THE EFFECT OF TOKOPEDIA’S GAMIFICATION STRATEGY (TOKOPEDIA MEMBERSHIP) TOWARDS CUSTOMER LOYALTY

Mahasmara, Kefas Luberta (2024) THE EFFECT OF TOKOPEDIA’S GAMIFICATION STRATEGY (TOKOPEDIA MEMBERSHIP) TOWARDS CUSTOMER LOYALTY. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

Preview	Text (Kefas Luberta Mahasmara) 201225763_Chap 0.pdf Download (319kB) | Preview
Preview	Text 201225763_Chap 1.pdf Download (343kB) | Preview
Preview	Text 201225763_Chap 2.pdf Download (486kB) | Preview
	Text 201225763_Chap 3.pdf Restricted to Registered users only Download (406kB)
	Text 201225763_Chap 4.pdf Restricted to Registered users only Download (629kB)
Preview	Text 201225763_Chap 5.pdf Download (5MB) | Preview

Abstract

The objective of this study is to investigate the influence of gamification towards customer loyalty. The research was conducted on May 19, 2024, using a survey method utilizing a Likert scale. The target population consisted of customers of Tokopedia who had done at least one transaction (goods, bills, e-money top-up, tickets, etc.) in the last year, and are between the ages of 21 and 50. Through purposive sampling, 183 questionnaires were distributed to the majority of respondents. Data analysis was performed using SmartPLS version 3.2.9 PLS (Partial Least Square) software with structural equation analysis (SEM). The findings show that gamification has a significant positive effect on customer loyalty. However, this study found that customer engagement in gamification has no significant positive effect on customer loyalty. The findings of this research are intended to provide marketers with an insight into gamification marketing strategy and how it can increase customer loyalty.

Actions (login required)

View Item