FITUR GAMIFIKASI MENINGKATKAN REPURCHASE INTENTION MELALUI CUSTOMER EXPERIENCE DAN CUSTOMER ENGAGEMENT PADA MARKETPLACE

Genta Nugraha Hadi Surya (Universitas Muhammadiyah Sukabumi)
Kokom Komariah (Universitas Muhammadiyah Sukabumi)
Resa Nurmala (Universitas Muhammadiyah Sukabumi)

Journal of Economic, Bussines and Accounting (COSTING)
Vol. 9 No. 3 (2026): Journal of Economic, Bussines and Accounting (COSTING)

This study aims to analyze the effect of gamification features on Repurchase Inten-tion through Customer experience and customer engagement among marketplace users. This research employed an explanatory quantitative approach using purpos-ive sampling and involved 240 respondents. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4. The results indicate that gamification features have a positive and significant effect on Custom-er experience and customer engagement. Furthermore, Customer experience and customer engagement have a positive and significant effect on Repurchase Inten-tion. These findings demonstrate that gamification features can enhance users' Re-purchase Intention through Customer experience and customer engagement devel-oped during marketplace usage.