?url_ver=Z39.88-2004&rft_id=1911011037&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+PERSEPSI+NILAI+ATAS+PENGGUNAAN+PROGRAM+GAMIFIKASI+TERHADAP+LOYALITAS+PELANGGAN+MELALUI+KEPUASAN+PELANGGAN+SEBAGAI+VARIABEL+INTERVENING%0D%0A(STUDI+PADA+PENGGUNA+APLIKASI+E-WALLET+DANA+)&rft.creator=Chandra+Deri+%2C+Andika&rft.subject=330+Ekonomi&rft.subject=650+Manajemen+dan+layanan+tambahan&rft.description=Ketatnya+persaingan+e-wallet+di+Indonesia+menuntut+DANA+untuk+terus+melakukan+inovasi+guna+untuk+menjaga+loyalitas+para+pelanggannya.+Salah+satu+inovasi+tersebut+dengan+memberikan+sebuah+nilai+kepada+pelanggan+melalui+penerapan+gamifikasi+pada+aplikasi+DANA.+Di+sisi+lain+meskipun+terdapat+harapan+besar+bahwa+gamifikasi+dapat+meningkatkan+loyalitas%2C+peneliti+dari+Gartner+menyatakan+gamifikasi+cenderung+akan+mengalami+kegagalan+karena+penerapannya+yang+buruk.+Dalam+program+gamifikasi+DANA+sendiri+banyak+pelanggan+mengeluh+akibat+aturan+yang+diterapkan+saat+ini.+Penelitian+ini+bertujuan+untuk+mengetahui+apakah+program+gamifikasi+DANA+dapat+menciptakan+kepuasan+sekaligus+loyalitas+para+pelanggannya.+Jumlah+sampel+dalam+penelitian+ini+adalah+100+responden+yang+berusia+diatas+17+tahun%2C+dimana+responden+merupakan+pengguna+DANA+dan+pernah+mengikuti+program+DANA+Surprize.+Pengambilan+sampel+dilakukan+dengan+menggunakan+teknik+purposive+sampling.+Proses+analisis+data+dilakukan+dengan+menggunakan+PLS+dengan+software+SmartPLS+versi+4.0.9.2.+Secara+keseluruhan+penelitian+ini+menghasilkan+%3A+(1)+Nilai+hedonis%2C+utilitarian%2C+dan+sosial+pada+gamifikasi+berpengaruh+terhadap+kepuasan+pelanggan%2C+(2)+Kepuasan+pelanggan+berpengaruh+terhadap+loyalitas+pelanggan%2C+(3)+Nilai+hedonis+pada+gamifikasi+berpengaruh+terhadap+loyalitas+pelanggan%2C+sedangkan+nilai+utilitarian+dan+sosial+pada+gamifikasi+tidak+berpengaruh+terhadap+loyalitas+pelanggan%2C+(4)+Kepuasan+pelanggan+memediasi+hubungan+antara+nilai+hedonis%2C+utilitarian%2C+dan+sosial+pada+gamifikasi+terhadap+loyalitas+pelanggan.%0D%0A%0D%0AKata+kunci+%3A+E-wallet%2C+Gamifikasi%2C+kepuasan+pelanggan%2C+loyalitas+pelanggan%2C+dan+SmartPLS.%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0Aabstract%0D%0A%0D%0AThe+tight+competition+of+e-wallets+in+Indonesia+requires+DANA+to+continue+to+innovate+in+order+to+maintain+the+loyalty+of+its+customers.+One+of+these+innovations+is+by+providing+value+to+customers+through+the+application+of+gamification+in+the+DANA+application.+On+the+other+hand%2C+although+there+is+great+hope+that+gamification+can+increase+loyalty%2C+researchers+from+Gartner+stated+that+gamification+tends+to+fail+due+to+poor+implementation.+In+DANA's+own+gamification+program%2C+many+customers+complain+due+to+the+current+rules+applied.+This+study+aims+to+determine+whether+DANA's+gamification+program+can+create+satisfaction+as+well+as+loyalty+of+its+customers.+The+number+of+samples+in+this+study+were+100+respondents+aged+over+17+years%2C+where+the+respondents+were+DANA+users+and+had+participated+in+the+DANA+Surprize+program.+Sampling+was+done+using+purposive+sampling+technique.+The+data+analysis+process+was+carried+out+using+PLS+with+SmartPLS+software+version+4.0.9.2.+Overall+this+research+resulted+in%3A+(1)+Hedonic%2C+utilitarian%2C+and+social+values+in+gamification+affect+customer+satisfaction%2C+(2)+Customer+satisfaction+affects+customer+loyalty%2C+(3)+Hedonic+values+in+gamification+affect+customer+loyalty%2C+while+utilitarian+and+social+values+in+gamification+have+no+effect+on+customer+loyalty%2C+(4)+Customer+satisfaction+mediates+the+relationship+between+hedonic%2C+utilitarian%2C+and+social+values+in+gamification+to+customer+loyalty.%0D%0A%0D%0AKeywords%3A+E-wallet%2C+Gamification%2C+customer+satisfaction%2C+customer+loyalty%2C+and+SmartPLS.&rft.publisher=FAKULTAS+EKONOMI+DANBISNIS+&rft.date=2023-09-11&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F76050%2F3%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F76050%2F1%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F76050%2F2%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Chandra+Deri+%2C+Andika++(2023)+PENGARUH+PERSEPSI+NILAI+ATAS+PENGGUNAAN+PROGRAM+GAMIFIKASI+TERHADAP+LOYALITAS+PELANGGAN+MELALUI+KEPUASAN+PELANGGAN+SEBAGAI+VARIABEL+INTERVENING+(STUDI+PADA+PENGGUNA+APLIKASI+E-WALLET+DANA+).++FAKULTAS+EKONOMI+DANBISNIS+%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F76050%2F