Pengaruh Gamifikasi terhadap Program Loyalitas pada Platform Tokopedia Indonesia
Keywords:
Loyalty Program, Tokopedia, GamificationAbstract
The research objective is to develop a conceptual model for evaluating the determinant factors of loyalty program in Tokopedia. The data collection method is literature search. The authors search the literature in Google Scholar using relevant keywords. The authors use e-commerce development in Indonesia, government role in e-commerce development, user behavior, Indonesia e-commerce statistic, gamification, loyalty program as keywords. The authors found and used 45 articles that related with the antecedent of Tokopedia loyalty program. The antecedent of tokopedia loyalty program are gamified loyalty program, reward attractiveness, affective commitment. The mediating variable are playfulness, and attitude toward LP. The dependent variable is loyalty program.
References
[1] Merchant Machine, “Saturated Sectors: Finding Gaps In The Ecommerce Market In 2019,” 2019. [Online]. Available: https://merchantmachine.co.uk/saturated-sectors/. [Accessed: 20-Jul-2019].
[2] Databoks, “Indonesia Jadi Negara dengan Pertumbuhan E-Commerce Tercepat di Dunia | Databoks,” 2019. [Online]. Available: https://databoks.katadata.co.id/datapublish/2019/04/25/indonesia-jadi-negara-dengan-pertumbuhan-e-commerce-tercepat-di-dunia. [Accessed: 20-Jul-2019].
[3] Databoks, “Ini e-Commerce Indonesia Paling Diminati pada Triwulan IV 2018 | Databoks,” 2019. [Online]. Available: https://databoks.katadata.co.id/datapublish/2019/01/31/ini-e-commerce-indonesia-paling-diminati-pada-triwulan-iv-2018. [Accessed: 20-Jul-2019].
[4]
[5] B. Vatterott, P. Wibowo, and S. Wintels, “The Digital Archipelago: How Online Commerce is driving Indonesia’s economic development,” 2018.
[6] ipsos, “E-Commerce Consumer Outlook 2018,” 2018.
[7] I. Lukito, “Tantangan Hukum dan Peran Pemerintah dalam Pembangunan e-Commerce,” J. Ilm. Kebijak. Huk., 2017.
[8] K. M. Kapp, “Games, gamification, and the quest for learner engagement,” T D, 2012.
[9] A. García-Jurado, P. Castro-González, M. Torres-Jiménez, and A. L. Leal-Rodríguez, “Evaluating the role of gamification and flow in e-consumers: millennials versus generation X,” Kybernetes, 2019.
[10] S. Deterding, D. Dixon, R. Khaled, and L. E. Nacke, “From Game Design Elements to Gamefulness: Defining “Gamification",” in MindTrek’11, 2011.
[11] J. Hwang and L. Choi, “Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty,” Journal of Business Research, 2019.
[12] L. F. Rodrigues, A. Oliveira, and H. Rodrigues, “Main gamification concepts: A systematic mapping study,” Heliyon, 2019.
[13] K. L. Hsiao and C. C. Chen, “What drives in-app purchase intention for mobile games? An examination of perceived values and loyalty,” Electron. Commer. Res. Appl., 2016.
[14] J. W. Moon and Y. G. Kim, “Extending the TAM for a World-Wide-Web context,” Inf. Manag., 2001.
[15] T. Ahn, S. Ryu, and I. Han, “The impact of Web quality and playfulness on user acceptance of online retailing,” Inf. Manag., 2007.
[16] J. V. Bittner and J. Shipper, “Motivational effects and age differences of gamification in product advertising,” J. Consum. Mark., 2014.
[17] H. Evanschitzky, B. Ramaseshan, D. M. Woisetschläger, V. Richelsen, M. Blut, and C. Backhaus, “Consequences of
customer loyalty to the loyalty program and to the company,” J. Acad. Mark. Sci., 2012.
[18] J. Hamari, J. Koivisto, and H. Sarsa, “Does gamification work? - A literature review of empirical studies on gamification,” in Proceedings of the Annual Hawaii International Conference on System Sciences, 2014.
[19] H. H. Chang and S. W. Chen, “Consumer perception of interface quality, security, and loyalty in electronic commerce,” Inf. Manag., 2009.
[20] H. Hsin Chang and S. Wen Chen, “The impact of online store environment cues on purchase intention,” Online Inf. Rev., 2008.
[21] L. Xiao, Y. Zhang, and B. Fu, “Exploring the moderators and causal process of trust transfer in online-to-offline commerce,” J. Bus. Res., 2019.
[22] I. Ben Yahia, N. Al-Neama, and L. Kerbache, “Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage,” J. Retail. Consum. Serv., 2018.
[23] A. Stathopoulou and G. Balabanis, “The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers,” J. Bus. Res., 2016.
[24] R. Bachmann, A. Zaheer, B. McEvily, and A. Zaheer, “Does Trust Still Matter? Research on the Role of Trust in Inter-Organizational Exchange,” in Handbook of Trust Research, 2013.
[25] J. T. So, T. Danaher, and S. Gupta, “What do customers get and give in return for loyalty program membership?,” Australas. Mark. J., 2015.
[26] L. Steinhoff and R. W. Palmatier, “Understanding loyalty program effectiveness: managing target and bystander effects,” J. Acad. Mark. Sci., 2016.
