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All Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Ayu Desti Lestari
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Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Gamifikasi, Flow Experience, dan Perceived Enjoyment pada Niat Bertransaksi Pengguna Shopee Ayu Desti Lestari; Alfizi; Puspita Lianti Putri
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 10 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i10.9624

Abstract

This study aims to analyze the influence of gamification, flow experience, and perceived enjoyment on users’ transaction intention on the Shopee application in Banyumas Regency. The background of this research is based on the high national usage of Shopee, which does not necessarily align with the utilization of its interactive features, such as gamification, in semi-urban areas. This study uses a quantitative approach with descriptive and causal research designs. Data were collected through questionnaires distributed to 100 respondents who are active Shopee users in Banyumas and have interacted with gamified features such as Shopee Tanam, Shopee Candy, and others. The data analysis technique used is multiple linear regression. The results show that gamification, flow experience, and perceived enjoyment each have a positive effect on transaction intention. Simultaneously, the three variables also significantly influence users' intention to transact on Shopee. These findings are expected to provide strategic insights for Shopee in improving the effectiveness of its interactive features and enhancing user loyalty, particularly in semi-urban areas.
Pengaruh Gamifikasi, Flow Experience, dan Perceived Enjoyment pada Niat Bertransaksi Pengguna Shopee Ayu Desti Lestari; Alfizi; Puspita Lianti Putri
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 10 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i10.9624

Abstract

This study aims to analyze the influence of gamification, flow experience, and perceived enjoyment on users’ transaction intention on the Shopee application in Banyumas Regency. The background of this research is based on the high national usage of Shopee, which does not necessarily align with the utilization of its interactive features, such as gamification, in semi-urban areas. This study uses a quantitative approach with descriptive and causal research designs. Data were collected through questionnaires distributed to 100 respondents who are active Shopee users in Banyumas and have interacted with gamified features such as Shopee Tanam, Shopee Candy, and others. The data analysis technique used is multiple linear regression. The results show that gamification, flow experience, and perceived enjoyment each have a positive effect on transaction intention. Simultaneously, the three variables also significantly influence users' intention to transact on Shopee. These findings are expected to provide strategic insights for Shopee in improving the effectiveness of its interactive features and enhancing user loyalty, particularly in semi-urban areas.
Co-Authors Alfizi, Alfizi Puspita Lianti Putri