Analisis Gamification Sebagai Media Pemasaran Terhadap EWOM, Positive Emotion, & Repurchase Intention (Pada Aplikasi

  • Hendy Chrisnathaniel S.Ab
  • Sri Hartini Universitas Airlangga
  • Sari Puji Rahayu Universitas Airlangga
Abstract views: 1448 , pdf downloads: 1493
Keywords: EWOM, Positive Emotion, Repurchase Intentions, Loyalty Program, StartUp


This study aims to explore the influence of gamification as a marketing media for EWOM, positive emotion, and repurchase intention. Researchers emphasize on Shopee as one of the e-commerce that is first ranked with the number of monthly web visitors, and first ranked on the Appstore and Playstore in Indonesia. This study uses a questionnaire distributed online to 170 respondents, with criteria as the "Y" generation, and has used Shopee and has the experience to use the loyalty games program of the application. The results of this study were further processed and analyzed with the Structural Equation Modeling (SEM) statistical technique with the smartPLS 3.0 program. The results showed that gamification had a positive effect on positive emotion, repurchase intentions, and electronic word of mouth (EWOM). Then positive emotion has a positive effect on repurchase intentions and electronic word of mouth (EWOM).


Download data is not yet available.


Abdul Rahman, M. H., Ismail Yusuf Panessai, I., Mohd Noor, N. A. Z., & Mat Salleh, N. S. (2018). Gamification Elements and Their Impacts on Teaching and Learning – a Review. The International Journal of Multimedia & Its Applications, 10(06), 37–46.

Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184–206.

Belch, E. George, Belch, A. M. (2003). Communications Integrated Marketing. In McGraw- Hill. New York.

Burns, A. C., & Ronald F. Bush. (1958). Marketing research. Aslib Proceedings, 10(11), 283– 293.

Hartini, S., Mardhiyah, D., & Sukaris, S. (2020). Determinant of E-WOM : Popularity Destination , Value and Conspicuous Tendency regarding Adventure Tourism. International Journal of Innovation, Creativity and Change, 11(1), 539–560.

Hawkins & Mothersbaugh. (2016). Consumer Behavior:Building Marketing Strategy.

Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention. In European Journal of Marketing (Vol. 37).

Hill, C. L. M., & Updegraff, J. A. (2012). Mindfulness and its relationship to emotional regulation. Emotion, 12(1), 81–90.

Hofacker, C. F., de Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and Mobile Marketing Effectiveness. Journal of Interactive Marketing, 34(July), 25–36. (2020). Peta E‑Commerce Indonesia. Retrieved April 29, 2020, from mapofecommerce/ website:

Joseph F. Hair, J., Black, W. C., J.Babin, B., & Anderson, R. E. (2017). Multivariate Data Analysis (MVDA). In Pharmaceutical Quality by Design: A Practical Approach.

Joseph F. Hair, J., Hult, G. T. M., Ringle, C. M., & Marko Sastedt. (2013). A Primer on Partial Least Squares Structural Equation Modeling. In Long Range Planning (Vol. 46).

Kang, J. H., & Jin, B. (2015). Positive Consumption Emotion to Purchase Intention Cross- Cultural Evidence from China and India. 655–658. 10912-1_210

Kitchathorn, P. (2006). Factor Influencing Customer Repurchase Intention : An Investigation of Switching Barriers that Influence the Relationship between Satisfaction and Repurchase Intention in the Low Cost airlines Industry in Thailand. 1–22.

Kotler, P., & Keller, K. L. (2016). Marketing Management Global Edition (Vol. 15E).

Laudon, K. C., & Laudon, J. P. (2014). Management Information Systems Managing The digital Firm Thirteen Edition Global Edition (SIB) (13TH EDITI; S. Wall, B. Horan, &

A. Bradbury, Eds.). Pearson Education Limited.

Lazzaro, N. (2004). Why We Play Games: Four Keys to More Emotion Without Story. Game Developer Conference (GDC), 1–8.

Morissan. (2012). Buku Metode Penelitian Survei. Jakarta: Prenadamedia Group.

Notoadmojo, S. (2010). Metodologi Penelitian Kesehatan (Buku). Jakarta: Rineka Cipta.

Oblinger, D. G., & Oblinger, J. L. (2005). Is it Age or IT: First Steps Toward Understanding the Net Generation. In D.G. Oblinger und J.L. Oblinger (Hrsg.), Educating the Net Generation. (S. 2.1-2.20). Educating the Net Generation, 2(1-2), 20. Retrieved from age-or-it-first-steps-toward-understanding-net-generation

Oliver, R. L. (2003). Satisfication : A Behavioral Perspective on the Consumer.

Sears, A., & Jacko, J. A. (2008). The Human-Computer Interaction Handbook : Fundamentals, Evolving Technologies, and Emerging Applications. Human Factors and Ergonomics.

Serra-Cantallops, A., Ramon-Cardona, J., & Salvi, F. (2018). The impact of positive emotional experiences on eWOM generation and loyalty. Spanish Journal of Marketing - ESIC, 22(2), 142–162.

Wang, L., Gunasti, K., Gopal, R., Shankar, R., & Pancras, J. (2017). The Impact of Gamification on Word-of-Mouth Effectiveness: Evidence from Foursquare. Proceedings of the 50th Hawaii International Conference on System Sciences (2017), 743–752.

Yang, Y., Asaad, Y., & Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, 459–469.

Zikmund, W. G., J.Babin, B., C.Carr, J., & Mitch Griffin. (2013). Business Research Method, 9th edition. 417.

PlumX Metrics

How to Cite
Chrisnathaniel, H., Hartini, S., & Rahayu, S. P. (2021). Analisis Gamification Sebagai Media Pemasaran Terhadap EWOM, Positive Emotion, & Repurchase Intention (Pada Aplikasi JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS, 6(1), 15 - 32.