<![CDATA[Gamification in digital marketing is increasingly applied to enhance user interaction and stimulate purchase intention. This study aims to examine the effect of gamification strategies on purchase intention with customer engagement acting as a moderating variable in the relationship. A quantitative approach was employed using structural model analysis and bootstrapping to test the relationships among variables. The results reveal that gamification has a significant effect on customer engagement with a path coefficient of 0.719. Customer engagement also significantly influences purchase intention with a coefficient of 0.345. In addition, gamification shows a significant direct effect on purchase intention with a coefficient of 0.568, indicating a stronger direct influence compared to the indirect effect. The indirect effect through customer engagement is also significant with a coefficient of 0.249, confirming its role as a partial mediator. Based on the Stimulus Organism Response (SOR) theory, gamification acts as the stimulus that shapes customer engagement as the organism, which subsequently leads to purchase intention as the response. Thus, gamification implementation is proven effective in increasing user engagement and strengthening purchase intention]]>
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