The Effect of Gamification and Price Discounts on Impulsive Buying Decisions Online on the Shopee Indonesia Mobile Application
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Oct 28, 2022
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Abstract
Due to the growing e-commerce industry in Indonesia, many e-commerce companies including Shopee are vying to increase their competitive power to acquire consumers and increase sales transactions, one of which is by using gamification strategies and discount prices. This research method uses a quantitative approach with survey instruments then described in descriptive analysis. The results showed that gamification and price discount strategies had a significant impact on Impulsivity Buying by 47.6%. Gamification strategies help direct consumer behavior patterns to spend more time using the Shopee application and to increase price discount sales conversions are given as game completion incentives to trigger impulse buying attitudes so that sales increase.
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How to Cite
Tarmidi, D., & Setiawan, D. G. (2022). The Effect of Gamification and Price Discounts on Impulsive Buying Decisions Online on the Shopee Indonesia Mobile Application. Enrichment : Journal of Management, 12(4), 3213-3217. https://doi.org/10.35335/enrichment.v12i4.749
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Rahi, S., & Ghani, M.A. (2019). Does gamified elements influence the user's intention to adopt and intention to recommend internet banking. The International Journal of Information and Learning Technology, 36(1), 2-20. doi:10.1108/ijilt-05-2018-0045
Samar, R., & Mazuri, A. G. (2019). Does gamified element influence the user's intention to adopt internet banking with integration of UTAUT and general self-confidence. International Journal of Business Excellence, 19(3), 394. https://doi.org/10.1504/ijbex.2019.102835
Sekaran, U., & Bougie, R, (2017). Research Methods for Business: A Skill Building Approach (7th ed.). Chichester, West Sussex, United Kingdom: John Wiley & Sons.
Shahri, A., Hosseini, M., Phalp, K., Taylor, J., & Ali, R. (2014). Towards a Code of Ethics for Gamification at Enterprise. Lecture Notes in Business Information Processing the Practice of Enterprise Modelling, 235-245. Doi:10.1007/978-3-662-45501-217
Sutrisna, K. G. (2019). Pengaruh Motivasi Bermain Dalam Penerapan Gamifikasi Pada Sistem Go-Points Terhadap Loyalitas Pengguna Go-Jek di Jabodetabek (Unpublished master’s thesis). Binus University.
Thorpe, A. S., & Roper, S. (2017). The Ethics of Gamification in a Marketing Context. Journal of Business Ethics, 155(2), 597-609. doi:10.1007/s10551-017-3501
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M (2016). Business Research Method (8th ed.), South-Western Cengage Learning
Cera, G., Pagria, I., Khan, K. A., & Muaremi, L. (2020). Mobile banking usage and gamification: the moderating effect of generational cohorts. Journal of Systems and Information Technology, 12(3). 243-263. https://doi.org/10.1108/jsit-01-2020-0005
Come Make History with Us: Shopee Careers. (n.d.). [online]. https://careers.shopee.co.id/about/ [Retrieved March 2022]
Hair, J., F., Black, W., C., Babin., J., & Anderson, R., E. (2017). Multivariate Data Analysis (7th ed.). Edinburgh Gate, Harlow, Essex, Englang: Pearson Education Limited.
Hsu, C., & Chen, M. (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior 88, 132©, 118-129. doi:10.1016/j.techfore.2018.01.023
Hungilo, G. G., S., & Setyohadi, D. B. (2020). Factors Influencing Acceptance Of Online Shopping Intanzania Using UTAUT2. The Journal of Internet Banking and Commerce, doi:10.4172/1204-5357
Indrawati. (2017). The Use of Modified Unified Theory of Acceptance and Use of Technology to Predict the Behavioural Intention Toward Website. Applied Mechanics and Materials. 568(570), 1586-1592.
Kuo, M., & Chuang, T. (2017). How gamification motivates visits and engagement for online academic dissemination – an empirical study. Computers in Human Behavior, 55, 16-27. doi:10.1016/j.chb.2015.08.025
Laudon, K. C., & Traver, C. G. (2018). E-commerce: Business, technology, society (13th ed.). Boston: Pearson.
Rahi, S., & Ghani, M.A. (2019). Does gamified elements influence the user's intention to adopt and intention to recommend internet banking. The International Journal of Information and Learning Technology, 36(1), 2-20. doi:10.1108/ijilt-05-2018-0045
Samar, R., & Mazuri, A. G. (2019). Does gamified element influence the user's intention to adopt internet banking with integration of UTAUT and general self-confidence. International Journal of Business Excellence, 19(3), 394. https://doi.org/10.1504/ijbex.2019.102835
Sekaran, U., & Bougie, R, (2017). Research Methods for Business: A Skill Building Approach (7th ed.). Chichester, West Sussex, United Kingdom: John Wiley & Sons.
Shahri, A., Hosseini, M., Phalp, K., Taylor, J., & Ali, R. (2014). Towards a Code of Ethics for Gamification at Enterprise. Lecture Notes in Business Information Processing the Practice of Enterprise Modelling, 235-245. Doi:10.1007/978-3-662-45501-217
Sutrisna, K. G. (2019). Pengaruh Motivasi Bermain Dalam Penerapan Gamifikasi Pada Sistem Go-Points Terhadap Loyalitas Pengguna Go-Jek di Jabodetabek (Unpublished master’s thesis). Binus University.
Thorpe, A. S., & Roper, S. (2017). The Ethics of Gamification in a Marketing Context. Journal of Business Ethics, 155(2), 597-609. doi:10.1007/s10551-017-3501
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M (2016). Business Research Method (8th ed.), South-Western Cengage Learning