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This Author published in this journals
All Journal Ekonomi Bisnis Jurnal Ilmu Manajemen (JIM) TIJAB (The International Journal of Applied Business) MABIS: Manajemen dan Bisnis Journal of Entrepreneurship & Business The Manager Reveiew Jurnal Semarak Mengabdi Management Analysis Journal
Ferry Tema Atmaja
Universitas Bengkulu
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Management Analysis Journal

 1 
Analysis of the Influence of Brand Attitude and Brand Engagement on Positive Brand Referral Kopiko Brand Sigit, Ilham; Ferry Tema Atmaja
Management Analysis Journal Vol. 13 No. 1 (2024): March 2024
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v13i1.1193

Abstract

The market for food and beverage products in Indonesia has experienced positive development, especially with the success of Kopiko candy, which reinforces its positive image among consumers. This research explores the impact of brand attitude on positive brand references among Kopiko candy consumers through brand attitude and brand engagement. Non-probability sampling employed to this study through survey resulted 311 consumers and analysed using PLS. This study findings that brand attitude indirectly influences positive brand references. Conversely, there is a positive relationship between brand attitude and brand involvement, which significantly contributes to positive brand references. Brand involvement also acts as an effective mediator in connecting brand attitude and positive brand references, with the presence of a moderating effect. This study provides a unique contribution by exploring the dual role of brand involvement as a mediating and moderating variable in the relationship between brand attitude and positive brand references, focusing on Kopiko coffee candy. 
Optimizing Customer Engagement: The Impact of Gamification Elements on Customer Stickiness in Shopee Games Ningtyas, Lista Ayu; Atmaja, Ferry Tema
Management Analysis Journal Vol. 13 No. 1 (2024): March 2024
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v13i1.1385

Abstract

This research is aimed for analyzing the influence of reward element, challenge element, and customer engagement toward customer stickiness. However, gamification in marketing is becoming increasingly popular and has successfully captured customer interest on e-commerce platforms. Shopee, for example, has introduced gamification features through Shopee Games. On top of that, research on the impact of gamification elements in Shopee Games on customer engagement and stickiness is still limited. This quantitative study utilizes primary data from 130 active Shopee users and Shopee Games players through an online questionnaire. Data analysis using SmartPLS4 indicates that rewards and challenges in Shopee Games positively contribute to user engagement. However, only challenges influence long-term engagement and user stickiness. Satisfying gaming experiences and intriguing challenges form a strong emotional bond with Shopee Games, encouraging prolonged participation. These findings not only provide insights into the relationship between gamification, engagement, and customer stickiness in Shopee Games but also open opportunities to strategically implement gamification to effectively enhance long-term customer engagement and stickiness.
Co-Authors Alfansi, Lizar Ali Sandi, Heanjelika Indah Permata Sari Lizar Alfansi Marsyah, Selvin Ningtyas, Lista Ayu Novebra, Alifa Amatulloh Nurrahma, Tiara Fayza Salius Silih Sigit, Ilham Zevaniya Vika Radiliana