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Mila Widia Putri
Universitas Swadaya Gunung Jati, Cirebon, Indonesia
Economics, Econometrics & Finance

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Gamification Appeal and Customer Engagement Increase Online Consumer Repurchase Intentions Elsya Tri Hasanah; Mila Widia Putri; Siska Ernawati Fatimah
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i1.7015

Abstract

Gamification with the use of non-gaming through points, levels, challenges, rewards, or leaderboards on e-commerce shopping platforms becomes a more interesting activity and motivates customer engagement. This study aims to explore the factors that influence repurchase intention in e-ecommerce, with a focus on gamification and customer engagement. The participants in this study were individuals from Cirebon City, aged between 15-29 years old, with a sample size of 399 respondents determined using the Slovin formula. The sampling technique used was purposive random sampling. The research data were analyzed using the SEM-PLS (Partial Least-Structural Equation Modeling) method. The research findings reveal that gamification and customer engagement significantly influence Generation Z's intention to repurchase in e-commerce. Gamification strongly drives Generation Z's purchase intention in e-commerce shopping, this is because gamification creates a fun and interactive shopping experience. An interactive gamification strategy can be utilized by e-commerce businesses to encourage Generation Z's buying interest, so that the strategy created is interesting and effective to be of interest to Generation Z, which will increase consumer buying interest.
Co-Authors Elsya Tri Hasanah Siska Ernawati Fatimah