PENGARUH GAMIFICATION UNTUK MEMBENTUK BRAND LOYALTY MELALUI BRAND ENGAGEMENT (STUDI PADA KONSUMEN PENGGUNA APLIKASI SHOPEE DI KOTA MALANG)

Salsabilah, Juwita (2023) PENGARUH GAMIFICATION UNTUK MEMBENTUK BRAND LOYALTY MELALUI BRAND ENGAGEMENT (STUDI PADA KONSUMEN PENGGUNA APLIKASI SHOPEE DI KOTA MALANG). Undergraduate thesis, Universitas Muhammadiyah Malang.

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Abstract

The purpose of this research to test and analyze the effect of gamification on brand engagement, gamification on brand loyalty, brand engagement on brand loyalty, and gamification on brand loyalty through brand engagement as an intermediary variable. The sample used was 130 respondents who used the Shopee application game. The type of data used in this research uses quantitative data and the data source is primary data. The data analysis technique used is path analysis. The results of this study indicate that gamification has an effect on brand engagement, gamification has an effect on brand loyalty, brand engagement has an effect on brand loyalty, and gamification has an effect on brand loyalty through brand engagement as an intermediary variable.

Item Type: Thesis (Undergraduate)
Student ID: 201910160311263
Keywords: Gamification, Brand Loyalty, Brand Engagement
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics and Business > Department of Management (61201)
Depositing User: 201910160311263 juwitasalsabilah263
Date Deposited: 07 Nov 2023 02:01
Last Modified: 07 Nov 2023 02:01
URI: https://eprints.umm.ac.id/id/eprint/614

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