PENGARUH MEDIA GAMIFIKASI TERHADAP KEPUTUSAN PEMBELIAN PRODUK MELALUI MARKETPLACE SHOPEE (Studi Pada Mahasiswi Ilmu Komunikasi Angkatan 2016 Universitas Muhammadiyah Malang)

Technological developments from time to time have progressed rapidly, this is evidenced by the growth of existing marketplace application on online technology. Throught this research, researchers will discuss about sales promotion media, namely gamification and its effects on decision to purchase products throught the Shopee. Purpose of this research is to determine the effect of gamification on purchasing decisions product throught the Shopee. The research concept used consists of game elements of Kevin Werbach as variable X, concept product purchase decisions based on the stages of the decision process purchase and AIDDA theory as an explanation for the effect of variable X and variable Y. This study uses a quantitative approach with the object of research as many as 55 respondents of Communication Science students batch 2016 University of Muhammadiyah Malang. Methods of data collection using a questionnaire and literature review. Obtained a significance value of 0.00 and this value is less of the predetermined significant value, namely 0.05, which means there is a influence significantly between the gamification media of product purchase decisions throught the shopee. The coefficient of determination test result, obtained a value of 0.276 or 27.6%. This means that the gamification media variable is only able to contribute amounted to 27.6% of the product purchase decision variable and the rest, namely 72.4% explained by other aspect besides the gamification media variable