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All Journal Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Gifhary, Muhammad Naufal
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Economics, Econometrics & Finance

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Pengaruh strategi marketing gamifikasi dan neuromarketing melalui User Interface (UI) aplikasi terhadap loyalitas konsumen Gifhary, Muhammad Naufal; Hermina, Nurul
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 5 No. 10 (2023): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32670/fairvalue.v5i10.3712

Abstract

Digitalization has brought great changes and affected people's activities, and the convenience provided by digitalization makes people switch to everything digital. The purpose of this study is to analyze the effect of gamification and neuromarketing marketing strategies through User Interface (UI) applications on consumer loyalty. The research method used is quantitative method. Based on the results of this study, it can be concluded that gamification and neuromarketing simultaneously have a significant effect on Shopee marketplace Consumer Loyalty. Neuromarketing partially has a positive and significant effect on Shopee marketplace Consumer Loyalty. Gamification partially has a positive and significant effect on Shopee marketplace Consumer Loyalty. Based on the research, it can be concluded that this research variable strengthens the existing theory in previous journals about the effect of gamification and neuromarketing on independent variables, especially consumer loyalty.
Co-Authors Nurul Hermina