HAYATILLAH, ANNISA NUR (2025) PENGARUH GAMIFICATION TERHADAP REPURCHASE INTENTION LAYANAN APLIKASI VIDIO (SURVEI PADA PENGGUNA APLIKASI VIDIO). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The Vidio application is an app under PT. Vidio Dot Com, an OTT (Over The Top) company that has been present since 2014 as the most comprehensive streaming content provider in Indonesia. Vidio has introduced a new feature called Gamification. This study aims to understand and explain the influence of Gamification on Repurchase Intention for the Vidio app service. The study employs a positivist paradigm using a survei research method, a quantitative approach, and an explanatory type. The population in this study includes visitors and users of the Vidio app, with a sample of 100 respondents and a 5% sampling error. The sampling technique used is non-probability sampling, which does not follow mathematical probability guidelines. Specifically, purposive sampling is applied as a type of non-probability sampling. This research utilizes SPSS 27 to perform tests of Normality, Reliability, Validity, Regression, Hypothesis Correlation, and the Coefficient of Determination. The results of the analysis concluded with a T-test result of t-value 9.069 > t-table 1.984, indicating that H0 is rejected and H1 is accepted. This shows that the Gamification variable has a significant probability value, thus allowing the conclusion that the Gamification variable (X) affects the Repurchase Intention variable (Y) of the Vidio App service. Keywords: Gamification, Repurchase Intention, Vidio Application, Over The Top Aplikasi Vidio merupakan aplikasi dibawah naungan PT. Vidio Dot Com yaitu salah-satu perusahaan OTT yang hadir sejak tahun 2014 sebagai penyedia konten streaming terlengkap di Indonesia. Vidio menghadirkan fitur terbarunya yaitu fitur Gamification. Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh Gamification terhadap Repurchase Intention layanan aplikasi Vidio. Penelitian ini menggunakan paradigma positivisme dengan menggunakan metode penelitian survei, pendekatam kuantitaif dan tipe eksplanatif. Populasi pada penelitian ini adalah pengunjung dan pengguna aplikasi Vidio dan sampel sebanyak 100 responden dengan menggunakan sampling error 5%. Teknik yang digunakan dalam penarikan sampel adalah teknik non-probabilitas atau sampling nonprobabilitas yang tidak mengikuti panduan probabilitas matematis. Dalam penarikan sempel non probabilitas menggunakan sampel terpilih atau purposive sampling. Penelitian ini menggunakan SPSS 27 untuk melakukan Uji Normalitas, Realibitas, Validitas, Regresi, Korelasi Hipotesis dan Koefisien Determinasi. Hasil dari analisis penelitian ini memperoleh kesimpulan yaitu uji T sebesar t hitung 9.069 > t tabel 1,984 sehingga dapat dinyatakan bahwa H0 ditolak dan H1 diterima, hal ini menunjukkan variabel Gamification memiliki nilai probabilitas signifikan sehingga dari hasil tersebut dapat disimpulkan bahwa variabel Gamification (X) berpengaruh terhadap variabel Repurchase Intention (Y) Layanan Aplikasi Vidio. Kata Kunci : Gamification, Repurchase Intention, Aplikasi Vidio, Over The Top
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