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Aulia Rahma
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Pengaruh Gamifikasi, dan Pengalaman Pelanggan terhadap Loyalitas Pelanggan Generasi Z pada Penggunaan Aplikasi Shopee Henryanto Abaharis; Aulia Rahma
ARZUSIN Vol 6 No 4 (2026): AGUSTUS
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v6i4.10164

Abstract

Although the rapid growth of e-commerce has received attention in various studies, research that specifically discusses the effect of gamification and customer experience on Generation Z customer loyalty in the Shopee application remains limited. This study aims to analyze the effect of gamification and customer experience on the loyalty of Generation Z customers who use the Shopee application. This study used a quantitative approach with a survey design, involving 120 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression with the assistance of SPSS. The results show that gamification and customer experience have a positive and significant effect on customer loyalty, both partially and simultaneously. This finding contributes to the development of customer loyalty theory in the context of digital marketing and broadens understanding of Generation Z consumer behavior on e-commerce platforms. The conclusion of this study emphasizes that interactive gamification-based features and positive digital experiences play an important role in increasing customer loyalty. The implications of this study include theoretical contributions to the digital marketing literature and practical recommendations for e-commerce industry players, particularly Shopee, in designing customer retention strategies through gamification innovation and improving the quality of user experience.
Co-Authors Abaharis, Henryanto Adi Darmawan Adinda Putri Kamalia Adryan Ramadhan Ahmad Afif Ahmad Busairi Ahmad Faisal Ahmad Ghazali Madhony Ahmad Muslim Ahmad Wahyudi Zein Al-Ghazali Alaidin Rapani Aldhina Janurti Amelia Azzahra Angga Irawan Anggraini Susfarwanti Anggri Pranata Anisah Nur Asidah Anita Puji Astutik Anna Sumardi Aptar Eka Lestari Armitha Silalahi Asyiah Asyiah Budi Cahyono Calista Salsabila Deasy Yunita Siregar Delliana, Santi Deny Ahmad Jaelani Dhiyaur Rahmah Dian Tsani Dwi Ayu Lestari Dwi Rasy Mujiyanti Elok Dwi Cahyani Elsa Nadia Pratiwi Era N R Oktaviana Erdianto ' Fandika Agustiyar Farida Syah Damanik Febria Nalurita Febrianty Razuba Feri Maulana Fernaendi Girsang Firda Camalia Fitri Ria Mustalifah Fitria Nurulaeni Fitriayanti Gusriani Gusti Zahratunnisa Hopeman, Teofilus Ardian Husna Karima Intan Nurkhasanah Isa Anshori Isna Meilinda Isna Syauqiah Junius Akbar Lilis Suryani Linda Suciwati Mahmud Mahmud Mahsunul Aripin Mardatilah mawadda Mhd. Habibu Rahman Miftahul Janna Mifthahul Jannah Mita Riani Rezki Mivtahul Jannah Muhammad Agus Muljanto Muhammad Zulfadhilah Muthia Elma Nadhirah Nordin Nadila Afriza Naila Haya Fauziah Nopie Hadi Nur baity Nur Hidayah Nurwijayanti Pawer Darasa Panjaitan Putri Afsila Balqis Br Barus Queen Latifa Dalimunthe Ramadhani Hamzah Rasul Reydina Pasya Amanda Rhafiq Abdul Ghani Rika Ardhana Rosita Ali Nasiroh Roskia Rudy Salma Vasya Aulia Samyel Saragih Sancka Stella G. Sihura Sekar Melati Prima Septiana Putri Juariyah SETIYO UTOYO Sherin Sanitari Shinta Nurfidha Siti Aisyah SITI FATIMAH Solehudin sunardi sunardi Tasdin Tahrim Tasya Tiara Dwi Wulandari Tuti Anggraini Umi Alfiaty Imran Veranita, Mira Viviana Viviana Wakhid Khoirul Umar Widia Edorita Widya Pratiwi Yani Lubis Yanti Mawaddah Yeti Mareta Undaryati Yunandar Yunandar Yusri Yusri Zaini Lambri Assyaifi