FITUR GAMIFIKASI MENINGKATKAN REPURCHASE INTENTION MELALUI CUSTOMER EXPERIENCE DAN CUSTOMER ENGAGEMENT PADA MARKETPLACE

Genta Nugraha Hadi Surya; Kokom  Komariah; Resa  Nurmala

doi:10.31539/b7czfz48

Authors

Genta Nugraha Hadi Surya Universitas Muhammadiyah Sukabumi
Kokom Komariah Universitas Muhammadiyah Sukabumi
Resa Nurmala Universitas Muhammadiyah Sukabumi

DOI:

https://doi.org/10.31539/b7czfz48

Keywords:

Fitur Gamifikasi, Customer Experience, Customer Engagement, Repurchase Intention, Marketplace

Abstract

This study aims to analyze the effect of gamification features on Repurchase Inten-tion through Customer experience and customer engagement among marketplace users. This research employed an explanatory quantitative approach using purpos-ive sampling and involved 240 respondents. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4. The results indicate that gamification features have a positive and significant effect on Custom-er experience and customer engagement. Furthermore, Customer experience and customer engagement have a positive and significant effect on Repurchase Inten-tion. These findings demonstrate that gamification features can enhance users' Re-purchase Intention through Customer experience and customer engagement devel-oped during marketplace usage.

References

Almaudina, M., Ramdan, A. M., Jhoansyah, D., & Deli, M. M. (2023). The effectiveness of perceived enjoyment and brand engagement in correlating gamification marketing with online repurchase intention in Shopee game users. International Journal of Economics Development Research, 4(1), 202–222.

Bitrián, P., Buil, I., & Catalán, S. (2021). Enhancing user engagement: The role of gamification in mobile apps. Journal of Business Research, 132, 170–185. https://doi.org/10.1016/j.jbusres.2021.04.028

Bulu, D. S., & Natalia, E. C. (2024). The effect of gamification in Shopee games on user’s brand loyalty. Mediator: Jurnal Komunikasi, 17(2), 257–269. https://doi.org/10.29313/mediator.v17i2.3039

Djohan, & Alia, S. (2022). Can gamification stimulate customers to repurchase in the e-marketplace? The mediation effect of customer experience and engagement. British International of Exact Sciences Journal, 5(1). https://doi.org/10.33258/birci.v5i1.4186

Ghandour, A., George, G., & Deans, K. R. (2011). Measuring the performance of e-commerce websites: An owner’s perspective. Pacific Asia Journal of the Association for Information Systems, 3(1), 1–27. https://doi.org/10.17705/1pais.03101

Kotler, P., Keller, K. L., Tan, C. T., Ang, S. H., & Leong, S. M. (2018). Marketing management: An Asian perspective (7th ed.). Pearson Education.

Salim, C., Firdaus, A. I., & Saputra, N. (2020). Pengaruh digital engagement dan gamifikasi terhadap work engagement karyawan yang bekerja di Jakarta dan Tangerang. Jurnal Akuntansi, Keuangan, dan Manajemen, 1(4), 265–286. https://doi.org/10.35912/jakman.v1i4.45

Sheetal, Tyagi, R., & Singh, G. (2023). Gamification and customer experience in online retail: A qualitative study focusing on ethical perspective. Asian Journal of Business Ethics, 12(1), 49–69.

Wulandari, N. A., Saidani, B., & Rivai, A. K. P. (2022). Pengaruh gamification dalam membentuk brand loyalty melalui brand engagement. Jurnal Nasional.