Pengaruh Pemasaran Konten dan Gamifikasi terhadap Keterlibatan Pelanggan pada Aplikasi Duolingo di Kalangan Mahasiswa FEB USU

Abstract

This research aims to determine and analyze the influence of Content Marketing and Gamification on Customer Engagement in the Duolingo application among FEB USU students. This research is associative in nature and uses quantitative data. The population in this research consists of FEB USU students who use the Duolingo application. The sample size in this study was 100 respondents, selected using purposive sampling with the criteria that respondents had actively used the Duolingo application within the past 30–90 days. The data analysis method used is multiple linear regression analysis. Data processing in this research utilized SPSS 23. The results of the study show that simultaneously, Content Marketing and Gamification have a positive and significant effect on Customer Engagement. Partially, Content Marketing has a positive but not significant effect on Customer Engagement, while Gamification has a positive and significant effect on Customer Engagement in the Duolingo application among FEB USU students. Based on the coefficient of determination, the independent variables are able to influence the dependent variable by 54.0%.