The impact of gamification on customer engagement and customer loyalty from users of shopee in Samarinda

Ariesta Heksarini, Aulia Safira Putri

Abstract


The increase in internet users in Indonesia has resulted in a rapid increase in e-commerce transactions in recent years. As a result, e-commerce companies compete with one another to increase customer engagement and loyalty. The gamification strategy is one of the approaches taken. This study aims to determine the impact of gamification on customer engagement and loyalty among Shopee users in Samarinda. The results show that Shopee Indonesia's gamification strategy has a significant and positive effect on customer engagement and loyalty.


Keywords


Gamification; customer engagement; customer loyalty

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References


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DOI: https://doi.org/10.30872/jinv.v18i0.11245

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Copyright (c) 2022 Ariesta Heksarini, Aulia Safira Putri

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Editorial Address

INOVASI: Jurnal ekonomi, keuangan dan manajemen
Faculty of Economics and Business, Mulawarman University
Jl. Tanah Grogot No.1 Samarinda Kalimantan Timur 75119
Email: jakt.feb.unmul@gmail.com

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