PENGARUH GAMIFICATION, FITUR PAYLATER DAN PROMOSI GRATIS ONGKOS KIRIM TERHADAP CONTINUANCE COMMITMENT APLIKASI SHOPEE (Studi pada Pengguna Shopee di Pontianak)

Abstract

Abstrack  

The purpose of this study was to see the extent to which the influence of gamification, pay-later features, and free shipping promotions on continuance commitment. This type of research is quantitative research through an associative approach. The sampling method used was purposive sampling to ensure researchers got the right sample. This study was conducted on Shopee users in Pontianak. This study gathered as many as 100 respondents by distributing questionnaires in the form of a Google Form. Determining the sample size in this study using the Lameshow formula. The data analysis tool use in Multiple Linear Regressions using SPSS version 26. The findings of this study indicate that Shopee users in Pontianak gamification variables do not have a significant effect on continuance commitment, the paylater feature has a positive and significant effect on continuance commitment, and free shipping promotion has a positive and significant effect on continuance commitment. In addition, the results of this study also showed that the overall independent variables consisting of gamification, paylater features, and the free shipping promotion are feasible to use in the regression model to influence Shopee users in Pontianak to maintain continuity of commitment to the use of the Shopee application.

Keyword : Gamification, Paylater Features, Free Shipping Promotions and Continuance Commitment

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