Analisis Pengaruh Strategi Gamifikasi Loyalty Program Gojek Goclub Terhadap Loyalitas Pelanggan Menggunakan Partial Least Square-Structural Equation Modelling (PLS-SEM)

Nurulhusna, Aliyya Z. (2024) Analisis Pengaruh Strategi Gamifikasi Loyalty Program Gojek Goclub Terhadap Loyalitas Pelanggan Menggunakan Partial Least Square-Structural Equation Modelling (PLS-SEM). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Konteks: Perkembangan teknologi telah memicu pertumbuhan digitalisasi dan membuka peluang terbuka luas bagi para pengusaha dan perintis usaha, khususnya di bidang teknologi. Salah satunya adalah terciptanya layanan transportasi online seperti Gojek. Dalam bersaing, Gojek telah memunculkan beragam inovasi hingga membuat loyalty program bernama GoClub. Dalam penerapannya, GoClub memiliki unsur gamifikasi di dalamnya, seperti level dan XP (experience points).
Permasalahan: Perkembangan teknologi telah mendorong hadirnya unsur gamifikasi dalam bisnis, tidak terkecuali dalam penerapan GoClub. Oleh karena itu diperlukan suatu penelitian untuk menguji efektivitas strategi gamifikasi dalam konteks loyalty program GoClub. Tujuan: Penelitian Tugas Akhir ini bertujuan untuk menganalisis pengaruh unsur gamifikasi dalam loyalty program Gojek, GoClub dengan menganilisis hubungan kausal antara gamifikasi, identifikasi brand, ekspresi diri, rasa kecintaan terhadap brand, keikutsertaan pelanggan, pengalaman brand, dan niat pembelian ulang. Penelitian Tugas Akhir ini juga bertujuan sebagai masukan manajerial terhadap penerapan gamifikasi dalam loyalty program, terutama pada usaha layanan online. Metode: Penelitian Tugas Akhir dilakukan menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan mengadopsi tujuh macam variabel: gamifikasi, identifikasi brand, ekspresi diri, rasa kecintaan terhadap brand, keikutsertaan pelanggan, pengalaman brand, dan niat pembelian ulang. Pengumpulan data dilakukan dengan menyebarkan kuesioner secara daring kepada setidaknya 100 pengguna Gojek yang tergabung ke dalam GoClub. Hasil: Hasil penelitian ini menunjukkan bahwa identifikasi brand dan ekspresi diri berpengaruh positif dan signifikan terhadap kecintaan brand. Selain itu, kecintaan brand berpengaruh positif dan signifikan terhadap keikutsertaan pelanggan secara langsung dan terhadap intensi pembelian kembali dan eWOM secara tidak langsung. Sedangkan keterlibatan pelanggan berpengaruh positif secara signifikan terhadap intensi pembelian kembali dan eWOM. Di sisi lain, gamifikasi berpengaruh positif secara langsung dan signifikan terhadap kecintaan brand, keikutsertaan pelanggan, dan pengalaman pelanggan, serta secara tidak langsung terhadap intensi pembelian kembali pelanggan, keterlibatan pelanggan, dan eWOM. Manfaat: Penelitian ini diharapkan dapat memberikan pandangan lebih dalam terkait penggunaan strategi gamifikasi untuk pemasaran, khususnya loyalty program dalam konteks layanan online berbasis aplikasi, khususnya layanan transportasi online, dan dapat menjadi referensi bagi penelitian terkait di masa mendatang. Selain itu, diharapkan hasil penelitian ini dapat memberikan pengusaha yang bergerak di bidang layanan online berbasis aplikasi untuk mempertimbangkan penggunaan gamifikasi dalam konteks usaha mereka dengan hasil penelitian ini sebagai referensi dan panduan.
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Context: The development of technology has triggered the growth of digitalization and provided wide opportunities for entrepreneurs and business pioneers, especially in the field of technology. One of them is the creation of online transportation services such as Gojek. In competing, Gojek has come up with various innovations to create a loyalty program called GoClub. In its application, GoClub has elements of gamification in it, such as levels and XP (experience points). Problem: The development of technology has encouraged the presence of gamification elements in business, not to mention in the implementation of GoClub. Therefore, a study is needed to test the effectiveness of gamification strategies in the context of the GoClub loyalty program. Objective: This Final Project Research aims to analyze the influence of gamification elements in Gojek's loyalty program, GoClub by analyzing the causal relationship between gamification, brand identification, self-expression, brand love, customer engagement, brand experience, and repurchase intention. This Final Project Research also aims as managerial input towards the application of gamification in loyalty programs, especially in online service businesses. Method: The Final Project Research will be conducted using the Partial Least SquareStructural Equation Modeling (PLS-SEM) method by adopting seven kinds of variables: gamification, brand identification, self-expression, brand love, customer engagement, brand experience, and repurchase intention. Data collection will be conducted by distributing questionnaires online to at least 100 Gojek users who are members of GoClub. Results: The results of this study show that brand identification and self-expressiveness have a positive and significant effect on brand love. In addition, brand love has a positive and significant effect on customer engagement directly and on repurchase intention and eWOM indirectly. Meanwhile, customer engagement has a significant positive effect on repurchase intention and eWOM. On the other hand, gamification has a direct and significant positive effect on brand love, customer engagement, and customer experience, and indirectly on customer repurchase intention, customer engagement, and eWOM. Added Value: This research is expected to provide a deeper insight into the use of gamification strategies for marketing, especially loyalty programs in the context of application-based online services, especially online transportation services, and can be a reference for future related research. In addition, it is hoped that the results of this study can provide entrepreneurs engaged x in application-based online services to consider the use of gamification in their business context with the results of this study as a reference and guide.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Gamifikasi, Program Loyalitas, Loyalitas Pelanggan, Partial Least Square-Structural Equation Modeling, Gamification, Loyalty Program, Customer Loyalty
Subjects:	T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Aliyya Zahra Nurulhusna
Date Deposited:	19 Jul 2024 07:55
Last Modified:	19 Jul 2024 07:55
URI:	http://repository.its.ac.id/id/eprint/108521

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