Muhamamd Zidan Tifanno Nurfidausyi and Ir. Yusi Tyroni Mursityo,, S.Kom,. M.AB. and Intan Sartika Eris Maghfiroh,, S.E., M.B.A. (2024) Analisis Pengaruh Mini Games pada Platform E-Commerce Shopee Terhadap Niat Pengguna untuk Berbelanja Secara Online. Sarjana thesis, Universitas Brawijaya.
Abstract
Peningkatan akses internet dan penggunaan smartphone di Indonesia telah mendorong kemajuan teknologi dan ekonomi, khususnya dalam sektor e commerce. Persaingan yang tinggi antar e-commerce di Indonesia mendorong salah satu platform e-commerce terbesar, Shopee, untuk mengimplementasikan dan memanfaatkan gamifikasi melalui fitur Shopee Games dengan tujuan untuk meningkatkan pengalaman pengguna dan mendorong transaksi. Penelitian ini bertujuan untuk menganalisis pengaruh mini games pada platform e-commerce Shopee terhadap niat pengguna untuk berbelanja secara online. Penelitian ini menggunakan pendekatan teori Planned Behavior (TPB) dan mengumpulkan data dari 200 mahasiswa S1 Universitas Brawijaya melalui teknik purposive sampling. Analisis data dilakukan menggunakan metode CB-SEM (Covariance-Based Structural Equation Modeling). Hasil penelitian menunjukkan bahwa hedonic value tidak memiliki pengaruh terhadap sikap penggunaan game. Sebaliknya, utilitarian value, time/effort, dan social value berpengaruh terhadap sikap penggunaan game. Selain itu, sikap terhadap penggunaan game ditemukan memiliki pengaruh terhadap niat berbelanja pengguna.
English Abstract
The increase in internet access and smartphone usage in Indonesia has driven technological and economic advancements, particularly in the e-commerce sector. Shopee, one of the largest e-commerce platforms, has leveraged gamification through Shopee Games to enhance user experience and drive transactions. This study aims to analyze the influence of mini-games on the Shopee e-commerce platform on users' online shopping intentions. This research employs the Theory of Planned Behavior (TPB) approach and collects data from 200 undergraduate students at Brawijaya University using purposive sampling techniques. Data analysis is conducted using the Covariance-Based Structural Equation Modeling (CB-SEM) method. The results show that hedonic value has no effect on the attitude towards using the games. In contrast, utilitarian value, time/effort, and social value have effect on the attitude towards using the games. Additionally, the attitude towards using the games has a impact on users' purchase intentions
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052415 |
| Uncontrolled Keywords: | Theory of Planned Behavior, CB-SEM, E-commmerce, Niat membeli- Theory of Planned Behavior, CB-SEM, E-commmerce, Purchase Intention |
| Divisions: | Fakultas Ilmu Komputer > Sistem Informasi |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 28 Nov 2024 04:51 |
| Last Modified: | 28 Nov 2024 04:51 |
| URI: | http://repository.ub.ac.id/id/eprint/229287 |
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