Pengaruh Strategi Gamifikasi Goclub Terhadap Loyalitas Pelanggan Pada Penggunaan Aplikasi Gojek

Syafatulloh, Adifa Ilham and -, Dr. Muzakar Isa, S.E., M.Si (2023) Pengaruh Strategi Gamifikasi Goclub Terhadap Loyalitas Pelanggan Pada Penggunaan Aplikasi Gojek. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Technological developments have contributed to the growth of the ride-hailing sector in recent years, including Gojek, an Indonesian ride-hailing company. In 2021, Gojek launched a new gamification-based loyalty program, GoClub to address competition in the ride-hailing service sector. However, despite launching GoClub, brand switching is inevitable. This suggests that gamification embodied in a loyalty program may not be effective in keeping customers loyal to use. Therefore, this study aims to assess whether the gamification strategy that has been implemented by Gojek can have a significant effect on customer loyalty. This research was conducted using quantitative methods by distributing surveys through questionnaires to 207 Gojek users who have used GoClub in Indonesia which were analyzed using PLS-SEM. However, in this study, gamification has no significant positive effect on customer loyalty. The findings in this study can be used to provide insight into marketing strategies through gamification and how it can increase customer loyalty in order to gain a competitive advantage in the industry.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Gamification, Customer Loyalty, Customer Engagement, Brand Awareness, GoClub
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
H Social Sciences > HJ Public Finance
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADIFA ILHAM SYAFATULLOH
Date Deposited: 15 Feb 2023 06:32
Last Modified: 15 Feb 2023 06:49
URI: http://eprints.ums.ac.id/id/eprint/109261

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