactive Marketing, 28 (2), 14.

Leclercq, T., Hammedi, W., & Poncin, I. (2018). The Boundaries of Gamification for Engaging Customers: Effects of Losing a Contest in Online Co-creation Communities. Journal of Interactive Marketing, 44, 82–101. https://doi.org/10.1016/j.intmar.2018.04.004

Likos-Corbett, Philip. (2017). The Most Important eCommerce Customer Engagement Metrics. Retrieved from Spot Studio : https://www.spotstudio.net/blog/analytics/important-ecommerce-customer-engagement-metrics/

Lucassen, G., & Jansen, S. (2014). Gamification in Consumer Marketing - Future or Fallacy? Procedia - Social and Behavioral Sciences, 148(2011), 194–202. https://doi.org/10.1016/j.sbspro.2014.07.034

Merchant Machine. (2019). Top 10 Rising Ecommerce Countries. Retrieved from Merchant Machine : https://merchantmachine.co.uk/saturated-sectors/

Paharia, R. (2019). Gamification 101. Bunchball, 1–15. Retrived from http://www.bunchball.com/sites/default/files/white_papers/Bunchball_WP_Gamification_101_2018_0.pdf

So, K.K.F., King, C.,& Sparks, B. (2014). Customer Engagement With Tourism Brand : Scale Development & Validation. Journal of Hospitality & Tourism Research, 38 (3), 30.

Simamora, Bilson. (2004). Riset Pemasaran. Jakarta: Gramedia Utama.

Snapchart. (2020). Perilaku Belanja Online Dalam Ramadhan dan Hari Raya Lebaran Selama Pandemi COVID 19. Retrieved from https://industri.kontan.co.id/news/riset-snapcart-shopee-paling-diminati-danjadi-pilihan-konsumen-berlanja




DOI: https://doi.org/10.24198/adbispreneur.v5i3.30265

Refbacks

  • Saat ini tidak ada refbacks.