Rabiah H.M, Arbi Siti and Prof. Dr. Margono Setiawan, SE., SU and Prof. Dr. Drs. Fatchur Rohman, , M.Si., CSM., CMA and Dr. Mugiono, SE., MM., CMA (2024) Analisis Pengaruh Hedonic Motivation dan Social Influence terhadap Behavioral Intention dengan Gamification Mobile Shopping sebagai Mediasi dan Education Level sebagai Moderasi (Studi pada Pelanggan Pelajar Shopee Mobile Shopping di Daerah Khusus Ibukota Jakarta). Doktor thesis, Universitas Brawijaya.
Abstract
Peningkatan signifikan penggunaan mobile shopping di Indonesia terjadi pada masa pandemi dan new normal. Shopee, salah satu aplikasi belanja seluler terkemuka di Indonesia, berusaha mempertahankan posisinya. Salah satu upayanya adalah dengan meluncurkan Shopee Games. Keputusan tersebut menarik perhatian peneliti, yaitu memahami niat perilaku pengguna aplikasi Shopee. Oleh karena itu, penelitian ini menguji pengaruh nilai-nilai Hedonic Motivation, Social Influence, Gamification Mobile Shopping, dan Education Level terhadap Behavioral Intention konsumen mahasiswa pengguna mobile shopping Shopee dan Shopee Games. Data penelitian kuantitatif ini diperoleh melalui survei online dan offline terhadap pelanggan di Daerah Khusus Ibukota Jakarta, Indonesia, yang menggunakan aplikasi Shopee dan Shopee Games. Penelitian ini menggunakan 400 orang sebagai responden. Pemodelan persamaan struktural-parsial digunakan pada SmartPLS versi 4 sebagai persamaan pemodelan struktural untuk menguji hipotesis. Penelitian ini menemukan bahwa nilai Hedonic Motivation, Social Influence, Gamification Mobile Shopping, dan Education Level berpengaruh positif dan signifikan terhadap Behavioral Intention. Selanjutnya pentingnya Hedonic Motivation dan Social Influence mempunyai pengaruh positif dan signifikan terhadap nilai Gamification Mobile Shopping sebagai mediasi. Kemudian, Education Level sebagai moderator berpengaruh positif signifikan terhadap pentingnya Social Influence terhadap Behavioral Intention mobile shopping Shopee. Temuannya adalah Behavioral Intention konsumen mahasiswa mobile shopping Shopee di Jakarta dipengaruhi oleh Hedonic Motivation, Social Influence, Gamification Mobile Shopping, dan Education Level.
English Abstract
The significant increase in the use of mobile shopping in Indonesia has taken place during the pandemic and new normal periods. Shopee, one of the leading mobile shopping applications in Indonesia, is trying to maintain its position. One of its efforts is by launching Shopee Games. Such decisions have attracted the attention of researchers, which is understanding the behavioral intentions of Shopee application users. Therefore, this research examines the influence of the values of hedonic motivation, social influence, gamification of mobile shopping, and education level on the behavioral intention of higher education student customers toward Shopee mobile shopping and Shopee Games. The data of this quantitative research was obtained via online and offline surveys on the said customers in the Special Capital Region of Jakarta, Indonesia, who use Shopee and Shopee Games applications. Using 400 people were selected as the respondents. The structural-partial equation modeling was used in SmartPLS version 4 as the structural modeling equation to test the hypotheses. This research finds that the values of hedonic motivation, social influence, gamification, and education level have positive and significant effects on behavioral intention. Furthermore, the importance of hedonic motivation and social influence has a positive and significant impact on the value of gamification as a mediator. Then, education level as the moderator has a significant positive effect on the importance of social influence on the behavioral intention of Shopee mobile shopping users. The finding is that the behavioral intention of Shopee mobile shopping users in Jakarta is influenced by hedonic motivation, social influence, gamification, and education level.
| Item Type: | Thesis (Doktor) |
|---|---|
| Identification Number: | 0624020026 |
| Uncontrolled Keywords: | Behavioral Intention, Hedonic Motivation, Social Influence, Gamification Mobile Shopping, dan Education Level. |
| Divisions: | S2/S3 > Doktor Ilmu Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 11 Nov 2024 02:54 |
| Last Modified: | 11 Nov 2024 02:54 |
| URI: | http://repository.ub.ac.id/id/eprint/232202 |
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