PENGARUH GAMIFICATION DAN PERCEIVED ENJOYMENT TERHADAP REPURCHASE INTENTION PADA PENGGUNA APLIKASI MOBILE SHOPEE MAHASISWA FEB UNESA

THE EFFECT OF GAMIFICATION AND PERCEIVED ENJOYMENT ON REPURCHASE INTENTION ON MOBILE SHOPEE APPLICATION USERS FEB UNESA STUDENTS

Teknologi kini semakin berkembang pesat dengan bertambahnya kegunaan internet untuk melaksanakan transaksi jual beli melalui marketplace. Shopee menduduki peringkat kedua marketplace dengan jumlah kunjungan bulanan sebanyak 117 juta. Tujuan pada penelitian ini untuk mengetahui adanya pengaruh gamification dan perceived enjoyment terhadap repurchase intention pada pengguna aplikasi mobile shopee. Populasi penelitian merupakan mahasiswa aktif FEB Universitas Negeri Surabaya dengan jumlah 97 responden. Penelitian kuantitatif dipilih dapalam penelitian ini dengan metode nonprobability sampling dan teknik purposive sampling. Hasil yang diperoleh dalam penelitian menunjukkan pengaruh yang positif dan signifikan antara gamification dan perceived enjoyment terhadap repurchase intention pada pengguna mobile aplikasi shopee mahasiswa FEB Unesa.

Technology is now  growing rapidly with the increasing use of the internet to carry out buying and selling transactions through the marketplace. Shopee is ranked second in the marketplace with 117 million monthly visits. The purpose of this study was to determine the effect of gamification and perceived enjoyment on repurchase intentions in shopee mobile application users mobile shopee. The research population is active student of FEB Surabaya State University with a total of 97 respondents. Quantitative research was chosen in this study using non-probability sampling methods and purposive sampling techniques.  The results obtained in this study indicate a positive and significant effect between gamification and perceived enjoyment on repurchase intention on mobile application users of  FEB Unesa student shopee applications.