The Effect Of Social Media Effectiveness On Gamification And Willingness To Pay A Premium (A Study Of Ojol The Game Premium)

Tri Tata, Wilia (2025) The Effect Of Social Media Effectiveness On Gamification And Willingness To Pay A Premium (A Study Of Ojol The Game Premium). S2 thesis, Universitas Andalas.

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Abstract

THE EFFECT OF SOCIAL MEDIA EFFECTIVENESS ON GAMIFICATION AND WILLINGNESS TO PAY A PREMIUM (A Study of Ojol the Game Premium) Thesis by Tri Tata Wilia Supervisors Dr. Dessy Kurnia Sari,SE, M.Bus (Adv) and Dr. Sari Lenggogeni,SE, MM ABSTRACT This study focuses on analyzing the influence of social media effectiveness on the adoption of gamification and the willingness to pay a premium (WTPP) among Ojol the Game Premium players in Generation Z. Furthermore, it explores the relationship between gamification, WTPP, and elements of social media effectiveness to understand the factors driving in-app purchase decisions. Data were collected through a quantitative survey using an online questionnaire involving 230 respondents from Generations Z and Y. The research process included data collection, verification, correlation analysis, effect visualization, and predictive analysis to provide deeper insights. The data were processed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) and SPSS method, enabling the analysis of complex relationships among research variables. The findings of this study are expected to contribute to digital marketing strategies and the development of competitive local games. Keywords: Social media effectiveness; Gamification; Premium Price; Generation Z and Y; online game

Item Type: Thesis (S2)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis > S2 Manajemen
Depositing User: S2 Magister Manajemen
Date Deposited: 24 Jan 2025 07:51
Last Modified: 24 Jan 2025 07:51
URI: http://scholar.unand.ac.id/id/eprint/487881

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