<![CDATA[The rapid growth of e-commerce in Indonesia has not been accompanied by an increase in customer loyalty, as consumers still easily switch between platforms. This study aims to determine the influence of app feature interactivity and gamification experiences on customer loyalty to the Astro e-commerce app in the city of Bekasi. The research method employed a quantitative approach involving the distribution of questionnaires to 100 respondents, followed by analysis using multiple linear regression with the aid of SPSS 26. The results indicate that app feature interactivity has a positive and significant effect on customer loyalty, contributing 78%, while gamification experiences have a positive and significant effect, contributing 76.3%. Simultaneously, app feature interactivity and gamification experience exert a significant positive influence with a coefficient of determination (R²) of 84.1%, while the remaining 15.9% is explained by other variables outside the scope of this study. These findings confirm that app feature interactivity is a dominant factor in driving customer loyalty, yet gamification experience remains crucial for reinforcing customer loyalty. This study offers practical insights for e-commerce industry practitioners to design more targeted marketing strategies aligned with the preferences of today’s digital consumers.]]>
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