PERAN NILAI-NILAI GAMIFIKASI DAN SOSIAL TERHADAP ADOPSI E-COMMERCE

Adinda Risky Ammalia; Sumar Sumar

doi:10.23960/jbm.v20i1.2041

Adinda Risky Ammalia Universitas Bangka Belitung
Sumar Sumar Universitas Bangka Belitung

DOI: https://doi.org/10.23960/jbm.v20i1.2041

Keywords: Bahasa Indonesia, Indonesia

Abstract

This study aims to identify the factors that generate social and shopping motivations that lead to favorable attitudes toward e-commerce applications in gamification. The research methodology used primary data from an online questionnaire. A sample of 151 e-commerce application users who play games on e-commerce platforms was collected and analyzed using structural equation modeling. The results showed that exposure to the network through gamification significantly impacts social influence, perception, and mutual benefit. The more a user interacts with other users in the network, the greater his or her participation in the gamification system. Thus, the more extensive the network, the greater the potential for recognition and exposure to more social environments. Recognition and reciprocal benefits were found to have no significant effect on attitudes. This study provides practical recommendations for implementing gamification in e-commerce application platforms. This study provides a better understanding of the application of gamification in e-commerce by examining social interactions within the game and shopping behavior in e-commerce that continuously use the platform.

Keywords: Gamification; Network Exposure; Social Influence; Reciprocal Benefit; Recognition

Abstrak

Tujuan dari penelitian ini adalah untuk mengidentifikasi faktor-faktor yang menciptakan motivasi sosial dan belanja yang mengarah pada sikap positif untuk aplikasi e-commerce dalam konteks gamifikasi. Metodologi penelitian menggunakan data primer dari kuesioner online, 151 pengguna aplikasi e-commerce yang memainkan game di platform e-commerce dikumpulkan sebagai sampel penelitian dan dianalisis menggunakan model persamaan struktural. Hasil penelitian menunjukkan bahwa paparan jaringan melalui gamifikasi berpengaruh secara signifikan terhadap pengaruh sosial, pengakuan dan manfaat timbal balik. Semakin banyak pengguna yang terpapar ke pengguna lain dalam jaringan, mereka akan lebih terlibat dalam sistem gamifikasi. Dengan demikian, ketika jaringan semakin besar, kemungkinan mendapatkan pengakuan dan terpapar lebih sosial di lingkungan juga akan lebih besar. Pengakuan dan manfaat timbal balik tidak ditemukan signifikan mempengaruhi sikap. Penelitian ini memberikan rekomendasi praktis untuk aplikasi e-commerce dalam menerapkan gamifikasi ke dalam platform mereka. Penelitian ini memberikan pemahaman yang lebih baik tentang penerapan gamifikasi di e-commerce dengan mengkaji interaksi sosial dalam game dan perilaku belanja di e-commerce yang terus menggunakan platform tersebut.

Kata Kunci: Gamifikasi; Paparan Jaringan; Pengaruh Sosial; Manfaat Timbal Balik; Pengakuan

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