Pengaruh Gamification Terhadap Brand Engagement dengan E-satisfaction sebagai Variabel Mediator

Stella Setiawan; Dorien Kartikawangi

doi:10.33508/jk.v11i1.3866

About The Authors

Stella Setiawan
Universitas Katolik Indonesia Atma Jaya
Indonesia

Dorien Kartikawangi
https://www.scopus.com/authid/detail.uri?authorId=57192421924&eid=2-s2.0-85006356893

(Scopus ID: 57192421924), Universitas Katolik Indonesia Atma Jaya
Indonesia

Scopus ID : 57192421924

URL : https://www.scopus.com/authid/detail.uri?authorId=57192421924&eid=2-s2.0-85006356893

Google Scholar ID : https://scholar.google.com/citations?hl=en&user=vG9i6CIAAAAJ

Researcher ID AAD-8324-2021

Orcid 0000-0002-1537-1360

Google Scholar ID vG9i6CIAAAAJ

Publon 3415959

SINTA ID 5975432

Garuda 711031

Position Associate Professor (Lektor Kepala)

Dorien Kartikawangi, Associate Professor, is the head of the School of Communication at the Atma Jaya Catholic University of Indonesia, Jakarta. She is actively giving lectures at the School of Communication, Magister of Psychology, and Postgraduate Program of the Department of Communication Science, University of Indonesia, Jakarta. In 2021, she is invited as an adjunct Professor at the School of Communication, Far Eastern University, Philippines. Her teaching and research focus is on organizational communication, public relations, corporate social responsibility (CSR), and digital communication. She is an awardee of the Supersemar Scholarship, Stanvac, Canada World Youth – Ministry of Education and Culture, JICA, and Erasmus+. Dorien involves in the various social organization at the national as well as international levels: as Head of Collaboration Division of the Indonesia Communication Higher Education Association (ASPIKOM); Vice-Chair of Competencies Development, Indonesian Public Relations Association (PERHUMAS); Committee of Asia Pacific Public Relations Research and Education Network (APPRREN), Executive Committee of Asia Pacific Communication Alliance (APCA) and member of International Communication Association (ICA).

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Pengaruh Gamification Terhadap Brand Engagement dengan E-satisfaction sebagai Variabel Mediator

Stella Setiawan, Dorien Kartikawangi

Abstract

Seiring berkembangnya teknologi, pengimplementasian gamification, yaitu membawa elemen permainan dalam berbagai bidang sudah banyak dilakukan, termasuk dalam e-commerce atau perdagangan elektronik. Pengimplementasian gamification dilakukan dengan berbagai tujuan, seperti membuat konsumen terlibat secara aktif dengan suatu brand. Penelitian ini dilakukan pada implementasi gamification Shopee Tanam dalam aplikasi Shopee Indonesia untuk melihat apakah terdapat pengaruh gamification terhadap brand engagement. Konsep yang digunakan adalah gamification dengan dimensi entertainment, interaction, dan novelty; e-satisfaction terkait convenience, customisation, information, dan communication; dan brand engagement yang mencakup emosi, kognitif, dan sosial. Penelitian ini menggunakan metode kuantitatif dan memperoleh data melalui survei. Hasil penelitian yang diperoleh menunjukkan bahwa implementasi gamification Shopee Tanam dapat mempengaruhi brand engagement Shopee secara langsung tanpa dimediasi oleh e-satisfaction terhadap Shopee Tanam. Namun, dengan dimediasi oleh e-satisfaction, implementasi gamification Shopee Tanam memiliki pengaruh yang lebih besar terhadap brand engagement.

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Keywords

Brand Engagement, E-satisfaction, Gamification, Komunikasi Pemasaran

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DOI: https://doi.org/10.33508/jk.v11i1.3866

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