Proceedings of the First International Conference of Economics, Business & Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia

Research Article

Go-jek Swipe Token VS Shopee Games: The Effect of Difficulty on Gamified Loyalty Program Towards Behavioral Intention and User Attitude

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  • @INPROCEEDINGS{10.4108/eai.1-10-2020.2304708,
        author={Muhammad Gilang Aditya and Daniel Tumpal Hamonangan Aruan},
        title={Go-jek Swipe Token VS Shopee Games: The Effect of Difficulty on Gamified Loyalty Program Towards Behavioral Intention and User Attitude},
        proceedings={Proceedings of the First International Conference of Economics, Business \& Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia},
        publisher={EAI},
        proceedings_a={ICEBE},
        year={2021},
        month={4},
        keywords={consumer attitude consumer behaviour gamification loyalty program m-commerce},
        doi={10.4108/eai.1-10-2020.2304708}
    }
    
  • Muhammad Gilang Aditya
    Daniel Tumpal Hamonangan Aruan
    Year: 2021
    Go-jek Swipe Token VS Shopee Games: The Effect of Difficulty on Gamified Loyalty Program Towards Behavioral Intention and User Attitude
    ICEBE
    EAI
    DOI: 10.4108/eai.1-10-2020.2304708
Muhammad Gilang Aditya1,*, Daniel Tumpal Hamonangan Aruan1
  • 1: University of Indonesia
*Contact email: m.gilang.aditya@gmail.com

Abstract

Gamification is a method where game elements are used in a non-video game context. The aim of this research is to find out the effect that gamification had towards behavioral intention and whether different on difficulties in gamification could change those effect or not. The methodology used is descriptive research by using two-hundreds samples that are divided into two different groups of Go-Jek and Shopee based on gamification design and difficulty. The result shows that difference in design and difficulty have significant effect on the result of gamification, in simple design gamification have a significant effect towards behavioral intention. On the contrary, gamification with more complicated design gamification has significant effect on perceived usefulness. Lastly, though gamification has a positive significant effect on user attitude towards loyalty program, it does not have a significant effect on behavioral intention. Based on this result, the difference on difficulty does affect gamification result.