Pengaruh Neuromarketing, Gamification dan Customer Value terhadap Repurchase Intention Melalui Purchase Decision di Aplikasi Shopee

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh digital marketing, gamification, dan customer value terhadap repurchase intention melalui purchase decision pada pengguna aplikasi Shopee di Kecamatan Tanjung Morawa. Populasi penelitian ini ialah masyarakat Kecamatan Tanjung Morawa dengan jumlah sampe 100 responden. Metode pengambilan sampel yang digunakan adalah purposive sampling. Analisis data dilakukan melalui PLS-SEM dengan menggunakan program SmartPLS 3.0. Hasil penelitian menunjukkan bahwa secara langsung digital marketing, gamification, dan customer value berpengaruh positif dan signifikan terhadap repurchase intention, digital marketing dan gamification berpengaruh positif dan signifikan terhadap purchase decision, customer value berpengaruh positif namun tidak signifikan terhadap purchase decision. Kemudian secara tidak langsung digital marketing berpengaruh positif dan signifikan terhadap repurchase intention melalui purchase decision, gamification berpengaruh positif dan signifikan terhadap repurchase intention melalui purchase decision, dan customer value berpengaruh positif dan signifikan terhadap repurchase intention melalui purchase decision. The purpose of this study is to determine the influence of digital marketing, gamification, and customer value on repurchase intention through purchase decision on Shopee application users in Tanjung Morawa District. The population of this study is the people of Tanjung Morawa district with a sample of 100 respondents. The sampling method used is purposive sampling. Data analysis was carried out through PLS-SEM using the SmartPLS 3.0 program. The results of the study show that directly of the study show that directly digital marketing, gamification, and customer value have a positive and significant effect on repurchase intention. digital marketing and gamification have a positive and significant effect on purchase decision, customer value has a positive but not significant effect on purchase decision. Then indirectly digital marketing has a positive and significant effect on repurchase intention through purchase decision, gamification has a positive and significant effect on repurchase intention through purchase decision, customer value has a positive and significant effect on repurchase intention through purchase decision.