PENGARUH GAMIFICATION TERHADAP REPURCHASE INTENTION

Adi Binardi, Agus Rahayu, Dita Amanah

Abstract


Penelitian ini bertujuan untuk mengetahui Pengaruh Gamification terhadap Repurchase Intention. Jenis penelitian yang digunakan adalah deskriptif verifikatif yaitu dengan penggambaran dan pemaparan variabel-variabel yang diteliti dan kemudian ditarik kesimpulan. Variabel endogen dalam penelitian ini adalah repurchase intention (Y), dan gamification (X) sebagai variabel eksogen. Populasi dalam penelitian ini adalah pelanggan Burger King yang menggunakan fitur SHAKE N’WIN Burger King App di Indonesia. Pengambilan sampel dalam penelitian ini menggunakan metode purposive sampling, dimana setiap elemen dalam populasi memiliki kriteria khusus dengan menggunakan teknik nonprobability sampling terhadap 220 responden. Teknik analisis data verifikatif yang digunakan adalah analisis Structural Equation Modeling (SEM) dengan alat bantu program IBM SPSS AMOS for Windows. Hasil temuan penelitian ini menunjukan bahwa gambaran gamification terhadap repurchase intention berada pada kategori baik. Gamification memiliki pengaruh yang positif dan signifikan terhadap repurchase intention.

Keywords


Gamification, Repurchase Intention, SHAKE N’WIN, Burger King

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References


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DOI: https://doi.org/10.17509/strategic.v22i2.49250

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