Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ekonomi dan Manajemen Indonesia
Belinda Mora Siagian
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
GAMIFICATION AND CUSTOMER LOYALTY: THE MEDIATING ROLE OF USER ENGAGEMENT AMONG SHOPEE USERS IN INDONESIA Hermanto; Belinda Mora Siagian
JEMI is managed and published by the Management Study Program, Faculty of Economics and Business, Kutai Kartanegara University. Institutional legality is reflected in the ISSN number: 1411-9560 published by LIPI in 2003 as a manifestation of the comm Vol 26 No 1 (2026)
Publisher : FAKULTAS EKONOMI DAN BISNIS UNIKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53640/6egzkj54

Abstract

This study investigates how gamification features implemented in Shopee influence customer loyalty through the mediating role of user engagement among Indonesian users. A quantitative approach was applied using survey questionnaires distributed to 200 respondents selected through purposive sampling. Data were analyzed using the PLS-SEM method with SmartPLS 4 to examine construct reliability, validity, and relationships among variables. The findings reveal that gamification positively and significantly affects customer loyalty with a coefficient value of 0.435 and user engagement with a coefficient value of 0.672. Furthermore, user engagement also has a positive and significant effect on customer loyalty with a coefficient value of 0.435. The indirect effect analysis indicates that user engagement partially mediates the relationship between gamification and customer loyalty, with a coefficient value of 0.292. The coefficient of determination (R²) values show that the model explains 63.3% of the variance in customer loyalty and 45.2% of the variance in user engagement. Overall, the results confirm that gamification plays an important role in enhancing user engagement and strengthening customer loyalty on Shopee in Indonesia.
Co-Authors Hermanto