Pengaruh Game Shopee Cocoki Sebagai Media Gamifikasi Terhadap Minat Beli Pengguna

Bhustomy Hakim, Ferdian Aditya Pratama, Jonathan Mikhael Anthony

Abstract

Abstrak : 

Di era 4.0 ini, 88% masyarakat Indonesia menggunakan aplikasi e-commerce untuk melakukan jual beli. Banyak aplikasi e-commerce yang tersedia seperti Shopee, Tokopedia, BliBli, BukaLapak, dan Lazada. Gamifikasi merupakan salah satu cara tim pengembang aplikasi untuk membuat strategi agar e-commerce dapat bersaing dan tetap digunakan dan menambah customer engagement. Shopee merupakan aplikasi e-commerce yang aktif mengembangan gamifikasi seperti adanya Goyang Shopee, Shopee Tanam, dan yang terbaru adalah Shopee Cocoki. Shopee Cocoki merupakan permainan mencocokan 3 kartu gambar dengan beberapa opsi bantuan langkah sebagai strategi untuk menyelesaikannya. Gameplay-nya mungkin terdengar mudah, akan tetapi Shopee Cocoki viral karena kesulitannya yang membuat pemain stress dan tertantang untuk memainkannya. Namun dengan opsi bantuan langkah seperti shuffle, revive, undo, dan mengeluarkan 3 kartu gambar dari slot, permainan menjadi mungkin dapat dimenangkan. Uniknya, pemain harus membagikan pesan tentang permainan ke pengguna lain atau melihat-lihat katalog barang atau produk yang disediakan untuk mendapatkan opsi bantuan tersebut. Mekanisme ini jelas sejalan dengan tujuan gamifikasi Shopee Cocoki: untuk meningkatkan niat pembelian di antara pengguna. Mengingat fenomena ini, sebuah penelitian dilakukan untuk menguji pengaruh Shopee Cocoki sebagai fitur gamifikasi terhadap niat pembelian pengguna. Metode Intrinsic Motivation Inventory (IMI) digunakan, dengan fokus pada kriteria seperti Minat/Kenikmatan, Upaya/Pentingnya, Pilihan yang Dirasakan, dan Nilai/Kegunaan. Pengumpulan data dilakukan dengan menggunakan kuesioner, dan hasilnya divalidasi menggunakan rumus Cronbach's Alpha. Nilai kritis ditetapkan sebesar 0,7, dan skor Cronbach's Alpha untuk setiap indikator adalah sebagai berikut: 0,898 untuk Minat/Kenikmatan, 0,915 untuk Upaya/Pentingnya, 0,923 untuk Pilihan yang Dirasakan, dan 0,883 untuk Nilai/Kegunaan. Gamifikasi Shopee Cocoki meningkatkan minat pembelian secara signifikan, tercermin dalam kenaikan rasio konversi (rasio penambahan barang ke keranjang belanja) sebesar 13,82%, yang merupakan peningkatan penting.

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Abstract : 

In the 4.0 era, 88% of Indonesians use e-commerce applications for buying and selling activities. Various e-commerce platforms are available, such as Shopee, Tokopedia, BliBli, BukaLapak, and Lazada. Gamification has become a key strategy for app development teams to keep e-commerce platforms competitive, increase customer engagement, and maintain user retention. Shopee, in particular, actively incorporates gamification features like Goyang Shopee, Shopee Tanam, and its latest addition, Shopee Cocoki. Shopee Cocoki is a game where players match three picture cards using several assist options to complete the challenge. While the gameplay may seem simple, Shopee Cocoki has gone viral due to its high difficulty, which leaves players feeling stressed yet challenged to keep playing. Assistance options such as shuffle, revive, undo, and removing three cards from the slot make the game winnable. However, players must share game-related messages with other users or browse through product catalogs to obtain these assistance options. This mechanism clearly aligns with the gamification objective of Shopee Cocoki: to boost purchase intention among users. Given this phenomenon, a study was conducted to examine the influence of Shopee Cocoki as a gamification feature on users’ purchase intentions. The Intrinsic Motivation Inventory (IMI) method was employed, focusing on criteria such as Interest/Enjoyment, Effort/Importance, Perceived Choice, and Value/Usefulness. Data collection was carried out using questionnaires, and the results were validated using the Cronbach’s Alpha formula. The critical value was set at 0.7, and the Cronbach's Alpha scores for each indicator were as follows: 0.898 for Interest/Enjoyment, 0.915 for Effort/Importance, 0.923 for Perceived Choice, and 0.883 for Value/Usefulness. Gamification of Shopee Cocoki significantly increased purchase intention, reflected in a 13.82% rise in conversion rate (the rate of adding items to the shopping cart), which is a notable improvement.

Keywords

Gamifikasi; Intrinsic Motivation Inventory; Shopee; Minat Beli; Shopee Cocoki; E-Commerce

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References

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DOI: https://doi.org/10.20961/ijai.v9i2.98132

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