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Agustinus Miranda
Universitas Pancasila, Jakarta, Indonesia

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The Role Of Gamification And Customer Loyalty Program On Customer Retention With E-Customer Satisfaction As An Intervening Variable Ahmad Fikri; Supriadi Thalib; Agustinus Miranda
JURNAL MANAJEMEN PENDIDIKAN Vol. 14 No. 02 (2026): Jurnal Manajemen Pendidikan (SI)
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jmp.v14i02.134

Abstract

The rapid growth of e-commerce in Indonesia has intensified competition among digital platforms, making customer retention a major challenge. This study aims to analyze the effects of gamification and customer loyalty programs on customer retention, with e-customer satisfaction as an intervening variable among Shopee e-commerce users. A quantitative approach was employed using a survey method with 240 respondents selected through purposive sampling. Data were collected via online questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (SEM-PLS). The results indicate that gamification and customer loyalty programs have a positive and significant effect on e-customer satisfaction and customer retention. Furthermore, e-customer satisfaction mediates the influence of gamification and customer loyalty programs on customer retention. These findings highlight the crucial role of customer satisfaction in strengthening long-term relationships between consumers and e-commerce platforms. This study contributes to the digital marketing literature and provides practical implications for e-commerce managers in designing marketing strategies that focus on enhancing customer satisfaction and retention.
Co-Authors Ahmad Fikri Supriadi Thalib