Sari, Yunita (2025) Analisis Repurchase Intention Berdasarkan Gamification Marketing dan User Friendliness Pada Platform E-Commerce Shopee (Studi Pada Generasi Z di Kabupaten Gresik). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study originates from the rapid growth of e-commerce, which increasingly adopts digital strategies to maintain customer loyalty. One of the most engaging strategies is gamification marketing, as implemented by Shopee through features such as Shopee Tanam, Shopee Candy, and Shopee Capit, which aim to enhance customer engagement. Additionally, user friendliness plays a crucial role in encouraging consumers to make repeat purchases. Therefore, this study aims to analyze the influence of gamification marketing and user friendliness on repurchase intention among Generation Z users of Shopee in Gresik Regency. This research employs a quantitative approach with purposive sampling techniques. The sample consists of 100 respondents, who are Generation Z users of Shopee residing in Gresik Regency. Data collection was conducted through questionnaires, and the data analysis was performed using multiple linear regression with the assistance of SPSS 30 software. The results indicate that gamification marketing and user friendliness simultaneously have a significant effect on repurchase intention. Partially, gamification marketing significantly influences repurchase intention, as Shopee’s gamification features enhance customer engagement and encourage repeat purchases. Similarly, user friendliness positively affects repurchase intention by providing users with a seamless and efficient shopping experience. The study concludes that Shopee’s gamification marketing strategy and platform ease of use contribute to increasing customer loyalty among Generation Z in Gresik Regency, thus encouraging repurchase behavior. Therefore, the development of gamification features and improvements in user-friendliness can serve as effective strategies for e-commerce platforms to enhance customer retention. Keywords: Gamification Marketing, User Friendliness, Repurchase Intention, Shopee, Generation Z.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Yunita Sari - | ||||||||
| Date Deposited: | 19 May 2025 02:34 | ||||||||
| Last Modified: | 19 May 2025 02:34 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36317 |
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