Pengaruh Gamifikasi, Monthly Event, dan Reward Koin Terhadap Minat Beli Ulang Pelanggan Shopee : Studi Kasus pada Pelanggan Shopee Gen Z di Kabupaten Bireuen Tahun 2026

Wahyu Widyananda (Universitas Islam Kebangsaan Indonesia)
Fauzi Fauzi (Universitas Islam Kebangsaan Indonesia)
Zuriani Ritonga (Universitas Islam Kebangsaan Indonesia)

Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Vol. 5 No. 3 (2026): Agustus: Jurnal Penelitian Ekonomi Manajemen dan Bisnis

This empirical investigation is articulated to analyze the determinants of gamification interventions, monthly events, and coin reward incentives on the repurchase intention of Shopee customers among the Generation Z cohort in Bireuen Regency, Aceh Province. The rapid escalation of a highly competitive e-commerce ecosystem demands the acceleration of innovative digital marketing strategies to secure consumer retention, particularly within the digital native segment. Considering Bireuen Regency's Generation Z population of 123,100, this causal-exploratory quantitative research operationalizes a structured survey approach. Sampling was executed applying a purposive sampling technique based on precise criteria: active Gen Z customers who interact with gaming features (gamification), engage with monthly promotional campaigns, and redeem Shopee coin incentives. Sample threshold calculation operationalized Cochran's formula at a 10% margin of error, yielding a representative sample size of 102 respondents. Primary data were collected via a 5-point Likert scale structured questionnaire and subsequently computed using SPSS-based multiple linear regression estimation. Partial inferential testing results prove that gamification (), monthly events (), and coin rewards () contribute positively and statistically significantly to triggering an escalation in repurchase intention (). Evaluation via the t-test detected gamification as the most dominant predictor, achieving a regression coefficient of (). The coin reward variable followed with a regression coefficient of (), followed by monthly events, which recorded a coefficient of (). Simultaneous test (F-test) verification confirms a significant collective contribution of all three predictors toward repurchase intention, as demonstrated by (). The explanatory power of the model is articulated by a coefficient of determination () of 0.712, indicating that 71.2% of the variance in Generation Z repurchase intention in Bireuen Regency is predicted by the integration of these three strategies, while the remaining 28.8% is influenced by latent variables outside the model's estimation scope. The practical implications of these findings validate that the convergence of interactive entertainment, periodic promotional urgency, and digital economic incentives proves crucial in constructing young consumer loyalty within regional markets.