Pengaruh Content Marketing Shopee Live dan Gamification terhadap Customer Engagement pada Pengguna Shopee di Kecamatan Medan Johor

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh content marketing Shopee live dan gamification terhadap customer engagement pada pengguna Shopee di Kecamatan Medan Johor. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif. Sampel penelitian berjumlah 100 responden, yang diperoleh dengan metode stratified random sampling. Teknik analisis data menggunakan regresi linear berganda dengan bantuan SPSS versi 27. Hasil penelitian menunjukkan bahwa content marketing Shopee live (X1) berpengaruh positif dan signifikan terhadap customer engagement (Y), dibuktikan dengan nilai t-hitung 5,834 > t-tabel 1,984 dan signifikansi 0,000 < 0,05. Gamification (X2) juga berpengaruh positif dan signifikan terhadap customer engagement dengan t-hitung 7,157 > t-tabel 1,984 dan signifikansi 0,000 < 0,05. Uji F menunjukkan bahwa content marketing Shopee live dan gamification secara simultan berpengaruh positif dan signifikan terhadap customer engagement, dengan nilai F-hitung 80,347 > F-tabel 3,09 dan signifikansi 0,000 < 0,05. Hasil uji koefisien determinasi (Adjusted R²) sebesar 0,616 mengindikasikan bahwa 61,6% variabel customer engagement dapat dijelaskan oleh content marketing Shopee live dan gamification, sedangkan sisanya sebesar 38,4% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. This study aims to determine the influence of content marketing Shopee live and gamification on customer engagement among Shopee users in Medan Johor District. The research employed a quantitative method with an associative approach. The sample consisted of 100 respondents selected using stratified random sampling. The data were analyzed using multiple linear regression with the help of SPSS version 27. The results indicate that content marketing Shopee live (X1) has a positive and significant effect on customer engagement (Y), evidenced by a t-value of 5.834 > t-table 1.984 and a significance value of 0.000 < 0.05. Gamification (X2) also has a positive and significant effect on customer engagement with a t-value of 7.157 > t-table 1.984 and a significance value of 0.000 < 0.05. The F-test results show that content marketing Shopee live and gamification simultaneously have a positive and significant effect on customer engagement, with an F-value of 80.347 > F-table 3.09 and a significance value of 0.000 < 0.05. The coefficient of determination (Adjusted R²) is 0.616, indicating that 61.6% of the variation in customer engagement is explained by content marketing Shopee live and gamification, while the remaining 38.4% is influenced by other variables not examined in this study.