PROPHETIC VALUE IN GAMIFICATION PRACTICES AT SHOPEE TANAM DURING THE COVID-19 PANDEMIC

Abstract

This research is focused on the meaning of Shopee Tanam gamification users during the Covid-19 pandemic. This research is motivated by the scarcity of marketing strategies that put forward the practice of prophetic communication so that there is a moral and moral decline that ignores transcendent values. The purpose of this study is to find out how the meaning of Prophetic Communication in the gamification of Shopee Tanam during the Covid-19 pandemic.To analyze this phenomenon, the researcher uses the Theory of Prophetic Communication by Iswandi Syahputra and Gamification Elements by Eisingerich. The researcher uses a qualitative method with a phenomenological approach which aims to reveal the meaning of one's experience. Collecting data in this study by means of interviews, observations and documentation. The subjects in this study were Shopee Tanam gamified users. While the data analysis technique in this research is byEpoch, Horizonalization, Textural description, structural description, and essential invariant structure. The results showed that strategy gamification implemented by Shopee Indonesia through the Shopee Tanam game has been implemented well through six elements, namely:social interaction, sense of control, goals, progress tracking, rewards, and prompts.The meanings that emerge from the subject of this research are high social solidarity, increased self-welfare in the midst of a pandemic, and the actions of hablu minannas which are integrated with hablu minallah. As a result, Shopee Tanam Gamification contains the values ​​of Prophetic Communication that are in line with Humanization, Liberation, and Transcendence.