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PENGEMBANGAN MODEL KETERLIBATAN PELANGGAN DENGAN GAMIFIKASI PADA APLIKASI MOBILE BANKING

PRASETYANINGRUM, Putri Taqwa and Purwanto, Purwanto and Rochim, Adian Fatchur (2024) PENGEMBANGAN MODEL KETERLIBATAN PELANGGAN DENGAN GAMIFIKASI PADA APLIKASI MOBILE BANKING. Doctoral thesis, UNIVERSITAS DIPONEGORO.

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Abstract

Penelitian ini bertujuan mengembangkan model keterlibatan pelanggan pada aplikasi mobile banking menggunakan pendekatan gamifikasi, guna meningkatkan keterlibatan dan kepuasan. Cognitive Evaluation Theory (CET) digunakan untuk mengidentifikasi faktor-faktor yang memengaruhi motivasi intrinsik pelanggan melalui elemen gamifikasi, seperti ekspresi diri, penghargaan berbasis poin, dan kompetisi. Elemen-elemen ini bertujuan meningkatkan motivasi intrinsik (presentasi diri, efikasi diri, dan aliran) serta perilaku pelanggan.
Metode penelitian ini mengumpulkan data melalui kuesioner dari 451 pengguna aplikasi mobile banking di Indonesia. Analisis data menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) melalui dua tahap penilaian model fit. Reliabilitas dan validitas diuji menggunakan Average Variance Extracted (AVE) dan Composite Reliability, dengan hasil konstruk yang kuat. Evaluasi model struktural dilakukan dengan Smart PLS, menghasilkan nilai R-Square tertinggi sebesar 0,555, menunjukkan 55,5% variasi keterlibatan pengguna dijelaskan oleh variabel independen dalam model.
Hasil penelitian menunjukkan bahwa elemen gamifikasi secara signifikan meningkatkan motivasi intrinsik dan keterlibatan pelanggan. Studi ini juga menekankan pentingnya menangani data tidak seimbang menggunakan Teknik oversampling dan undersampling, seperti SMOTE dan Tomek Links, serta penerapan Rasch Analysis untuk meningkatkan akurasi pengukuran. Evaluasi model menggunakan algoritma klasifikasi seperti Support Vector Machine (SVM) dan Random Forest (RF) menunjukkan akurasi tinggi, dengan SVM mencapai 98,12%. Kesimpulannya, model ini menawarkan panduan untuk optimalisasi desain aplikasi mobile banking yang dapat mempertahankan keterlibatan dan kepuasan pelanggan jangka panjang.
Kata kunci: Model Konseptual, Keterlibatan Pelanggan, Gamifikasi, SEM-PLS, Cognitive Evaluation Theory, SMOTE, Tomek, Rasch Analysis

This study aims to develop a customer engagement model using a gamification approach in mobile banking applications, with the goal of enhancing customer engagement and satisfaction. The research adopts the Cognitive Evaluation Theory (CET) to identify factors influencing customers' intrinsic motivation through the integration of gamification elements such as selfexpression, point-based rewards, and competition to enhance intrinsic motivation (self-presentation, self-efficacy, and flow) and customer behavior.
The research methodology involves data collection through questionnaires distributed to 451 mobile banking application users in Indonesia. The data were analyzed using Structural Equation Modeling (SEM) techniques based on Partial Least Square (PLS) with a two-stage model fit assessment. Reliability and validity were evaluated using Average Variance Extracted (AVE) and Composite Reliability, which showed that all constructs had high values. The structural model was evaluated using Smart PLS software, with the highest R-Square value of 0.555 for user engagement, indicating that 55.5% of the variation in user engagement can be explained by the independent variables in the model.
The study demonstrates that gamification elements significantly boost intrinsic motivation and customer engagement. It also underscores the need to address imbalanced data through techniques like SMOTE and Tomek Links, and improve measurement accuracy using Rasch Analysis. Model performance was evaluated using classification algorithms such as Support Vector Machine (SVM) and Random Forest (RF), with SVM achieving 98.12% accuracy. The study concludes that the conceptual model offers valuable insights for optimizing mobile banking app design through gamification, fostering long-term customer engagement, and ultimately enhancing customer satisfaction with banking services in Indonesia.
Keywords: Conceptual Model, Customer Engagement, Gamification, SEM-PLS, Cognitive Evaluation Theory, SMOTE, Tomek, Rasch Analysis

Item Type: Thesis (Doctoral)
Uncontrolled Keywords: Model Konseptual, Keterlibatan Pelanggan, Gamifikasi, SEM-PLS, Cognitive Evaluation Theory, SMOTE, Tomek, Rasch Analysis
Subjects: Sciences and Mathemathic
Divisions: Postgraduate Program > Doctor Program in Information System
Depositing User: ekana listianawati
Date Deposited: 27 Dec 2024 07:59
Last Modified: 27 Dec 2024 07:59
URI: https://eprints2.undip.ac.id/id/eprint/28682

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