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All Journal JURNAL PENDIDIKAN TAMBUSAI Profit : Jurnal Kajian Ekonomi dan Perbankan Syariah
Boangmanalu, Rahmat Syahputra
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Economics, Econometrics & Finance Social Sciences

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THE INFLUENCE OF APPLICATION GAMIFICATION AND DRIVER PERSONAL BRANDING ON GRAB APPLICATION ENGAGEMENT AMONG STUDENTS Boangmanalu, Rahmat Syahputra; Rahmani, Nur Ahmadi Bi; Inayah, Nurul
JURNAL PROFIT Vol 9, No 1 (2025): Economic And Development
Publisher : Nurul Jadid University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33650/profit.v9i1.12445

Abstract

Technological advancements have given rise to various new professions, one of which is online motorcycle taxi drivers, which facilitate people's activities. Grab, as one of the leading online transportation applications, continues to innovate to increase user engagement. This study examines the effect of application gamification and driver personal branding on Grab application user engagement, with a case study of students at the Faculty of Islamic Economics and Business (FEBI) of the State Islamic University of North Sumatra (UINSU). This study examines the effect of application gamification and driver personal branding on Grab application user engagement, with a case study of students at the Faculty of Islamic Economics and Business (FEBI) of the State Islamic University of North Sumatra (UINSU). A questionnaire was used to collect data with a quantitative causal associative approach from students who actively use Grab. The results of the analysis show that these two independent variables significantly influence user engagement. Application gamification, through elements such as points, cashback, voucher exchange, and level achievement, is proven to have a stronger influence in increasing user motivation and interaction. Meanwhile, driver personal branding, which includes professionalism and a positive image, also contributes significantly to increasing user trust and loyalty. Although gamification has a more dominant impact, the combination of both factors is crucial to provide a positive customer experience, which is engaging and sustainable, ultimately driving deeper engagement with the Grab platform.
Strategi Inovasi Produk Cemilan Basreng untuk Meningkatkan Daya Saing UKM di Era Digital Hayati, Fitri; Hsb, Indah Sahima; Leswara, Malda Davitha; Putri, Diva Anisyah; Boangmanalu, Rahmat Syahputra
Jurnal Pendidikan Tambusai Vol. 9 No. 1 (2025)
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

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Abstract

Penelitian ini bertujuan untuk mengeksplorasi strategi inovasi Produk Cemilan Basreng yang diterapkan oleh Usaha Kecil dan Menengah (UKM) di Indonesia untuk meningkatkan daya saing mereka dalam menghadapi persaingan global, khususnya di era digital. Inovasi Produk Cemilan Basreng dianggap sebagai kunci untuk mempertahankan relevansi di pasar yang kompetitif dan semakin terdigitalisasi. Penelitian ini menggunakan pendekatan kualitatif dengan studi pustaka untuk menganalisis berbagai faktor yang mempengaruhi keberhasilan strategi inovasi Produk Cemilan Basreng. Temuan utama menunjukkan bahwa meskipun teknologi digital menawarkan peluang besar untuk memperluas pasar dan meningkatkan efisiensi, hambatan-hambatan struktural seperti keterbatasan dana, rendahnya literasi digital, dan kurangnya akses terhadap teknologi tetap menjadi tantangan besar bagi UKM. Oleh karena itu, diperlukan kebijakan yang mendukung pengembangan kapasitas inovasi UKM, seperti akses pembiayaan yang lebih mudah, pelatihan teknologi, dan kolaborasi dengan institusi riset serta sektor swasta.
Co-Authors Fitri Hayati Hsb, Indah Sahima Leswara, Malda Davitha Nurul Inayah Putri, Diva Anisyah Rahmani, Nur Ahmadi Bi