Putri Taqwa Prasetyaningrum succeeded in obtaining a doctorate degree. He won the title at the Information Systems Doctoral Study Program (DSI) at Diponegoro University (Undip) after the doctoral promotion exam, Monday (30/9/2024).
Dr Putri Taqwa Prasetyaningrum conducted dissertation research with the title “Development of a Customer Engagement Model with Gamification in Mobile Banking Applications”. Head of the Undip DSI Study Program, Prof Dr Rahmat Gernowo, said that Putri achieved a GPA of 4.00 and was the 14th graduate of the Undip DSI Study Program.
Deputy Chancellor I of UMB Yogyakarta Wafit Dinarto said that 50% of UMB Information Systems Study Program lecturers took doctoral studies at Undip. “Dr. Putri Taqwa Prasetyaningrum sat in her work so we placed her in the innovation institute on our campus,” he said.
Meanwhile, Putri explained, this research aims to develop a customer engagement model in mobile banking applications. The approach used is gamification, to increase engagement and satisfaction.
“Cognitive Evaluation Theory (CET) is used to identify factors that influence customers’ intrinsic motivation through gamification elements. “These elements aim to increase intrinsic motivation (self-presentation, self-efficacy, and flow) and customer behavior,” he said.
This research method collects data through questionnaires from 451 mobile banking application users in Indonesia. Data analysis uses Structural Equation Modeling (SEM) based on Partial Least Square (PLS) through two stages of model fit assessment.
The results showed that gamification elements significantly increased intrinsic motivation and customer engagement. This study also emphasizes the importance of dealing with imbalanced data using oversampling and undersampling techniques.
