Analysis Of The Role Of Gamification In Influence Shopping Engagement : Shopee E-Commerce Case Study: English

Muhammad Nurfaiz Athoillah (Faculty Business and Economics Islamic University of Indonesia)
Anas Hidayat (Faculty Business and Economics Islamic University of Indonesia)

International Journal of Economics, Business and Innovation Research
Vol. 3 No. 04 (2024): July, International Journal of Economics, Business and Innovation Research (IJ

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.