The Role of Brand Loyalty in Mediating the Effect of Perceived Value on E-WoM: A Case Study of Shopee Gamification

Ni Wayan Delvin Anjelina Saputra (Universitas Mahasaraswati Denpasar)
Anak Agung Putu Agung (Universitas Mahasaraswati Denpasar)
Ni Putu Cempaka Dharmadewi Atmaja (Universitas Mahasaraswati Denpasar)

Journal of Mathematics Instruction, Social Research and Opinion
Vol. 5 No. 3 (2026): September

The Shopee app is widely used in Indonesia, making it one of the fastest-growing e-commerce marketplaces. This study examines how perceived value influences electronic word-of-mouth (E-WoM) and brand loyalty, and investigates the mediating role of brand loyalty among users of Shopee's gamification features. This study employs a quantitative methodology, applying Hair's formula to analyze data collected from 180 active Shopee consumers via a questionnaire. The study analyzed the data using Structural Equation Modeling (SEM). The findings indicate that brand loyalty and E-WoM are positively and significantly influenced by perceived value, which encompasses utilitarian, hedonic, and social value. Furthermore, this study shows that brand loyalty mediates the effect of perceived value on E-WoM, meaning that enhancing users' perceived value can strengthen customer loyalty and encourage the tendency to share information online.