Fitri Marisa, Sharifah Sakinah Syed Ahmad, Zeratul Izzah Mohd Yusoh, Dodik Jatmika, Titien Agustina, Wiwin Purnomowati, Erri Wahyu Puspitarini
Small and Medium Enterprises (SMEs) are an important component of the country's economy, but there are still many challenges to be resolved. Some of the common problems of SMEs included limited marketing and service management problem. In the service management problems, it is also important to examine how the customer impression of the services and products offered, therefore, it can be evaluated how the product opportunities are purchased. Adopting the point of view of the gamification octalysis framework, that a behavior occurs because of one or more core drives from within the individual. For this reason, it is necessary to explore any encouragement that affects customer behavior, therefore, the service level can be evaluated which ultimately aims to increase sales. From the studies conducted, the gamification model can increase individual retention and motivation towards the object. Then, the gamification octalysis framework is used in this study to evaluate how the influence of a retail Small Medium Enterprise services on customer motivation. The Likert scale analysis result has concluded that 4 drives are at the "Very High"level and the remaining are at the "High"level, while the range scale consists of "Very low", "Low", "High", and "Very High". While the average value of the octalysis test scale is 8.4 from the lowest value range of 1 and the highest is 10. The recommendations of this study are in general the impression and motivation of customers towards retail Small Medium Enterprise services is high enough, therefore, that companies need to maintain service. Based on the results of this study, it can be recommended that customer motivation analys can use gamification, especially the Octalysis framework to find out which core drives need to be improved or maintained in more detail. © 2021 Little Lion Scientific.
Widyagama University of Malang, Department of Informatics Engineering, Indonesia; Universiti Teknikal Malaysia Melaka, Department of Information and Communication Technology, Malaysia; STIMI Banjarmasin, Department of Management, Indonesia; STMIK YADIKA Bangil, Department of Informatic Engineering, Indonesia
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