INOVASI GAMIFIKASI WEBSITE PERSY PERFUME SEBAGAI PENGALAMAN KONSUMEN DALAM PEMILIHAN PARFUM KEPRIBADIAN SECARA DIGITAL
DOI:
https://doi.org/10.37478/als.v14i2.4563Abstract
This research will discuss how the gamification innovation of the Persy Perfume website in providing a consumer experience for digital personality perfume selection. The trend of using perfume products in Indonesia is increasing, marked by the emergence of many local perfume brands with globally competitive quality. However, product innovation is needed to increase consumer interest in using the product, one of the strategies that can be used is to provide a consumer experience in purchasing products. Persy Perfume is a local brand that uses the aroma of Indonesian spices as a unique selling product and elevates the local culture of wayang as a variant of each scent. Persy through its website provides a consumer experience through "Petualangan Persy Aroma" as a form of innovation in the form of personality test gamification to provide perfume scent recommendations that match the consumer's personality in digital purchases. This research is research with a qualitative descriptive method, to find out how gamification innovations in providing consumer experience to increase consumer interest in shopping for perfume digitally. The result found is that Persy Perfume has found a new innovation in providing a consumer experience through the " Petualangan Persy Aroma", this is an interesting innovation and a new way in the perfume industry to provide a digital consumer experience. By providing a new experience for consumers, this can invite interest from potential consumers to buy the product.
Downloads
Keywords:
Consumer Experience, Personality Perfume, Gamification, WebsiteReferences
Allen, J. (2023, May 02). Parfum. Retrieved from cosmeticsbusiness.com: https://cosmeticsbusiness.com/cosmetics-business-reveals-the-top-5-fragrance-trends-of-2023-in-new-report-208585
Alsawaier, R. (2018). The Effect of Gamification on Motivation and Engagement. Int. J. Inf. Learn. Technol, 35, 56-79.
Becker, L., & Jaakkola, E. (2020). Customer Experience: Fundamental Premises and Implications for Research. Journal of the Academy of Marketing Science, 48, 630-648.
Bleier, A., Harmelling, C. M., & Palmatier, R. W. (2019). Creating Effective Online Customer Experience. Journal of Marketing, 83(2), 98-119.
Caponetto, I., Earp, J., & Ott, M. (2014). Gamification and education: A literature review. Er. 1, p. 50. European Conference on Games Based Learning.
Darmawan, D., & Putra, A. R. (2022). Pengalaman Pengguna, Keamanan Transaksi, Kemudahan Penggunaan, Kenyamanan, dan Pengaruhnya terhadap Perilaku Pembelian Online secara Impulsif. RELASI: Jurnal Ekonomi, 18(1), 26-45.
Ducros, J. P., & Euzéby, F. (2021). Investigating Consumer Experience in Hybrid Museums: A Netnographic Study. Qualitative Market Research: An International Journal, 24(2), 180-199.
Ferlina, A., & Trenggana, M. (2022). Perilaku Konsumen di Era Digital. In Pemasaran Era Kini: Pendekatan Berbasis Digital (p. 19).
Gomoi, N. J., Tampi, J. R., & Punuindoong, A. Y. (2021). Pengaruh Kualitas Pelayanan dan Pengalaman Konsmen Terhadap Kepuasan Konsumen (Pasien) Rawat Inap Irina C Rumah Sakit Umum Pusat Prof. Dr. R. D. Kandou Manado. Productivity, 2(6), 507-510.
Gungot, A. S., & Cadirci, T. O. (2022). Understanding Digital Consumer: A Review, Syntehsis, and Future Research Agenda. International Journal of Consumer Studies, 1-30.
Hardiana, S. R., & Firdausi, A. S. (2023). Pengaruh Aktivitas Website, Penanganan Komplain, dan Iklan Terhadap Niat Untuk Memberikan Rekomendasi. Revenue : Jurnal Lentera Bisnis Manajemen, 19-31.
Irdiana, S., & Khairullah, M. N. (2019). Menciptakan Kepuasan Konsumen Dengan Pengalaman Membeli Produk. Jurnal Ilmu Manajemen : Advantage, 3(2), 86-91.
Keiningham, T., Aksoy, L., Bruce, H. L., Cadet, F., Clennell, N., Hodgkinson, I. R., & Kearney, T. (2020). Customer Experience Driven Business Model Innovation. Journal of Business Research, 116, 431-440.
Muliansyah, D., & Rahmayanti, R. (2019). Peranan Kualitas Website dan Aplikasi Youtube sebagai Media Komunikasi Pemasaran Terpadu dalam Mempengaruhi Pergeseran Perilaku Konsumen. JOINT (Journal of Information Technology), 01(02), 63-68.
Putri, D. R. (2021). Digital Marketing Strategy to Increase Brand Awareness and Customer Purchase Intention (Case Study: Ailesh Green Consulting). European Journal of Business and Management Research, 6(5), 87-93.
Quana, N. H., Chia, N. T., Nhunga, D. T., Ngana, N. T., & Phonga, L. T. (2020). The Influence of Website Brand Equity, E-Brand Experience on E-Loyalty: The Mediating Role of E-Satisfaction. Management Science Letters, 10, 63-76.
Shabrina, V. G. (2019). Pengaruh Revolusi Digital terhadap Pemasaran dan Perilaku Konsumen. Jurnal Pewarta Indonesia, 1(2), 131-141.
Syrjälä, H., Kauppinen-Räisänen, H., Luomala, H. T., Joelsson, T. N., Könnölä, K., & Mäkilä, T. (2020). Gamified Package : Consumer Insights into Multidimensional Brand Engagement. Journal of Business Researc, 119, 423-434.
Tobón, S., Ruiz-Alba, J. L., & Madariaga, J. G. (2020). Gamification and Online Consumer Decisions: Is The Game Over? Decision Support Systems, 128, 113-167.
Vdov, K. (2020). The Effect of Gamification on Customer Experience in The Digital Environment. 1-60.
Wijaya, B. H., Anggun, D., Prasetiyo, L., & Asyiqin, A. D. (2022). Analisis Penggunaan Website Sebagai Media Komunikasi Efektif : Studi Kasus Website bankziska.org. JOIPAD : Journal of Islamic Philanthropy and Disaster, 2(1), 98-117.
Yusanto, Y. (2019). Ragam Pendekatan Penelitian Kualitatif. Journal of Scientific Communication, 1(1), 1-13.
Downloads
Published
How to Cite
Issue
Section
License
Copyright Notice
An author who publishes in ANALISIS agrees to the following terms:
- Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
- Author is able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with the acknowledgement of its initial publication in this journal.
- Author is permitted and encouraged to post his/her work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).
