Building Muslim Costumer Loyality in Marketplace Through MDA Framework For Male and Female Millenials

Rita Kusumadewi, Agus Alamsyah Perwiranegara, Farihatu Aini

Abstract


Purpose: Gamification have been widely applied as marketing strategies for sustainable valueadded development. This research have explored the relationships between the gamification components and consumer continuous usage at marketplace’s games.

Design/methodology: This research analyzed and comparing behaviour between man and woman, how game elements anda mechanics impact their gaming behavior and awaken positive feelings to increase the stickiness of the marketplace. This research model empirically surveyed 100 (each man and woman) marketplace app users, based on the Mechanics–Dynamics–Aesthetics (MDA) framework.

Findings: The results show that the self-challenge is a pre-factor that affects self-benefit, fun, and social interaction, while self-benefit and social interaction affect fun. The results also show that both men and women, they all feel that the games on the marketplace have simple playing rules, making it fun for players to play and win. The results of the hypothesis test show that (1) The MDA Framework variable partially has a positive and significant influence on the Loyalty variable for male game players in the marketplace by 25.71%, and (2) partially has a positive and significant influence on the variable Loyalty of female game players in the marketplace by 26.01%.

Practical implications: The empirical implication of this research is to determine the conditions and factors that cause man and woman become a loyal customer of a marketplace.

Originality/Value: It's not just the education or entertainment industry that must involve games in its activities, but marketplaces can also build consumer loyalty through games. The contribution of this research focuses on efforts focus on fun activities that can build customer loyalty of the market place


Keywords


MDA Framework, Customer Loyalty, Marketplace, Millenial Generation

Full Text:

PDF

References


Amin, S. M., Ahmad, U. N. U., & Hui, L. S. (2012). Factors Contributing to Customer Loyalty Towards Telecommunication Service Provider. Procedia - Social and Behavioral Sciences, 40(6), 282–286. https://doi.org/10.1016/j.sbspro.2012.03.192

Budianto, A. (2019). Customer Loyalty: Quality of Service. Journal of Management Review, 3(1), 299. https://doi.org/10.25157/jmr.v3i1.1808

Deterding S, Dixon D, Khaleed R, N. L. (2011). From game design elements to gamefullnes: Defining “Gamification”Procedings of the 15th International Academic Mindtrek Conference. Envisioning Futuree Media.

Gupta, S., Upta, T., & Gupta, S. (2018). Navigating From Program Loyalty to Company Loyalty. IIMB Management Review.

Humlung, O., & Haddara, M. (2019). The Hero’s Journey to Innovation: Gamification in Enterprise Systems. Procedia Computer Science, 164, 86–95. https://doi.org/10.1016/j.procs.2019.12.158

Kianoosh, K., & Nickpayam, J. (2017). Gamification from the Viewpoint of Motivational Theory. Italian Journal of Science & Engineering, 1(1), 34–42.

KPPA dan BPS. (2018). Profil Generasi Milenial Indonesia.

Kusuma, G. P., Wigati, E. K., Utomo, Y., & Putera Suryapranata, L. K. (2018). Analysis of Gamification Models in Education Using MDA Framework. Procedia Computer Science, 135, 385–392. https://doi.org/10.1016/j.procs.2018.08.187

Lu, H. P., & Ho, H. C. (2020). Exploring the impact of gamification on users’ engagement for sustainable development: A case study in brand applications. Sustainability (Switzerland), 12(10). https://doi.org/10.3390/su12104169

Magatef, S. G., & Tomalieh, E. F. (2015). The Impact of Customer Loyalty Programs on Customer Retention. International Journal of Business and Social Science, 6(5), 78–93. https://doi.org/10.1615/HeatTransRes.2013005645

Martí-Parreño, J., Seguí-Mas, D., & Seguí-Mas, E. (2016). Teachers’ Attitude towards and Actual Use of Gamification. Procedia - Social and Behavioral Sciences, 228(June), 682–688. https://doi.org/10.1016/j.sbspro.2016.07.104

Matsumoto, T. (2016). Motivation Strategy Using Gamification. Creative Education, 07(10), 1480–1485. https://doi.org/10.4236/ce.2016.710153

Moniaga JV, Astriani MS, Hambali S, Wijaya Y, C. Y. (2017). The Implementation Of MDA Framework In a Game Based Learning in Security Studies. international Coference on Remote Engineering and Virtual Instrumantation.

Ngo Vu, M., & Nguyen Huan, H. (2016). The relationship between service quality, customer satisfaction and customer loyalty: An investigation in Vietnamese retail banking sector. Journal of Competitiveness, 8(2), 103–116. https://doi.org/10.7441/joc.2016.02.08

Q.S. Al-An’Am:32. (n.d.). Q.S. Al-An’Am:32 (p. 32).

R Hunicke, M. LeBlanc, R. Z. (2004). MDA : A Formal Approach to Game Design and Game Research. In Procedings of the Chalange in Game AI Workshop.

Rashid, M. H. U., Nurunnabi, M., Rahman, M., & Masud, M. A. K. (2020). Exploring the relationship between customer loyalty and financial performance of banks: Customer open innovation perspective. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 1–19. https://doi.org/10.3390/joitmc6040108

Rizki Dwi A. (2023). 11 Bank Terbesar di Indonesia Berdasarkan Asetnya. Tempo.

Robson, K., Plangger, K., Kietzmann, J. H., McCarthy, I., & Pitt, L. (2015). Is it all a game? Understanding the principles of gamification. Business Horizons, 58(4), 411–420. https://doi.org/10.1016/j.bushor.2015.03.006

Rodrigues, L. F., Oliveira, A., & Rodrigues, H. (2019). Main gamification concepts: A systematic mapping study. Heliyon, 5(7), e01993. https://doi.org/10.1016/j.heliyon.2019.e01993

Roopa Singh, K. I. (2012). An Approach to increase customer retention and loyalty in B3C World. International Jurnal of Scientific and Research Publication, 2(6).

Ruhi, U. (2015). Level Up Your Strategy: Towards a Descriptive Framework for Meaningful Enterprise Gamification. Technology Innovation Management Review, 5(8), 5–16. https://doi.org/10.22215/timreview/918

SINDOnews.com pages on Tuesday. (2022).

Tang, J., Zhang, P., & Jia, Y. (2020). Using gamification to support users’ adoption of contextual achievement goals. Proceedings of the Annual Hawaii International Conference on System Sciences, 2020-Janua, 1216–1225. https://doi.org/10.24251/hicss.2020.151

Taspinar, B., Schmidt, W., & Schuhbauer, H. (2016). Gamification in education: A board game approach to knowledge acquisition. Procedia Computer Science, 99(October), 101–116. https://doi.org/10.1016/j.procs.2016.09.104

Winn, B. M. (2016). The Design, Play, and Experience Framework. Communication Arts & Sciences Building, 5497, 1–23.




DOI: http://dx.doi.org/10.29300/aij.v10i2.4766

DOI (PDF): http://dx.doi.org/10.29300/aij.v10i2.4766.g4064

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 rita kusumadewi, budi rusdian, riza mahmud yunus, agus alamsyah perwiranegara, farihatu aini

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Abstracting and Indexing by: