Pengaruh Gamification Streak Terhadap Paparan Konten Digital Marketing Melalui Retensi Pengguna Pada Gen Z Pengguna TikTok

Abstract

Perkembangan media sosial mendorong platform digital mengembangkan fitur berbasis gamification untuk meningkatkan keterlibatan pengguna. Penelitian ini bertujuan menganalisis pengaruh gamification streak terhadap retensi pengguna dan paparan konten digital marketing, serta menguji peran retensi pengguna sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 164 responden Generasi Z pengguna TikTok di Indonesia.Data dikumpulkan melalui kuesioner daring menggunakan teknik purposive sampling dan dianalisis menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa gamification streak berpengaruh positif dan signifikan terhadap retensi pengguna, sedangkan retensi pengguna berpengaruh positif dan signifikan terhadap paparan konten digital marketing. Namun, pengaruh langsung gamification streak terhadap paparan konten digital marketing tidak signifikan. Retensi pengguna terbukti memediasi hubungan antara gamification streak dan paparan konten digital marketing. Temuan ini menunjukkan bahwa peningkatan retensi pengguna berperan penting dalam meningkatkan paparan konten digital marketing pada TikTok.

The growth of social media has encouraged digital platforms to develop gamification-based features to enhance user engagement. This study aims to analyze the effect of gamification streak on user retention and digital marketing content exposure, as well as to examine the mediating role of user retention. A quantitative approach was employed using a survey of 164 Generation Z TikTok users in Indonesia. Data were collected through an online questionnaire using a purposive sampling technique and analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS). The results indicate that gamification streak has a positive and significant effect on user retention, while user retention has a positive and significant effect on digital marketing content exposure. However, the direct effect of gamification streak on digital marketing content exposure is not significant. User retention was found to mediate the relationship between gamification streak and digital marketing content exposure. These findings suggest that improving user retention plays an important role in increasing digital marketing content exposure on TikTok.