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All Journal JKI (Jurnal Konseling Indonesia) AL-ATHFAL : JURNAL PENDIDIKAN ANAK JPPI (Jurnal Pendidikan Islam Pendekatan Interdisipliner) BJRA (Bongaya Journal of Research in Accounting) Jambura Accounting Review Indonesian TESOL Journal JEKPEND Jurnal Ekonomi dan Pendidikan Al-Isyraq: Jurnal Bimbingan, Penyuluhan, dan Konseling Islam Al-MAIYYAH : Media Transformasi Gender dalam Paradigma Sosial Keagamaan Journal De Facto Journal of Advanced Guidance and Counseling Kompleksitas: Jurnal Ilmiah Manajemen, Organisasi, dan Bisnis Loghat Arabi: Jurnal Bahasa Arab & Pendidikan Bahasa Arab Muhasabatuna: Jurnal Akuntansi Syariah Golden Ratio of Finance Management Literasi Nusantara Seminar Nasional Pengabdian Kepada Masyarakat Journal of Applied Management Research Journal of Innovation and Research in Primary Education TRIMAS: Jurnal Inovasi dan Pengabdian Kepada Masyarakat Indonesian Journal of Pedagogical and Social Studies Jurnal Ilmiah Akuntansi dan Keuangan (JIAN) Indonesian Journal of Islamic Counseling Jurnal Ilmiah Multidisiplin Indonesia International Conference on Islamic Economic Jurnal Abdi Anjani Journal An-Nafs: Kajian Penelitian Psikologi Future Academia : The Journal of Multidisciplinary Research on Scientific and Advanced Al-Wazan Journal of Education and Teacher Training Innovation (JETTI)
Nur Afiah, Nur
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Neuroscience Physics Social Sciences Other

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Journal : Journal of Applied Management Research

 1 
Gameful Experience and Brand Loyalty: Exploring Customer Brand Engagement in Language Learning Apps Penampe, Marie Anne Ester; Fitriana, Ana; Purnomo, Bintoro Bagus; Afiah, Nur; Juniwati, Juniwati
Journal of Applied Management Research Vol 4, No 2 (2024)
Publisher : The Graduate School of Sahid University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/jamr.v4i2.2576

Abstract

This study examines the impact of gameful experiences on brand loyalty in language learning applications mediated by customer brand engagement. With the increasing incorporation of gamification in educational tools, understanding how specific game mechanics drive user engagement and brand loyalty in language learning apps is crucial. While existing gamification research generally focuses on broader fields, this study uniquely investigates how specific gameful experiences—such as enjoyment, creative thinking, and domination—affect brand loyalty in the context of language learning applications. Data were collected from 250 active users in Indonesia using an online survey with a Likert scale of 1-5, employing purposive sampling. Structural Equation Modeling (SEM) with AMOS 26 assessed validity, reliability, and relationships among variables. The results indicate that gameful experiences significantly enhance customer brand engagement, which, in turn, positively influences brand loyalty. This study contributes new insights into how gamification affects brand loyalty, specifically in the language learning app domain, providing practical recommendations for developers to incorporate effective game mechanics to enhance customer brand engagement and foster long-term brand loyalty.
Gameful Experience and Brand Loyalty: Exploring Customer Brand Engagement in Language Learning Apps Penampe, Marie Anne Ester; Fitriana, Ana; Purnomo, Bintoro Bagus; Afiah, Nur; Juniwati, Juniwati
Journal of Applied Management Research Vol. 4 No. 2 (2024)
Publisher : The Graduate School of Sahid University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/jamr.v4i2.2576

Abstract

This study examines the impact of gameful experiences on brand loyalty in language learning applications mediated by customer brand engagement. With the increasing incorporation of gamification in educational tools, understanding how specific game mechanics drive user engagement and brand loyalty in language learning apps is crucial. While existing gamification research generally focuses on broader fields, this study uniquely investigates how specific gameful experiences—such as enjoyment, creative thinking, and domination—affect brand loyalty in the context of language learning applications. Data were collected from 250 active users in Indonesia using an online survey with a Likert scale of 1-5, employing purposive sampling. Structural Equation Modeling (SEM) with AMOS 26 assessed validity, reliability, and relationships among variables. The results indicate that gameful experiences significantly enhance customer brand engagement, which, in turn, positively influences brand loyalty. This study contributes new insights into how gamification affects brand loyalty, specifically in the language learning app domain, providing practical recommendations for developers to incorporate effective game mechanics to enhance customer brand engagement and foster long-term brand loyalty.
Co-Authors Abdul Haris Abdul Haris Sunubi Afifah, Evi Ana Fitriana Anandasari, Tasya Anggriana, Siti Annisa, Dian Anwar, Azwar Arifin, Arif Zaenal Ariya, Muhammad Arqam, Arqam Aspri, Ahmad Rizaldi Asri, Rahmatul Azis, Fajriani Azizah, Friska Rahmatika Dalimunthe, Muhammad Rizqan Ahsanu Dayu, Dian Permatasari Kusuma Dunakhir, Samirah Fakhruddin, Zulfah Fauziah Fauziah Ferdi Ferdiansyah, Lalu Ferdiansyah, Lalu Ferdi Fitriyani, Nurleli Gunawan, Arbella Rizkia Hamzah Hamzah Hamzah, Hajrah Handayani, A. Asti Haq, Nursyam Arifa Hariany Idris Hasrati, Hasrati Hiljati, Hiljati Holiah, Iis Huriyah, Andi Husnul Idris, Nur Irsan Ika Putri, Hindong Irham Irham Irmayani, I. Irwanti, A. Azzahra Asri Istiq'faroh, Nurul Juniwati Juniwati Kadir, Amiruddin M. Ridwan Tikollah Mahmud, Basri Mandung, Fitriani Mauliza, Rully Muhammad Arif Muhammad Azis Muhammad Haramain Muin, Rahmawati Mujahid Mujahid, Mujahid Mukhammad Idrus Munawwarah Munawwarah, Munawwarah Murtadho, Fawwaz Mustary, Emilia Muthaharah, Fitria Mutiara Putri, Mutiara Nana Suryana Nasriani Nasriani Nathania Pratiwi Nuriman Nurlela Penampe, Marie Anne Ester Purnomo, Bintoro Bagus Puspitasari, Feni Rijal, Abdul Rizaldi Aspri, Ahmad Rohanah, Rohanah Rosaninda, Rosaninda Rustam, Utari Ryketeng, Masdar Safiruddin Al Baqi, Safiruddin Sahade Salsabila, Adinda Aura Sam, Andi Aliyyah Ramadhani Samaun, Siti Salina Samsinar Samsinar Sappeami, Sappeami Saputra, Fadhli Arief Sri Wahyuni Sugiati Sugiati Sulvinajayanti Suriyanti, S. Tenribali, Andi Anugrah Caezar Tjalla, Maghdalena Zulaita