Analisis Pengaruh Gamifikasi Terhadap Niat Pembelian Pada Platform On Demand Service

Gamifikasi digambarkan sebagai penerapan elemen game ke dalam lingkungan non-game untuk memungkinkan pengalaman seperti game. Popularitas gamifikasi telah meningkat secara signifikan selama bertahun-tahun, seperti yang terlihat dengan meningkatnya jumlah aplikasi. Fenomena gamifikasi pada on demand service platform masih membutuhkan teori dan kajian untuk melengkapi penjelasannya. Penelitian ini memperluas ruang lingkup penelitian dalam gamifikasi dengan berfokus pada sektor on demand service platform, bidang yang penelitian ilmiahnya masih sangat minim. Tujuan dari penelitian ini adalah untuk mengeksplorasi pengaruh mekanisme gamifikasi terhadap niat beli pengguna. Penelitian akan mengembangkan model teoretis dari Technology Acceptance Model. Model diperluas dengan menggabungkan elemen gamifikasi (poin, level, dan reward) dan kepuasan serta engagement. Analisis data dilakukan menggunakan structural equation modeling untuk mengetahui sejauh mana model teoritis yang ada didukung oleh data sampel. Hasil penelitian ini diharapkan berupa pengembangan model teoretis dari Technology Acceptance Model serta analisis model. Selain itu, penelitian ini diharapkan dapat memberikan kontribusi terhadap penelitian di bidang gamifikasi. ====================================================================================================================================== Gamification is described as the application of game elements into a non-game environment to enable a game-like experience. The popularity of gamification has increased significantly over the years, as seen by the increasing number of applications. The phenomenon of gamification on the on demand service platform still requires theory and study to complete the explanation. This study expands the scope of research in gamification by focusing on the on-demand service platform sector, a field where scientific research is still very minimal. The purpose of this study was to explore the effect of the gamification mechanism on users' purchase intentions. The research will develop a theoretical model of the Technology Acceptance Model. The model is expanded by combining elements of gamification (points, levels, and rewards) and satisfaction and engagement. Data analysis was carried out using structural equation modeling to determine the extent to which the existing theoretical model was supported by the sample data. The results of this study are expected to be in the form of developing a theoretical model from the Technology Acceptance Model and model analysis. In addition, this research is expected to contribute to research in the field of gamification