Peran Gamifikasi Dan Pemasaran Media Sosial Terhadap Loyalitas Merek Melalui Keterlibatan Pelanggan: Studi Kasus Duolingo

Sabrina, Shellyana Kholifatul (2026) Peran Gamifikasi Dan Pemasaran Media Sosial Terhadap Loyalitas Merek Melalui Keterlibatan Pelanggan: Studi Kasus Duolingo. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penerapan gamifikasi dan strategi pemasaran media sosial menjadi pendekatan utama dalam pemasaran digital pada platform pembelajaran bahasa seperti Duolingo, dengan pemanfaatan elemen gamifikasi seperti streaks, leaderboard, dan tantangan harian untuk meningkatkan motivasi pengguna, serta konten kreatif di TikTok untuk mendorong keterlibatan pelanggan. Penelitian ini menganalisis pengaruh gamifikasi dan pemasaran media sosial terhadap loyalitas merek dengan keterlibatan pelanggan sebagai variabel mediasi, menggunakan kerangka Self-Determination Theory (SDT). Data primer dikumpulkan melalui survei daring menggunakan Google Form dan platform Populix dengan teknik simple random sampling terhadap pengguna aktif Duolingo dan TikTok, menghasilkan 120 responden valid dari total 290 pengisian kuesioner. Analisis data dilakukan menggunakan Partial Least Square Structural Equation Modeling (PLS-SEM). Selain itu, data sekunder diperoleh melalui teknik text mining pada platform X untuk menganalisis sentimen pengguna terhadap fitur gamifikasi dan aktivitas pemasaran digital Duolingo. Hasil penelitian menunjukkan bahwa gamifikasi berpengaruh signifikan terhadap keterlibatan pelanggan dan loyalitas merek, sementara pemasaran media sosial berpengaruh signifikan terhadap keterlibatan pelanggan namun tidak secara langsung terhadap loyalitas merek, dengan keterlibatan pelanggan terbukti memediasi hubungan tersebut. Analisis sentimen mengungkap dominasi sentimen positif terhadap elemen gamifikasi, khususnya sistem penghargaan dan tantangan harian, meskipun terdapat sentimen negatif. Temuan ini memberikan implikasi strategis bagi perusahaan untuk memprioritaskan penguatan desain gamifikasi yang berorientasi pada kebutuhan psikologis pengguna serta menyelaraskan strategi media sosial sebagai penguat keterlibatan guna membangun loyalitas merek jangka panjang.
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The implementation of gamification and social media marketing strategies has become a central approach in digital marketing on language learning platforms such as Duolingo, utilizing gamification elements including streaks, leaderboards, and daily challenges to enhance user motivation, alongside creative content on TikTok to drive customer engagement. This study analyzes the effects of gamification and social media marketing on brand loyalty, with customer engagement serving as a mediating variable, using the Self-Determination Theory (SDT) framework. Primary data were collected through an online survey administered via Google Forms and the Populix platform, employing simple random sampling among active Duolingo and TikTok users, resulting in 120 valid respondents from a total of 290 questionnaire submissions. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). In addition, secondary data were obtained through text mining techniques on the X platform to analyze user sentiment toward Duolingo’s gamification features and digital marketing activities. The results indicate that gamification has a significant effect on customer engagement and brand loyalty, while social media marketing significantly influences customer engagement but does not directly affect brand loyalty, with customer engagement confirmed as a mediating variable. Sentiment analysis reveals a predominance of positive sentiment toward gamification elements, particularly reward systems and daily challenges, although negative sentiment is also present. These findings provide strategic implications for companies to prioritize the enhancement of gamification design aligned with users’ psychological needs and to integrate social media strategies as engagement drivers in order to build long-term brand loyalty.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Gamifikasi, Pemasaran Media Sosial, Keterlibatan Pelanggan, Loyalitas Merek, Analisis Sentimen, Structural Equation Modelling, Gamification, Social Media Marketing, Customer Engagement, Brand Loyalty, Sentiment Analysis
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Shellyana Kholifatul Sabrina
Date Deposited:	30 Jan 2026 08:10
Last Modified:	30 Jan 2026 08:10
URI:	http://repository.its.ac.id/id/eprint/131462

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