[27] R. Eppmann, M. Bekk, and K. Klein, “Gameful Experience in Gamification: Construction and Validation of a Gameful Experience Scale [GAMEX],” J. Interact. Mark., 2018.
[2] Databoks, “Indonesia Jadi Negara dengan Pertumbuhan E-Commerce Tercepat di Dunia | Databoks,” 2019. [Online]. Available: https://databoks.katadata.co.id/datapublish/2019/04/25/indonesia-jadi-negara-dengan-pertumbuhan-e-commerce-tercepat-di-dunia. [Accessed: 20-Jul-2019].
[3] Databoks, “Ini e-Commerce Indonesia Paling Diminati pada Triwulan IV 2018 | Databoks,” 2019. [Online]. Available: https://databoks.katadata.co.id/datapublish/2019/01/31/ini-e-commerce-indonesia-paling-diminati-pada-triwulan-iv-2018. [Accessed: 20-Jul-2019].
[4]
[5] B. Vatterott, P. Wibowo, and S. Wintels, “The Digital Archipelago: How Online Commerce is driving Indonesia’s economic development,” 2018.
[6] ipsos, “E-Commerce Consumer Outlook 2018,” 2018.
[7] I. Lukito, “Tantangan Hukum dan Peran Pemerintah dalam Pembangunan e-Commerce,” J. Ilm. Kebijak. Huk., 2017.
[8] K. M. Kapp, “Games, gamification, and the quest for learner engagement,” T D, 2012.
[9] A. García-Jurado, P. Castro-González, M. Torres-Jiménez, and A. L. Leal-Rodríguez, “Evaluating the role of gamification and flow in e-consumers: millennials versus generation X,” Kybernetes, 2019.
[10] S. Deterding, D. Dixon, R. Khaled, and L. E. Nacke, “From Game Design Elements to Gamefulness: Defining “Gamification",” in MindTrek’11, 2011.
[11] J. Hwang and L. Choi, “Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty,” Journal of Business Research, 2019.
[12] L. F. Rodrigues, A. Oliveira, and H. Rodrigues, “Main gamification concepts: A systematic mapping study,” Heliyon, 2019.
[13] K. L. Hsiao and C. C. Chen, “What drives in-app purchase intention for mobile games? An examination of perceived values and loyalty,” Electron. Commer. Res. Appl., 2016.
[14] J. W. Moon and Y. G. Kim, “Extending the TAM for a World-Wide-Web context,” Inf. Manag., 2001.
[15] T. Ahn, S. Ryu, and I. Han, “The impact of Web quality and playfulness on user acceptance of online retailing,” Inf. Manag., 2007.
[16] J. V. Bittner and J. Shipper, “Motivational effects and age differences of gamification in product advertising,” J. Consum. Mark., 2014.
[17] H. Evanschitzky, B. Ramaseshan, D. M. Woisetschläger, V. Richelsen, M. Blut, and C. Backhaus, “Consequences of
customer loyalty to the loyalty program and to the company,” J. Acad. Mark. Sci., 2012.
[18] J. Hamari, J. Koivisto, and H. Sarsa, “Does gamification work? - A literature review of empirical studies on gamification,” in Proceedings of the Annual Hawaii International Conference on System Sciences, 2014.
[19] H. H. Chang and S. W. Chen, “Consumer perception of interface quality, security, and loyalty in electronic commerce,” Inf. Manag., 2009.
[20] H. Hsin Chang and S. Wen Chen, “The impact of online store environment cues on purchase intention,” Online Inf. Rev., 2008.
[21] L. Xiao, Y. Zhang, and B. Fu, “Exploring the moderators and causal process of trust transfer in online-to-offline commerce,” J. Bus. Res., 2019.
[22] I. Ben Yahia, N. Al-Neama, and L. Kerbache, “Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage,” J. Retail. Consum. Serv., 2018.
[23] A. Stathopoulou and G. Balabanis, “The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers,” J. Bus. Res., 2016.
[24] R. Bachmann, A. Zaheer, B. McEvily, and A. Zaheer, “Does Trust Still Matter? Research on the Role of Trust in Inter-Organizational Exchange,” in Handbook of Trust Research, 2013.
[25] J. T. So, T. Danaher, and S. Gupta, “What do customers get and give in return for loyalty program membership?,” Australas. Mark. J., 2015.
[26] L. Steinhoff and R. W. Palmatier, “Understanding loyalty program effectiveness: managing target and bystander effects,” J. Acad. Mark. Sci., 2016.
[27] R. Eppmann, M. Bekk, and K. Klein, “Gameful Experience in Gamification: Construction and Validation of a Gameful Experience Scale [GAMEX],” J. Interact. Mark., 2018.
Downloads
Published
2019-10-26
How to Cite
Hardianto, T., Sundjaja, A. M., Yuli, Y., & Savina, G. (2019). Pengaruh Gamifikasi terhadap Program Loyalitas pada Platform Tokopedia Indonesia. Prosiding SISFOTEK, 3(1), 28 - 31. Retrieved from http://seminar.iaii.or.id/index.php/SISFOTEK/article/view/99
Issue
Section
3. Data dan Diseminasi Informasi
License
http://creativecommons.org/licenses/by/4.0
