Pengaruh Penerapan Gamifikasi Shopee terhadap Loyalitas Pelanggan Bagi Pengguna Shopee di Kecamatan Medan Baru dengan Keterlibatan Pelanggan sebagai Variabel Intervening

Abstract

This study aims to determine the effect of the gamification strategy that has been implemented by Shopee through Shopee Games on customer loyalty with the customer engagement variabel as the intervening variable. The data of this study was obtained from a questionnaire distributed to 110 respondents of Shopee users who had played Shopee Games and analyzed using path analysis. The results showed that gamification had an effect on customer engagement, gamification had an effect on customer loyalty, customer engagement had an effect on customer loyalty, gamification had an effect on customer loyalty with customer engagement as an intervening variabel.