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All Journal Journal of Economic, Bussines and Accounting (COSTING)
Genta Nugraha Hadi Surya
Universitas Muhammadiyah Sukabumi
Economics, Econometrics & Finance

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FITUR GAMIFIKASI MENINGKATKAN REPURCHASE INTENTION MELALUI CUSTOMER EXPERIENCE DAN CUSTOMER ENGAGEMENT PADA MARKETPLACE Genta Nugraha Hadi Surya; Kokom Komariah; Resa Nurmala
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 3 (2026): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/b7czfz48

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.
Co-Authors Kokom Komariah Resa Nurmala