Pengaruh Gamifikasi terhadap Brand Awareness melalui Perceived Enjoyment dan Brand Engagement pada Pengguna Shopee Games Generasi Z

Farhan Saifudin, Aflit Nuruyulia Praswati

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh gamifikasi terhadap brand awareness melalui perceived enjoyment dan brand engagement pada pengguna Shopee Games Generasi Z. Penelitian ini menggunakan pendekatan kuantitatif dengan metode kausalitas. Data diperoleh melalui penyebaran kuesioner online kepada 200 responden Generasi Z yang lahir pada tahun 1997–2012, merupakan pengguna aktif Shopee, dan pernah menggunakan fitur Shopee Games. Teknik pengambilan sampel menggunakan non-probability sampling dengan pendekatan purposive sampling. Variabel gamifikasi diukur melalui aspek autonomy, rewards, absorption, dan social interaction, sedangkan perceived enjoyment, brand engagement, dan brand awareness diukur berdasarkan indikator yang sesuai dengan konsep masing-masing variabel. Data dianalisis menggunakan metode Structural Equation Modeling-Partial Least Square atau SEM-PLS dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa gamifikasi berpengaruh positif terhadap perceived enjoyment dan brand engagement. Selanjutnya, perceived enjoyment tidak berpengaruh terhadap brand awareness dan tidak mampu memediasi hubungan gamifikasi terhadap brand awareness. Sebaliknya, brand engagement berpengaruh positif terhadap brand awareness serta mampu memediasi pengaruh gamifikasi terhadap brand awareness.

Keywords


brand awareness; brand engagement; gamifikasi; perceived enjoyment; Shopee Games

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DOI: https://doi.org/10.17509/ijdb.v6i1.102641

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