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Zaenal Muttaqin
STAIB Surakarta
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The Effect of Gamification on Customer Loyalty Vidio Dot Com (Survey on Vidio Arcade Users of the Vidio Dot Com Application) Fitriani, Dena; Muttaqin, Zaenal; Dai, Ratna Meisa
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 1 (2024): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i3.5829

Abstract

This study aims to explore the effect of gamification implementation on customer loyalty on Over the Top (OTT) service platforms, specifically Vidio Dot Com. The OTT industry in Indonesia is growing rapidly with various major players such as Netflix, Disney+ Hotstar, and Vidio. Vidio Dot Com utilizes a gamification strategy through the Vidio Arcade feature to increase customer loyalty amid fierce competition. This research uses a quantitative descriptive method with a sample of 96 respondents who are active users of Vidio Dot Com. The findings revealed a strong and significant correlation between the use of gamification and customer loyalty, where gamification contributed 63.5% to customer loyalty. Fun experiences and reward incentives are the main factors that drive user engagement. Thus, gamification is proven to be an effective marketing tool in increasing customer loyalty on OTT platforms. This research also recommends further development of gamification elements to increase user engagement and maintain customer loyalty.
Co-Authors Agus Sriyanto Agus Wedi Albar, Madha Mahesa Ali Hamzah Ali, Mukti Anam, M. Masrul Ariana, Erina Friesca Arianis Chan Asisah, Nila Astiti, Indita Wilujeng Awliya Tribhuwana Aziza, Riki Rokhmatul Azizah, Faizatul Bakhar, Muhamad Bakti, Andi M. Faisal Bambang Hermanto Cyintia Kumalasari Dadang Purnama Darpito, Dhanesworo Darwis Muhdina Deasy Silvya Sari Dede Suleman DELVIRA, WIWIEK Dwidasmara, Sansri Elisa, Dina Faizun, Ahmad Fanny Rachmawati Fatah, Vera Fauziah Fatha, Sri Mayang Fitriana, Lintang Ayu Fitriani, Dena Ginting, Dio Frastia Gu, Kan Myon Gunagraha, Shindid Harsiti Harsiti Harsiti, Harsiti Hay's, Riyan Naufal Herwan Abdul Muhyi Hidayat, Tubagus Rachmat Hikmawati, Ari Husain Husain Imam Makruf Iwan Sukoco Jajang Sauman Hamdani Jusup, Ravi Prianka Karimah, Lutfiatul Khaerul, Khaerul Umam Khasanah, Silvi Nur Khiyaroh, Arifatul Kudus Zaini, Abdul Kurniya Khurotin, Laila Kusumiyati , Kusumiyati Larasati, Mayang Galuh lauryn, maya selvia Lina Erlina Linda Kurniawati, Linda Mahmud, M. Nasir Martayadi, Uwi Maryam, Hilyah Sa’adah Masri Mansoer Ma’mun, Sukron Merdikawati, Lulu Mokodenseho, Sabil Muhammad Munadi Mukti, Yolanda Fifiana Dwi Mundzir, Muhammad Muryati Muryati Muslimah, Fauziah Mutiara, Arla Triza Muttaqin, Azka Na'imah, Elvi Nadia, Matsna Afwi Nafiza, Azka Zahro Najib, Zulham Ainun Nasuki, Hamid Nurhayatmi, Elis Nurrohmah, Syifa Ohan Farhan Purwanto Purwanto Purwanto Rahayu, Dian Yuniar Syanti Rahman Rahman Ramadhan, Rafy Ratih Purbasari, Ratih Ratna Meisa Dai, Ratna Meisa Razak, Yusron Razaq, Abdul Rahim Reni Haerani Ristiani, Tina Rizki Damayanti, Rizki Rohyadi, Yosep Rukman Rukman Sarib, Suprijati Sasmita, Anah Savitri, Citra Sesinawati, Hana Mulya Setiawan Setiawan Silvya Sari, Deasy Siti Rohmah Sri Budi Cantika Yuli Sri Puguh Kristiyawati Srihartini, Ela Sugiyanto - Sugiyarta, Ahmad Suhal Kusairi Suhendar, Akip Sukmadewi, Rani Sunarko, Asep Supiandi, Supiandi Suroso Suroso Susi Susanti Tetty Herawaty, Tetty Ulfa , Maria Ulil Albab Wahyu Gunawan Witdiawati Witdiawati, Witdiawati Wulandari, Isma Ayu Z, Desmaniarti Zahra, Alisa