Ginting, Loise Aurora Rehmuliana (2019) The Influenceofhedonic And Utilitarian Motives On Customer Engagement Of Mytelkomsel Gamified Application (A Study Of Mytelkomsel Application Potential Customers’ In Malang City). Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan pemasaran telah membuat perubahan besar dalam kehidupan semua orang. Karena perkembangan teknologi juga banyak dilakukan karena perubahan gaya hidup ini, maka, salah satu strategi pemasaran telah muncul, yaitu gamifikasi. Aplikasi MyTelkomsel hadir sebagai aplikasi gamifikasi yang dapat memenuhi kebutuhan motif pelanggannya, dan akan mendorong pelanggan untuk terlibat dalam aplikasi tersebut. Motivasi yang dibahas adalah motivasi hedonis dan motivasi utilitarian. Penelitian ini bertujuan untuk menguji pengaruh motivasi hedonis, dan motivasi utilitarian terhadap keterlibatan pelanggan. Sampel dari 180 orang yang pernah menggunakan aplikasi My Telkomsel dikumpulkan di Malang dengan menggunakan random sampling dan kuesioner berbasis survei.Data penelitian ini menggunakan uji validitas, realibilitas, serta uji asumsi klasik. Analisa data menggunakan regresi linear berganda yang berbasis SPSS. Hasil dari motif hedonis dan motif utilitarian, keduanya memiliki pengaruh signifikan terhadap keterlibatan pelanggan melalui aplikasi MyTelkomsel.
English Abstract
The development of marketing has made a huge changes in everyone‘s live. Also, technology development happens because of lifestyle changes in society, so this causes an emerging marketing strategy called gamification.MyTelkomsel app comes as a gamified application that can meet the needs of its customers' motives and will encourage customers to be engaged in the application.The motives discussed are hedonic motives and utilitarian motives.This study aims to examine the influence of hedonic motivesand utilitarian motives to customer engagement. In this research, the researcher uses a sample of 180 people who had ever used MyTelkomsel app,andthey were collected in Malang by random sampling and a survey-based questionnaire. The research data use validity, reliability, and standard assumption tests. Data analysis was done using SPSS based multiple linearregression.In conclusion, this research reveals that hedonic motives and utilitarian motiveshave a significant influence on customer engagement through MyTelkomsel app
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/545/051908132 |
| Uncontrolled Keywords: | Motivasi Hedonis, Motivasi Utilitarian, Keterlibatan Pelanggan, Aplikasi MyTelkomsel, Hedonic Motives, Utilitarian Motives, Customer Engagement, MyTelkomsel app. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 08 Nov 2020 07:27 |
| Last Modified: | 08 Nov 2020 07:27 |
| URI: | http://repository.ub.ac.id/id/eprint/174234 |
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