PENGARUH EFEKTIVITAS PESAN GAMIFIKASI “SHOPEE COCOKI” TERHADAP PENINGKATAN BRAND LOYALTY PADA PENGGUNA SHOPEE

Salsabilla, . (2024) PENGARUH EFEKTIVITAS PESAN GAMIFIKASI “SHOPEE COCOKI” TERHADAP PENINGKATAN BRAND LOYALTY PADA PENGGUNA SHOPEE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Digitalization makes people more inclined to do things online. This includes e-commerce shopping. Indonesian people welcome the presence of Shopee as an e-commerce platform in Indonesia. In the middle of 2022, Shopee visitors decrease due to the trend of shopping through social media platforms that provide shopping features such as Instagram, Facebook and TikToK. Which is creates confusion regarding the assumed influence of gamification on increasing Brand Loyalty. This research aims to determine the effect of the effectiveness of Shopee's gamification messages on Brand Loyalty of Shopee users using the Hierarchy of Effects theory. This theory pays special attention to the effect of messages on the audience through stages consisting of cognitive, effective and conative stages. The research method used was explanatory quantitative with a survey in the form of a Google Form questionnaire with 100 respondents. The sample collection technique was carried out using non-probability sampling with purposive sampling methods. The research results based on the coefficient of determination test show that there is a 35.7% influence on the Brand Loyalty of Shopee users by the messages effectiveness of Shopee cocoki gamification, while the remaining 64.3% is influenced by variables outside this research. From the results of a simple linear regression test, it was found that the regression coefficient value obtained was positive (0.864), this shows that the direction of the relationship between variables X and Y is in the same direction. The results of the hypothesis test show that the calculated t value is 7.377 > t table 1.984 and the sig value is 0.000 < 0.05, which can be concluded that Ho is rejected and Ha is accepted, which can be interpreted as meaning that there is a significant effect between the messages effectiveness of the Shopee cocoki gamification on Brand Loyalty of the users.

Item Type: Thesis (Skripsi)
Additional Information: [ No.Panggil: 2010411108 ] [ Pembimbing: Puri Bestari Mardani ] [ Penguji 1: Ana Kuswanti ] [ Penguji 2: Garcia Krisnando Nathanael ]
Uncontrolled Keywords: Message Effectiveness, Gamification, Marketing Communications, Hierarchy of Effects Theory.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: SALSABILLA
Date Deposited: 06 Sep 2024 02:39
Last Modified: 06 Sep 2024 02:39
URI: http://repository.upnvj.ac.id/id/eprint/32207

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