Analisis Gamifikasi Nilai Hedonis Dan Customer Engagemenet Terhadap Loyalitas Merek Pengguna Shopee Games Di Solo Raya

Muhammad Ardani, Firman and , Aflit Nuryulia Praswati, S.E., M.M. (2023) Analisis Gamifikasi Nilai Hedonis Dan Customer Engagemenet Terhadap Loyalitas Merek Pengguna Shopee Games Di Solo Raya. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of gamification on brand loyalty mediated by hedonic values and consumer engagement. This study used a sample of 150 people with shopee games user criteria in Solo Raya. The sample selection method uses purposive sampling based on respondent criteria that have been determined by the researcher. The data analysis method used is SEM-PLS analysis with the help of SmartPLS 3.0. The results showed that all variables had a significant positive effect, namely gamification of hedonic values, gamification of consumer engagement, hedonistic value of consumer engagement, consumer engagement with brand loyalty. Mediation variables also have a significant positive effect, namely hedonic value mediates gamification of consumer engagement, consumer engagement mediates gamification of brand loyalty.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Shopee Games, Gamifikasi, Nilai Hedonis, Keterlibatan Konsumen, Loyalitas Merek
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	FIRMAN MUHAMMAD ARDANI
Date Deposited:	20 Feb 2023 02:40
Last Modified:	20 Feb 2023 02:40
URI:	http://eprints.ums.ac.id/id/eprint/109686

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