Pengaruh Promosi Berbasis Gamifikasi 2-Shot Roulette terhadap Pembelian Impulsif Tiket JKT48 Theater

Abstract

Persaingan dalam industri hiburan mendorong perusahaan menerapkan strategi pemasaran yang lebih interaktif, salah satunya melalui gamifikasi promosi yang diterapkan oleh JKT48 melalui program 2-Shot Roulette. Hingga saat ini, penelitian mengenai penerapan gamifikasi promosi dalam konteks live entertainment masih terbatas. Penelitian ini bertujuan menganalisis pengaruh gamifikasi promosi terhadap emotional arousal dan pembelian impulsif, serta menguji peran mediasi emotional arousal pada konsumen JKT48 Theater. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 143 responden yang pernah membeli tiket JKT48 Theater dan mengetahui promosi 2-Shot Roulette. Data dianalisis menggunakan SEM PLS. Hasil penelitian menunjukkan bahwa gamifikasi promosi berpengaruh positif terhadap emotional arousal dan pembelian impulsif. Temuan ini menunjukkan bahwa gamifikasi promosi mampu meningkatkan respons emosional konsumen yang mendorong pembelian impulsif.

Competition in the entertainment industry encourages companies to implement more interactive marketing strategies, one of which is promotional gamification. JKT48 has adopted this strategy through its 2-Shot Roulette program. To date, research on the application of promotional gamification in the live entertainment context remains limited. This study aims to analyze the effect of promotional gamification on emotional arousal and impulse buying, as well as to examine the mediating role of emotional arousal among JKT48 theater consumers. A quantitative approach was employed using a survey method involving 143 respondents who had purchased JKT48 theater tickets and were aware of the 2-Shot Roulette promotion. Data were analyzed using SEM-PLS. The results indicate that promotional gamification has a positive effect on both emotional arousal and impulse buying. These findings suggest that promotional gamification can enhance consumers’ emotional responses, which in turn encourage impulse buying behavior.