The Influence of Gamification, E-Service Quality and E-Trust on Online Purchase Decision with Online Purchase Intention as Intervening Variable at the Marketplace Shopee in Medan City

Abstract

This study aims to determine and analyze the effect of gamification, e-service quality and e-trust variables on online purchase decision through online purchase intention at the Shopee marketplace in Medan City. This type of research is using a quantitative approach. The nature of this research is associative research and the data used are primary data and secondary data obtained through documentation and a list of questions that measure it using a Likert scale. The sample in this study is the community in Medan City at least 17 years old, has a Shopee marketplace application and is a consumer who has purchased and used the Shopee marketplace at least 1 time as many as 175 respondents. Researchers collected data by distributing questionnaires to all respondents in this study. The data analysis method used descriptive statistical analysis and path analysis. Statistical results show that the majority of respondents agree with all the statements shared. The results of the research on the first substructure show that gamification has a positive and significant effect on online purchase intention with a significance of 0.000, e-service quality has a positive and insignificant effect on online purchase intention with a significance of 0.836 and e-trust has a positive and significant effect on online purchase intention with a significance of 0.000. The results of the research on the second substructure show that gamification has a positive and significant effect on online purchase decision with a significance of 0.031, e-service quality has a negative and insignificant effect on online purchase decision with a significance of 0.721, e-trust has a positive and significant effect on online purchase decision with a significance of 0.002 and online purchase intention has a positive and significant effect on online purchase decision with a significance of 0.000. The path analysis test using the sobel test shows that online purchase intention is able to mediate between gamification and e-trust with online purchase decision, but online purchase intention are not able to mediate e-service quality with online purchase decision. Keywords: Gamification, E-Service Quality, E-Trust, Online Purchase Intention and Online Purchase Decision.

COVID-19 Pandemic Challenges and Innovations

“…During the COVID-19 outbreak, many people rely on the food they prepare at home as their main nutritious source. The MFOA application is becoming an increasingly popular choice for customers when ordering online food (Tarigan et al, 2020). Consumers who buy online food try to avoid direct interaction with many people.…”

Technological Developments on Purchasing Decisions in the Tokopedia Marketplace

“…Penelitian yang mencakup e-service quality pernah dilaksanakan pada [2], [7], [6], dan [8] yang membuktikan bahwa e-service quality berpengaruh positif dan signifikan terhadap keputusan pembelian di Marketplace. Journal for Technology and Science Berbeda dengan penelitian yang dilakukan pada [9], [10], [11], dan [12] yang membuktikan bahwa e-service quality tidak memiliki pengaruh terhadap keputusan pembelian. Indikator yang bisa dipergunakan untuk mengukur variabel E-Service Quality ialah: Efisiensi, berupa kemudahan dalam memberikan pelayanan terkait produk; Kedua reliabilitas, berkaitan dengan konsistensi fungsionalitas website/situs; Ketiga fullfillment, ialah suatu informasi terkait produk dan pelayanan yang akurat seperti yang telah dijanjikan; Keempat, privasi dalam melindungi data agar tidak tersebar pada pihak yang tidak bertanggung jawab; Kelima respon yang cepat dan tanggap jika terdapat kuluhan dari konsumen; Keenam kompensasi atau pengembalian uang/barang jika ada ketidakcocokan; Ketujuh kontak pelayanan customer service, untuk memberikan layanan kepada konsumen [13].…”

The Effect of Gamification and Technology Acceptance Model (TAM) towards Intention to Buy in Online Travel Agent Traveloka

“…The term "gamification" refers to the incorporation of game mechanics and aesthetics into non-gaming settings (Deterding et al, 2011). Aulia et al, who conducted the study, noted that gamification influences consumers' desire to purchase (Aulia et al, 2021). In addition to gamification, other variables, such as the TAM, influence consumers' intent to purchase.…”

“…The term "intention to buy" refers to the state of mind a customer is in before making a final decision to buy. These claims are corroborated by studies cited in Pasharibu et al (2020), such as those conducted by Nurvidiana et al, Putra et al, Septifani et al, and others. The word "gamification" (Marczewski in Aulia et al, 2021) first appears in the early 2000s, and its popularity skyrockets beginning in the early 2010s (Deterding et al ;Werbach and Hunter in Aulia et al, 2021). Gamification, as stated by Seaborn and Feels, serves to inspire realworld behavior or ideas through the provision of an experience outside of the traditional gaming context (Seaborn and Feels in Aulia et al, 2021).…”

“…Owen writes in Aulia et al (2021) that gamification is the process of incorporating elements of game design into non-gaming contexts. Wicaksono and Subari (2021) identify motivation and consumer participation as two facets of gamification.…”