Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal International Journal of Economics, Business and Innovation Research
Anas Hidayat
Faculty Business and Economics Islamic University of Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis Of The Role Of Gamification In Influence Shopping Engagement : Shopee E-Commerce Case Study: English Muhammad Nurfaiz Athoillah; Anas Hidayat
International Journal of Economics, Business and Innovation Research Vol. 3 No. 04 (2024): July, International Journal of Economics, Business and Innovation Research (IJ
Publisher : Cita konsultindo

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Abstract

This research is a study that examines the gamification features in Shopee E-Commerce which are designed to provide new experiences for users in playing games available on Shopee E-commerce. This research aims to examine the influence of gamification on shopping engagement in consumers which will ultimately lead to buying interest. This research uses a quantitative approach with analysis tools using Smart-PLS. The data used is primary data with data collection tools using a questionnaire and data obtained from 210 respondents. The findings in this research are: 1) Shopping gamification, focused attention, shopping enjoyment, and socialness have a positive and significant effect on shopping engagement, 2) shopping engagement has a positive and significant effect on intention to buy.
Co-Authors Muhammad Nurfaiz Athoillah