Pengaruh Gamification Terhadap Loyalitas Pelanggan dengan Keterlibatan Pelanggan Sebagai Variabel Intervening Pada Pengguna Aplikasi Tokopedia (Studi Pada Mahasiswa FEB 2020 Universitas Muhammadiyah Metro)

Putri Ramadhanti, Amanda
Ratmono
Fitriani

Jurnal Manajemen DIVERSIFIKASI
Vol. 6 No. 3 (2026): September

The purpose of this study is to determine whether gamification has a direct effect on loyalty, to determine whether gamification has a direct effect on customer engagement, to determine whether customer engagement has a direct effect on loyalty. This study uses quantitative research, the population in this study were FEB students of Muhammadiyah Metro University Class of 2020 using the Slovin formula, a sample of 76 students was obtained. The data collection technique used a questionnaire, with data analysis using Validity Test, Reliability Test, Normality Test, Homogeneity Test, Path Analysis. The results of this study indicate that gamification has a direct effect on customer loyalty in the Tokopedia application, gamification has a direct effect on customer engagement in the Tokopedia application, customer engagement has a direct effect on customer loyalty in the Tokopedia application.