标题：IMPACT ANALYSIS OF EXPERIENCE ON GAMIFICATION MARKETING ACTIVITIES, SOCIAL MEDIA MARKETING, AND OTHER FACTORS TOWARD BRAND LOYALTY IN ONLINE MARKETPLACE APPLICATION
期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2020
卷号：98
期号：20
页码：3180-3197
出版社：Journal of Theoretical and Applied
摘要：Gamified method or well known as gamification has been adapted to enhance the primary process in many fields, such as improving lecturing processes in higher education, improving information acceptance rates in health therapy, and recently increasing consumer interaction with different brands in the e-commerce market. Online marketplace application as a popular variety of e-commerce, also following this trend to implement gamification elements in their application to create a better buying experience for their users and to increase the brand loyalty of their users towards various online marketplace applications. Aside from gamification, social media is still one of the most chosen media to be a marketing channel of an online marketplace brand by creating official account and use them to interact intimately with their customers. In this research, we assess the impact of experience on gamification marketing activities and social media marketing, mediated brand attitude, consumer brand engagement, and customer satisfaction towards brand loyalty in Indonesian online marketplace using Structural Equations Modeling (SEM) type of analysis. The finding of the study showed that the brand attitude and customer satisfaction fully mediated the impact of gamification marketing practices on brand loyalty, while social media marketing and consumer brand engagement has no significant effect on brand loyalty.
关键词：Brand Attitude;Brand Loyalty;Consumer Brand Engagement;Gamification Marketing Activities;Social Media Marketing;Online Marketplace
