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All Journal Journal of Education and Learning (EduLearn) Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Jurnal Pendidikan Ekonomi & Bisnis Jurnal SOLMA Account : Jurnal Akuntansi, Keuangan dan Perbankan Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M) Jurnal Pemberdayaan Komunitas MH Thamrin Jurnal Ilmiah MADIYA: Masyarakat Mandiri Berkarya ASEAN Marketing Journal Media Riset Bisnis Ekonomi Sains dan Terapan
Rimenda, Tetty
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Library & Information Science Medicine & Pharmacology Nursing Public Health Social Sciences Other

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The Role of Gamification Elements in Digital Banking among Gen Z Customers: A Gender-Based Analysis Rimenda, Tetty; Vidyasari, Rahmanita; Sowiyk, Kanako Alissya; Putri, Liska Andjani
Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB) Vol. 13 No. 02 (2025): Jurnal Pendidikan Ekonomi & Bisnis (DOAJ & SINTA 2 Indexed) (In-Press)
Publisher : Faculty of Economics, Universitas Negeri Indonesia,Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JPEB.013.2.4

Abstract

The phenomenon of using gamification in the banking sector in Indonesia began with the emergence of digital bankings. As digital bankinging continues to grow rapidly, competition is becoming increasingly tighter. To win this competition, digital bankinging utilizes various promotional strategies, including gamification. The purpose of this research is to test the influence of gamification elements on engagement. This study was conducted quantitatively with 155 respondents from digital bankinging (DB) users. Primary data was collected via questionnaires using Google Forms, a survey which was later analyzed descriptively. Data processing SEM-PLS reveals that element gamification is suggestn to be valuable and practical for engagement. The investigation has shown that all gamification elements had positive effects on engagement. Tests conducted on male and female consumers found that all gamification elements  influenced engagement, with male customers.. Meanwhile, for female consumers, points, badge and challenges influence engagement, while  levels do not.
Co-Authors Abrianto, Heri Ariyanti, Tika Dwi Aulia, Meidina Rosa Bidhari, Sandhika Cipta Dhaniyanti, Bella Efriyanto Fajrina, Nabila Farhani, Nuraeni Hadiati Fitriah, Hanifah Rahmah Hamonangan, Edward Hot Ida Nurhayati Khaerunnisa, Siti Nur Listiawati, Rodiana Marbun, Jhonny Mirati, Elly Putri, Liska Andjani Rahma Nur Praptiwi Rahmi, Iftita Ramadanty, Nur Evitriana Sabar Warsini Sowiyk, Kanako Alissya Susilawati, Susilawati Vidyasari, Rahmanita