Meirina, Filda Dwi (2029) Analisis Penerimaan Pengguna Gamifikasi Lazada Menggunakan Modified Technology Acceptance Model (TAM). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid growth of e-commerce has encouraged companies to introduce innovations such as gamification to enhance user engagement. Lazada has implemented various gamification features, including points, rewards, levels, and daily missions; however, user acceptance of these features remains suboptimal. This study aims to analyze user acceptance of gamification in the Lazada application using the Modified Technology Acceptance Model (TAM), which includes seven variables: Gamification, Flow Experience, Perceived Ease of Use, Perceived Usefulness, Attitude, Continued Use Intention, and Intention to Spread Word of Mouth. This research adopts a quantitative approach using a survey method involving 420 respondents who are users of Lazada gamification features in Indonesia, selected through purposive sampling. Data processing and analysis were conducted using the PLS-SEM approach with SmartPLS. The results indicate that all proposed hypotheses are accepted. Gamification significantly influences flow experience, perceived ease of use, and perceived usefulness. Furthermore, flow experience significantly affects perceived ease of use and perceived usefulness. Both perceived ease of use and perceived usefulness significantly influence attitude, which in turn affects continued use intention and intention to spread word of mouth. Therefore, gamification in the Lazada application is well accepted by users.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | T Technology > T Technology (General) > T58.6-58.62 Management Information Systems | ||||||||||||
| Divisions: | Faculty of Computer Science > Departemen of Information Systems | ||||||||||||
| Depositing User: | Filda Dwi Meirina | ||||||||||||
| Date Deposited: | 25 May 2026 03:15 | ||||||||||||
| Last Modified: | 25 May 2026 03:15 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52255 |
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