Bernardus Ronaldo – 2101646445

Natanael Kevin - 2101668433

Based on your topic of research, answers the following questions:

1. Identify your dependent and independent variables

2. Draw your theoretical framework
3. Based on theoretical framework, mention your hypothesis

Topic: Gamification and its effect on consumer buying behavior

1. Based on our research topic the dependent variables are the Consumer buying behavior
since here were looking does gamification has effect on the consumer buying behavior which
makes it the dependent variables. As for the independent variable is Gamification
marketing which affected the consumer buying behavior

2.
Control variables
Income

Independent variable Moderating Variable

Dependent variable
Consumer buying
Gamification marketing Promotion behavior

From the theoretical framework we found that there are variables that have a role in consumer
buying behavior. Moderating variable is promotion when gamification marketing produces promotion to
make people shop more it becomes the moderating variable which is another factor which effecting the
consumer buying behavior. For example, Tokopedia “lucky egg” gamification produces the promotion
code that can be used for next purchase therefore promotion is moderating variable that plays a role in
dependent variable which is the consumer buying behavior.

3. Based on the theoretical framework, these are our hypothesis

Hypothesis: Gamification will affect the consumer buying behavior
Ho: Gamification will affect the consumer buying behavior
Ha: Gamification will not affect the consumer buying behavior