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All Journal Proceeding National Conference Business, Management, and Accounting (NCBMA)
Dharmawan Freddy Kosasih
Universitas Pelita Harapan
Economics, Econometrics & Finance Social Sciences

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PENGARUH GAME ELEMENTS TERHADAP CUSTOMER ENGAGEMENT DAN PERCEIVED PLAYFULLNESS DAN DAMPAKNYA TERHADAP BEHAVIORAL INTENTION PADA PENGGUNA APPLIKASI KOPI KENANGAN DI JABODETABEK Dharmawan Freddy Kosasih; Margaretha Pink Berlianto
Proceeding National Conference Business, Management, and Accounting (NCBMA) 9th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

This study aims to examine the effect of game elements on customer engagement, perceived playfulness, Attitude, & Behavioral Intention among users of the Kopi Kenangan App in the Greater Jakarta area. This study uses a quantitative, cross-sectional method. The sampling technique is non-probability sampling, specifically purposive sampling. Data were collected through an electronic 5-point Likert-scale questionnaire administered to 250 respondents aged 18–45 years residing in Jabodetabek who have used the Kopi Kenangan App. Data analysis was performed using PLS-SEM with SmartPLS 4.0.9.9. The results show that game elements have a significant positive effect on customer engagement and perceived playfulness. These two variables also have a significant positive effect on improving user Attitude, which ultimately increases Behavioral Intention. F&B app managers are advised to optimize gamification design to increase user enjoyment and engagement, thereby encouraging sustainable usage intentions.
Co-Authors Berlianto, Margaretha Pink