PENGARUH PENERAPAN STRATEGI GAMIFIKASI TERHADAP PEMBELIAN ULANG PENGGUNA E-COMMERCE APLIKASI SHOPEE DI PURWOKERTO

Prima Rakhmah, Setyapinanti (2024) PENGARUH PENERAPAN STRATEGI GAMIFIKASI TERHADAP PEMBELIAN ULANG PENGGUNA E-COMMERCE APLIKASI SHOPEE DI PURWOKERTO. Skripsi thesis, UIN Prof. K.H. Saifuddin Zuhri.

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Abstract

The development of technology and the internet attracts many people to use and utilize it. The rapid development of technology and the internet allows users to access anything and anywhere easily, including online shopping. In addition to the convenience of conducting online shopping transactions, e-commerce also provides other features such as games or games that are presented in applications that are made simple so that users have the desire to continue playing them. The purpose of this study is to determine the effect of gamification that can make Shopee e-commerce application users make repeat purchases practically and theoretically using qualitative research methods through direct interviews with sources. It can be concluded that the gamification strategy implemented by Shopee is to provide the Shopee games feature on the platform which is accompanied by a reward after completing the mission in the game. The games in the Shopee games feature which are considered easy and fun create a sense of pleasure and motivate users to revisit and linger through levels or levels in order to get even bigger prizes. Other factors such as security, ease of transactions, friendly and fast service quality, make consumers feel comfortable to keep making repeat purchases on the Shopee application platform.

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