Apjii, T. I. M. (2018). Potret zaman now pengguna dan perilaku internet Indonesia. Buletin APJII, 1–7.
Bakti, C. P., & Safitri, N. E. (2017). Peran bimbingan dan konseling untuk menghadapi generasi Z dalam perspektif bimbingan dan konseling perkembangan. Jurnal Konseling GUSJIGANG, 3(1).
Barlow, R. (1996). Agencies to consumers: Can we relate. Brandweek, 37(41), 40–42.
Brynjolfsson, E., & Smith, M. D. (2000). Frictionless commerce? A comparison of Internet and conventional retailers. Management Science, 46(4), 563–585.
Das, K. (2018). The digital archipelago: How online commerce is driving Indonesia’s economic development. McKinsey.
Deny, S. (2016). BPS: jumlah e-commerce di Indonesia capai 26, 2 juta. Retrieved from Liputan, 6.
Ghozali, I. (2011). Model Persamaan Stuktural Konsep Aplikasi Dengan Program AMOS 22.0. Semarang: Penerbit Universitas Diponegoro.
Hair, J. F. (n.d.). Anderson, RE, Tatham, RL, & Black, WC (1995). Multivariate data analysis (4* ed.). Englewood Cliffs, NJ: Prentice Hall.
Harris, E. (2000). Recognize, Reward, Reap the Benefits. Sales & Marketing Management, 152(9), 109.
Hartmann, T., & Klimmt, C. (2006). Gender and computer games: Exploring females’ dislikes. Journal of Computer-Mediated Communication, 11(4), 910–931.
Hofacker, C. F., De Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and mobile marketing effectiveness. Journal of Interactive Marketing, 34, 25–36.
Huotari, K., & Hamari, J. (2017). A definition for gamification: anchoring gamification in the service marketing literature. Electronic Markets, 27(1), 21–31.
Hwang, J., & Choi, L. (2020). Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty. Journal of Business Research, 106, 365–376.
Jary, D., & Jary, J. (1991). HarperCollins dictionary of sociology. HarperPerennial.
Kardianawati, A., Haryanto, H., & Rosyidah, U. (2016). Penerapan Konsep Gamifikasi Appreciative pada E-Marketplace UMKM. Techno. Com, 15(4), 343–351.
Keh, H. T., & Lee, Y. H. (2006). Do reward programs build loyalty for services?: The moderating effect of satisfaction on type and timing of rewards. Journal of Retailing, 82(2), 127–136.
Kim, H.-Y., Lee, J. Y., Choi, D., Wu, J., & Johnson, K. K. P. (2013). Perceived benefits of retail loyalty programs: Their effects on program loyalty and customer loyalty. Journal of Relationship Marketing, 12(2), 95–113.
Kim, K., & Ahn, S. J. (2017). Rewards that undermine customer loyalty? A motivational approach to loyalty programs. Psychology & Marketing, 34(9), 842–852.
Liana, L. (2009). Penggunaan MRA dengan SPSS untuk menguji pengaruh variabel moderating terhadap hubungan antara variabel independen dan variabel dependen. Dinamik, 14(2).
Moore, B., Akib, K., & Sugden, S. (2018). E-commerce in Indonesia: A guide for Australian Business. Australian Trade and Investment Commission (Austrade).
Nakamura, R., & Wirman, H. (2005). Girlish counter-playing tactics. Game Studies, 5(1), 10.
Park, S., Chung, N., & Woo, S. (2013). Do reward programs build loyalty to restaurants? The moderating effect of long‐term orientation on the timing and types of rewards. Managing Service Quality: An International Journal.
Pearson, A., Tadisina, S., & Griffin, C. (2012). The role of e-service quality and information quality in creating perceived value: antecedents to web site loyalty. Information Systems Management, 29(3), 201–215.
Pihlström, M., & Brush, G. J. (2008). Comparing the perceived value of information and entertainment mobile services. Psychology & Marketing, 25(8), 732–755.
Rehnen, L.-M., Bartsch, S., Kull, M., & Meyer, A. (2017). Exploring the impact of rewarded social media engagement in loyalty programs. Journal of Service Management.
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quarterly, 157–178.
Williams, D., Yee, N., & Caplan, S. E. (2008). Who plays, how much, and why? Debunking the stereotypical gamer profile. Journal of Computer-Mediated Communication, 13(4), 993–1018.
Yang, Y., Asaad, Y., & Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, 459–469.
Yee, N. (2006). Motivations for play in online games. CyberPsychology & Behavior, 9(6), 772–775.
- Abstract viewed - 2128 times
- PDF downloaded - 1518 times
Affiliations
Anita Mustikasari
Yogyakarta State University
Theresia Fitri Fidia Fista
Affiliation not stated
Tony Wijaya
Affiliation not stated
Wardana Wardana
Affiliation not stated
How to Cite
The Influence of Gamification and Rewards on Customer Loyalty in Z Generation with Moderating Role of Gender (Case Study on the Shopee Marketplace)
Vol 11 No 2 (2022): Management Analysis Journal
Submitted: Jun 3, 2022
Published: Jun 30, 2022
Abstract
This study was conducted to determine the effect of gamification and rewards on customer loyalty in Generation Z, moderated by gender. This research uses a quantitative survey method. The sampling technique that the writer uses is purposive sampling with a total sample of 150 respondents. The data collected in this study used an online questionnaire technique, and the data analysis technique was Linear Regression and Moderated Regression Analysis. The results of this study indicate that: (1) Gamification has a positive influence on customer loyalty, (2) The higher the effect of rewards will have a positive effect on customer loyalty, (3) Gamification and rewards each have a positive influence on customer loyalty, (4) There is a positive effect of gender, namely, strengthening the effect of gamification on customer loyalty. It regards the value of the regression coefficient on the interaction between gamification and gender, which has a value of 0.085. (5) There is a negative effect of gender in weakening the effect of rewards on customer loyalty. It regards the value by the value of the regression coefficient on the interaction between rewards and gender, which has a value of -0.076. Therefore, in making gamification, gender can be considered so that the gamification made can be by the wishes of consumers.