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"ABSTRAKKurangnya aktivitas secara fisik merupakan salah satu masalah yang berpotensi menyebabkan berbagai penyakit. Berdasarkan data dari BPS, mengatakan bahwa hanya hanya 27% penduduk Indonesia yang rutin berolahraga dimulai dari umur 10 tahun ke atas. Olahraga cardio seperti treadmill exercise merupakan jenis olahraga yang umum dilakukan untuk menjaga kesehatan dan kebugaran tubuh. Namun, olahraga cenderung memiliki gerakan yang repetitif dan monoton sehingga dapat menciptakan rasa bosan pada penggunanya. Teknologi virtual reality yang dipadukan dengan prinsip gamifikasi merupakan pendekatan yang berpotensi untuk mengubah sistem treadmill yang tradisional menjadi lebih menarik dan menyenangkan bagi penggunanya. Penelitian ini bertujuan untuk melakukan evaluasi pengaruh dari penggunaan teknologi VR terhadap tingkat stress load dari partisipan selama melakukan kegiatan treadmill exercise menggunakan electroencheplagoram dan tiga kusioner kognitif. Terdapat 24 responden yang berpartisipasi dalam penelitian ini guna membandingkan program treadmill dengan VR dan penggunaan treadmill secara tradisional. Hasil penelitian menunjukkan bahwa terdapat perbedaan yang signifikan pada data EEG dan hasil rating kusioner untuk kedua variabel. Nilai rata-rata nilai asymmetry untuk RPR alpha sebesar 0.59% dan -0.03% untuk variabel VR dan NonVR. Hal tersebut mengindikasikan emosi positif pada responden yang melakukan kegiatan treadmill exercise dengan menggunakan VR. Secara keseluruhan, nilai rating kusioner menunjukkan bahwa responden mengalami kenaikan secara signifikan pada tingkat enjoyment, kepuasan dan motivasi pada variabel VR.

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Lack of physical activity is a severe problem that can potentially cause various of diseases. According to Statistics Indonesia (BPS), only 27% of Indonesian citizens who regularly doing exercise once in a week, which indicates that most Indonesian lack of awareness for doing exercise to maintain healthy body. Cardiovascular exercise, for instance, treadmill exercise is the most common activities to improve body’s health and performance. However, monotone exercise tends to induce boredom which affects the emotional state of the person. Immersive Virtual Reality (VR) and Gamification offer a promising opportunity to improve traditional treadmill exercise to become more fun and enjoyable. This research aimed to evaluate the effect of immersive virtual reality on stress load or emotional state of person while doing treadmill exercise by using electroencephalogram (EEG) and questionnaires such as Positive and Negative Affect Schedule (PANAS-SF), Intrinsic Motivation Inventory (IMI) and User Satisfaction Evaluation Questionnaire (USEQ). This study involved 24 healthy participants (13 Males and 11 Females) to compare the immersive program with the traditional treadmill exercise. The statistic result showed that for both variable VR and Non-VR had significant different of EEG Data and questionnaires’ rating. The average asymmetry values of RPR Alpha were 0.59% and -0.03% for VR and Non-VR respectively, which indicated positive emotion in VR condition compared to the traditional one. The questionnaire result showed that participants had significant improvement of enjoyment, satisfaction and motivation in VR condition compared to the traditional one. They experienced higher positive emotion and less pressured while doing the exercise. These results are promising for a successful implementation of immersive VR application on treadmill exercise."

"ABSTRAKSkripsi ini membahas mengenai bagaimana pengalaman gamification marketing activities dapat mempengaruhi loyalitas merek, word of mouth positif dan resistensi terhadap informasi negatif pada pengguna aplikasi Shopee. Penelitian ini menggunakan metode conclusive descriptive cross-sectional dan kuesioner disebar kepada 333 pengguna aplikasi Shopee yang pernah berpartisipasi dalam permainan in-app games Goyang Shopee. Dengan analisis menggunakan structural equation modelling (SEM), penelitian ini menemukan bahwa pengalaman gamifikasi dapat mempengaruhi perilaku konsumen yang diinginkan dalam hal ini loyalitas merek, word of mouth positif dan resistensi terhadap informasi negatif secara tidak langsung. Gamifikasi mempengaruhi perilaku konsumen melalui nilai hedonik dan utilitarian. Nilai hedonik dan utilitarian secara positif dapat mempengaruhi kepuasan. Nilai hedonik dan kepuasan juga ditemukan signifikan dalam mempengaruhi brand love sementara nilai utilitarian tidakmemiliki pengaruh terhadap brand love. Selanjutnya brand love ditemukan signifikan dalam mempengaruhi perilaku konsumen. Gamifikasi sendiri telah menjadi strategi untuk meningkatkan keterlibatan pelanggan dalam suatu layanan. Memahami implementasi dari gamifikasi akan membantu manajer untuk memprediksi perilaku konsumen terutama pada aplikasi mobile shopping. Oleh karena itu pada penelitian ini juga terdapat implikasi manajerial yang dapat dilakukan oleh manajer serta saran bagi penelitian selanjutnya.

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ABSTRACTThis study discusses how the experience of gamification marketing activities can influence brand loyalty, positive word of mouth and resistance to negative information on Shopee Apps users. This study used a conclusive descriptive cross-sectional method and the questionnaire was distributed to 333 Shopee Apps users who had participated in the in-app game called Goyang Shopee. By analyzing using structural equation modeling (SEM), this study found that the experience of gamification indirectly influences desired consumer behavior in case of brand loyalty, positive word of mouth and resistance to negative information. Gamification influences consumer behavior through hedonic and utilitarian values. Hedonic and utilitarian values can positively influence satisfaction. Hedonic values and satisfaction are also found to be significant in influencing brand love while utilitarian values have no influence on brand love. Furthermore, brand love is found to be significant in influencing consumer behavior. Gamification itself has become a strategy to increase customer engagement with a product or service. Understanding the implementation of gamification will helpmanagers to predict consumer behavior, especially in mobile shopping applications. Therefore, in this study there are also managerial implications that can be carried out by managers and suggestions for further research."

"Design Science Research is a powerful paradigm enabling researchers to make important contributions to society and industry. Simply stated, the goal of DSR is to generate knowledge on how to find innovative solutions to important problems in the form of models, methods, constructs and instantiations. Over the past 20 years, the design science research (DSR) paradigm has developed into an established paradigm in Information Systems Research and it is of strong uptake in many other disciplines, including Management Science and Computer Science.This book provides a collection of twelve DSR cases, presented by experienced researchers in the field. It offers readers access to real-world DSR studies, together with the authors’ reflections on their research processes. These cases will support researchers who want to engage in DSR, and represent a valuable addition to existing introductions to DSR methods and processes. Readers will learn from the hands-on experiences of respected experts who have conducted extensive DSR in a range of application contexts."