| dc.contributor.advisor | Rini, Endang Sulistya | |
| dc.contributor.author | Putri, Regina Ade | |
| dc.date.accessioned | 2025-01-30T03:59:08Z | |
| dc.date.available | 2025-01-30T03:59:08Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | https://repositori.usu.ac.id/handle/123456789/100658 | |
| dc.description.abstract | This study aims to determine the effect of the gamification strategy that has been implemented by Shopee through Shopee Games on customer loyalty with the customer engagement variabel as the intervening variable. The data of this study was obtained from a questionnaire distributed to 110 respondents of Shopee users who had played Shopee Games and analyzed using path analysis. The results showed that gamification had an effect on customer engagement, gamification had an effect on customer loyalty, customer engagement had an effect on customer loyalty, gamification had an effect on customer loyalty with customer engagement as an intervening variabel. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Sumatera Utara | en_US |
| dc.subject | Gamification | en_US |
| dc.subject | Customer Engagement | en_US |
| dc.subject | Customer Loyalty | en_US |
| dc.title | Pengaruh Penerapan Gamifikasi Shopee terhadap Loyalitas Pelanggan Bagi Pengguna Shopee di Kecamatan Medan Baru dengan Keterlibatan Pelanggan sebagai Variabel Intervening | en_US |
| dc.title.alternative | The Effect of Shopee Gamification Implementation on Customer Loyalty for Shopee Users in Medan Baru District with Customer Engagement as An Intervening Variable | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nim | NIM200502191 | |
| dc.identifier.nidn | NIDN0013056205 | |
| dc.identifier.kodeprodi | KODEPRODI61201#Manajemen | |
| dc.description.pages | 134 Pages | en_US |
| dc.description.type | Skripsi Sarjana | en_US |
| dc.subject.sdgs | SDGs 8. Decent Work And Economic Growth | en_US |
