VALUE ADDING STRATEGY FOR REPURCHASE INTENTION. THE USAGE OF GAMIFICATION IN ALFAGIFT PLATFORM

Abstract

The purpose of this research is to analyze the impact of gamification on repurchase intention of Alfagift Apps. This research was carried out using StataMP 13 to analyze the regression of gamification on repurchase intention. Data collected using questionnaires distributed online among consumer of Alfamart who already used Alfagift Apps to order product online. Based on the result of this research, the StataMP 13 result shows that gamification is significantly influencing repurchase intention, even though the descriptive statistics varies among the user of Alfagift Apps in doing their purchasing activities. It is recommended for business to keep the functions provided and improve the gamification user-friendly function in creating a faster buying process and faster decision-making as well as the customer-focused products and functions to create a more customer-focused segmented online buying activities and usage.