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All Journal JKI (Jurnal Konseling Indonesia) AL-ATHFAL : JURNAL PENDIDIKAN ANAK JPPI (Jurnal Pendidikan Islam Pendekatan Interdisipliner) JURNAL PENDIDIKAN TAMBUSAI BJRA (Bongaya Journal of Research in Accounting) Jambura Accounting Review Jurnal Sains Riset Indonesian TESOL Journal JEKPEND Jurnal Ekonomi dan Pendidikan Jurnal Hukum Sasana Al-Isyraq: Jurnal Bimbingan, Penyuluhan, dan Konseling Islam Al-MAIYYAH : Media Transformasi Gender dalam Paradigma Sosial Keagamaan Journal De Facto REMITTANCE: JURNAL AKUNTANSI KEUANGAN DAN PERBANKAN Journal of Advanced Guidance and Counseling Kompleksitas: Jurnal Ilmiah Manajemen, Organisasi, dan Bisnis Indo-MathEdu Intellectuals Journal 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 Journal of Artificial Intelligence and Digital Business TRIMAS: Jurnal Inovasi dan Pengabdian Kepada Masyarakat Innovative: Journal Of Social Science Research Accounting Information System, Taxes, and Auditing Journal (AISTA) Indonesian Journal of Pedagogical and Social Studies Jurnal Ilmiah Akuntansi dan Keuangan (JIAN) Journal of Social Science and Business Studies Indonesian Journal of Islamic Counseling Jurnal Ilmiah Multidisiplin Indonesia Jurnal Aplikasi Perpajakan International Conference on Islamic Economic JINNSA : Jurnal Interdisipliner Sosiologi Agama 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) Jurnal Ilmiah Akuntansi dan Keuangan (JIAN) Variable Research Journal
Nur Afiah, Nur
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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 Adil, Andi Syaripa Nur Aldyta Afifah, Evi Aguatiawan, Rahmat Ahmad Ahmad Ana Fitriana Anandasari, Tasya Anggriana, Siti Anisatun Humayrah Rais Annisa, Dian Anwar, Aswar Anwar, Azwar Anwar, Rezki Amaliah Arifin, Arif Zaenal Ariya, Muhammad Arqam, Arqam Aspri, Ahmad Rizaldi Asri, Rahmatul Azis, Fajriani Azisah, Nur Azizah, Friska Rahmatika Bahrun, Sultan Adam Baiq Nikmatul Ulya Chalid, Lukman Christin Christin Dalimunthe, Muhammad Rizqan Ahsanu Daniel Happy Putra Darwis, Marina Dayu, Dian Permatasari Kusuma Dunakhir, Samirah Edi Saputra Hasibuan Erwin Owan Hermansyah Fachrul Firdaus, Muh Fachry Abda El Rahman Fakhruddin, Zulfah Fauziah Fauziah Febrianti, Andi Muzdalifah Ferdi Ferdiansyah, Lalu Ferdiansyah, Lalu Ferdi Fitriani Mandung Fitriyani, Nurleli Gunawan, Arbella Rizkia Hamzah Hamzah Hamzah, Hajrah Handayani, A. Asti Haq, Nursyam Arifa Hariany Idris Haryani, Virta Hasrati, Hasrati Hermawati Hermawati, Hermawati Hiljati, Hiljati Hiro, Handy Anggara Holiah, Iis Humayrah, Anisatun Huriyah, Andi Husnul Idris, Nur Irsan Ika Putri, Hindong Indradewa, Rhian Irham Irham Irmayani, I. Irwanti, A. Azzahra Asri Istiq'faroh, Nurul Jafar N, Muhammad Kamil Juniwati Juniwati Kadir, Amiruddin M. Ridwan Tikollah Mahmud, Basri Manase, Leonardo Mas’ud, Masdar Mauliza, Rully MS Tumanggor Muhammad Arif Muhammad Azis Muhammad Haramain Muin, Rahmawati Mujahid Mujahid, Mujahid Mukhammad Idrus Murtadho, Fawwaz Musa, Kartika Septiary Pratiwi Mustary, Emilia Muthaharah, Fitria Mutiara Putri, Mutiara Nana Suryana Nasriani Nasriani Nathania Pratiwi Nuraisyiah Nuriman Nurlela Penampe, Marie Anne Ester Pirsya, Pirsya Prasisca, Tiara Purnomo, Bintoro Bagus Puspitasari, Feni Raden Mohamad Herdian Bhakti Reskiyawati, Siti Nur Rijal, Abdul Rizaldi Aspri, Ahmad Rohanah, Rohanah Rosaninda, Rosaninda Rustam, Utari Ryketeng, Masdar S, Masnawaty Safiruddin Al Baqi, Safiruddin Sahade Sahade Salsabila, Adinda Aura Sam, Andi Aliyyah Ramadhani Samaun, Siti Salina Samsinar Samsinar Samsinar Sappeami, Sappeami Saputra, Fadhli Arief SF, Nadya Fadhilah. Sri Wahyuni Sugiati Sugiati Suliyanti Sulvinajayanti Suriyanti, S. Syska Purnama Sari, Syska Purnama Tenribali, Andi Anugrah Caezar Tjalla, Maghdalena Wiguna Restu , Pandu Zulaita