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All Journal Jurnal Manajemen DIVERSIFIKASI
Putri Ramadhanti, Amanda
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Gamification Terhadap Loyalitas Pelanggan dengan Keterlibatan Pelanggan Sebagai Variabel Intervening Pada Pengguna Aplikasi Tokopedia (Studi Pada Mahasiswa FEB 2020 Universitas Muhammadiyah Metro) Putri Ramadhanti, Amanda; Ratmono; Fitriani
Jurnal Manajemen DIVERSIFIKASI Vol. 6 No. 3 (2026): September
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v6i3.6977

Abstract

The purpose of this study is to determine whether gamification has a direct effect on loyalty, to determine whether gamification has a direct effect on customer engagement, to determine whether customer engagement has a direct effect on loyalty. This study uses quantitative research, the population in this study were FEB students of Muhammadiyah Metro University Class of 2020 using the Slovin formula, a sample of 76 students was obtained. The data collection technique used a questionnaire, with data analysis using Validity Test, Reliability Test, Normality Test, Homogeneity Test, Path Analysis. The results of this study indicate that gamification has a direct effect on customer loyalty in the Tokopedia application, gamification has a direct effect on customer engagement in the Tokopedia application, customer engagement has a direct effect on customer loyalty in the Tokopedia application.
Co-Authors Fitriani Ratmono