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Abstrak :
Dewasa ini, persaingan antar e-commerce di Indonesia berlangsung sangat ketat. Persaingan e-commerce Indonesia dilatarbelakangi oleh ambisinya untuk memiliki tingkat keterlibatan pengguna yang tinggi. Guna meningkatkan engagement dan mengupayakan tumbuhnya brand attitude pengguna yang positif, saat ini beberapa e-commerce di Indonesia telah menggunakan gamification sebagai bagian dari open innovation, termasuk Shopee. Penelitian ini bertujuan untuk menganalisis pengaruh gamification terhadap intention of engagement dan brand attitude. Penelitian ini juga bertujuan untuk mengidentifikasi dan menganalisis keterlibatan pengguna pada aktivitas gamification sebagai proses open innovation dibidang pemasaran. Metode penelitian adalah kuantitatif. Kuesioner disebarkan kepada 170 responden dan dianalisa menggunakan SEM-PLS. Hasil dari penelitian ini adalah dimensi perceived enjoyment berpengaruh positif dan signifikan terhadap intention of engagement dan brand attitude. Dimensi perceived usefulness dan perceived social influence hanya berpengaruh pada brand attitude. Adapun perceived ease of use tidak berpengaruh signifikan terhadap intention of engagement dan brand attitude. Pada konteks partisipasi pengguna dalam open innovation, kolaborasi antara pengguna dan Shopee tampaknya belum memiliki tingkat keterlibatan yang kuat. Pada dimensi protection, semua game yang dihadirkan di Shopee Games telah memenuhi unsur perlindungan atas kekayaan intelektual, yang mengindikasikan adanya unsur keunikan ideation sebagai bagian dari keberlangsungan praktik open innovation. ......Nowadays, e-commerce in Indonesia faces an intense competition. The Indonesian e-commerce competition is motivated by its ambition to have a high level of user engagement. To increase engagement and strive for the growth of a positive user brand attitude, several e-commerce companies in Indonesia have used gamification as part of open innovation, including Shopee. This study aims to analyze the effect of gamification on the intention of engagement and brand attitude. This study also aims to analyze gamification as an open innovation process in the marketing sector. The research method is quantitative. The questionnaire was distributed to 170 respondents and analyzed using SEM-PLS. This study indicates that perceived enjoyment has a positive and significant effect on the intention of engagement and brand attitude. Perceived usefulness and perceived social influence only affect brand attitude. Meanwhile, perceived ease of use does not significantly affect intention of engagement and brand attitude. As for the context of the user's participation in open innovation, the collaboration between users and Shopee does not appear to be strong. In the protection dimension, all games presented at Shopee Games have fulfilled the intellectual property element, indicating the uniqueness of the ideation in the open innovation process.

Abstrak :
Kehadiran fitur gamifikasi dalam suatu platform memainkan peran krusial dalam meningkatkan keterlibatan pengguna. Gamifikasi telah menunjukkan kemampuannya untuk memupuk niat berinteraksi dan membentuk sikap merek yang positif di antara pengguna. Penulis ingin membuktikan hal tersebut khusus di pasar media streaming video on demand (SVoD) Indonesia yang tumbuh dari pasar media, di mana secara global sedang mengalami lonjakan angka pemasukan pada platform streaming digital. Penelitian ini pun memanfaatkan perluasan model Technology Acceptance Model (TAM), yang mencakup dimensi perceived usefulness, perceived ease of use, perceived social influence, dan perceived enjoyment, untuk mengukur sejauh mana penerimaan pengguna terhadap gamifikasi dan bagaimana gamifikasi tersebut berdampak pada intention of engagement dan brand attitude pengguna. Penelitian ini menggunakan pendekatan kuantitatif melalui penyebaran kuesioner menggunakan teknik purposive sampling terhadap pengguna Vidio Arcade di aplikasi Vidio. Data yang diperoleh dari penelitian ini sejumlah 121 responden dan dianalisis menggunakan analisis data SEM-PLS (Structural Equation Modelling – Partial Least Square) menggunakan aplikasi SmartPLS 4. Hasil dari penelitian ini menunjukkan bahwa brand attitude dipengaruhi oleh dimensi perceived usefulness dan variabel intention of engagement, kemudian intention of engagement dipengaruhi oleh dimensi perceived social influence dan perceived enjoyment. Dimensi perceived ease of use menjadi prediktor terlemah terhadap variabel brand attitude dan intention of engagement, diikutii oleh dimensi perceived usefulness yang tidak memengaruhi intention of engagement, serta dimensi perceived social influence dan perceived enjoyment yang tidak memengaruhi brand attitude pengguna. ......The presence of gamification features in a technology platform plays a crucial role in increasing user engagement. Gamification has demonstrated its ability to foster engagement intentions and shape positive brand attitudes among users. This study aims to prove this case specifically in the Indonesian streaming video on demand (SVoD) which is growing from the media market, where globally there is a surge in revenue figures on digital streaming platforms. This research utilizes an extension of the Technology Acceptance Model (TAM), which includes the dimensions of perceived usefulness, perceived ease of use, perceived social influence, and perceived enjoyment, to measure the extent of user acceptance of gamification and how gamification impacts on intention of engagement and brand user attitude. This research uses a quantitative approach by distributing questionnaires using purposive sampling techniques to Vidio Arcade users. The data obtained from this research was 121 respondents and analyzed using SEM-PLS (Structural Equation Modeling - Partial Least Square) data analysis. Data processing uses the SmartPLS 4 application. The results of this research show that brand attitude is influenced by the dimensions of perceived usefulness and the intention of engagement variable, then the intention of engagement is influenced by the dimensions of perceived social influence and perceived enjoyment. The perceived ease of use dimension is the weakest predictor of the brand attitude and intention of engagement variables, followed by the perceived usefulness dimension which does not influence the intention of engagement, as well as perceived social influence and perceived enjoyment dimensions which do not influence the user's brand attitude.