The Pengaruh Gamification Marketing Dan Perceived Value Terhadap Customer Loyalty (Studi Kasus Kopi Kenangan di Jakarta Selatan)

Vindy Nurhaliza Iswahyudi (Politeknik Negeri Jakarta)
Endah Wartiningsih (Politeknik Negeri Jakarta)
Riza Hadikusuma (Politeknik Negeri Jakarta)
Imas Chandra Pratiwi (Politeknik Negeri Jakarta)
Erlyn Rosalina (Politeknik Negeri Jakarta)

Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Vol. 15 No. 01 (2026): SNRT XV TAHUN 2026

This study aims to analyze the effect of gamification marketing and perceived value on customer loyalty among Kopi Kenangan consumers in South Jakarta. The research background is based on the decline in Kopi Kenangan's Top Brand Index and transaction volume in 2025, amid increasingly competitive local coffee industry dynamics. This study employed an associative quantitative approach with purposive sampling technique. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with IBM SPSS version 27. The results indicate that partially, gamification marketing does not have a significant effect on customer loyalty, whereas perceived value has a positive and significant effect. Simultaneously, both variables jointly exert a significant influence on customer loyalty, explaining 49.9% of its variance. These findings suggest that perceived value is a more dominant factor in shaping customer loyalty compared to the application of gamification elements within a digital platform.