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REHMULIANA GINTING, LOISE AURORA
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THE INFLUENCE OF HEDONIC AND UTILITARIAN MOTIVES ON CUSTOMER ENGAGEMENT OF MYTELKOMSEL GAMIFIED APPLICATION (A study ofMyTelkomsel Application Potential Customers’ in Malang City) REHMULIANA GINTING, LOISE AURORA
Jurnal Ilmiah Mahasiswa FEB Vol. 7 No. 2
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

The development of marketing has made a huge changes in everyone’s live. Also, technology developmenthappens because of lifestyle changes in society, so this causes an emerging marketing strategy calledgamification.MyTelkomsel app comes as a gamified application that can meet the needs of its customers'motives and will encourage customers to be engaged in the application.The motives discussed are hedonicmotives and utilitarian motives.This study aims to examine the influence of hedonic motivesand utilitarianmotives to customer engagement. In this research, the researcher uses a sample of 180 people who had everused MyTelkomsel app,andthey were collected in Malang by random sampling and a survey-basedquestionnaire. The research data use validity, reliability, and standard assumption tests. Data analysis wasdone using SPSS based multiple linearregression.In conclusion, this research reveals that hedonic motivesand utilitarian motiveshave a significant influence on customer engagement through MyTelkomsel app. Keywords: Hedonic Motives, Utilitarian Motives, Customer Engagement, MyTelkomsel app. 
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