PENGARUH GAMIFIKASI DALAM APLIKASI SELULER TERHADAP CUSTOMER LOYALTY PENGGUNA APLIKASI SHOPEE DI KOTA PADANG: PERCEIVED TRUST DAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL MEDIASI

Retno Fajar Asanah, Perengki Susanto

Abstract


Penelitian ini bertujuan untuk mengkaji pengaruh gamifikasi terhadapcustomerloyaltypadapenggunaaplikasiShopeediKota Padang dengan mempertimbangkan peran perceived trust dan customer engagement sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan melibatkan 180 responden yang dipilih melalui teknik purposive sampling. Data penelitian diperoleh melalui penyebaran kuesioner dan dianalisis menggunakanmetodeStructuralEquationModeling-PartialLeast Squares (SEM-PLS). Hasil analisis menunjukkan bahwa gamifikasi tidak memberikan pengaruh yang signifikan terhadap customer loyalty secara langsung. Namun, gamifikasi terbukti berpengaruh positif dan signifikan terhadap perceived trust dan customer engagement. Selain itu, kedua variabel mediasi tersebut juga memiliki pengaruh positif dan signifikan terhadap customer loyalty. Hasil pengujian mediasi menunjukkan bahwa perceived trust dan customer engagement berperan dalam menjelaskan hubungan antara gamifikasi dan customer loyalty. Temuan ini mengindikasikan bahwa peningkatan loyalitas pelanggan tidak dapat dicapai secara langsung melalui penerapan gamifikasi, melainkan melalui peningkatan kepercayaan dan keterlibatan pelanggan dalam menggunakan aplikasi Shopee.

Keywords


Customer Engagement, Customer Loyalty, Gamifikasi, Perceived Trust, Shopee.

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DOI: https://doi.org/10.17509/ijdb.v5i4.102818

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