Pengaruh Gamifikasi, Promosi dan Kemudahan Penggunaan terhadap Loyalitas Konsumen di Aplikasi Shopee
Survei pada Komunitas Shopee Games Indonesia
DOI:
https://doi.org/10.55606/jupiman.v4i3.5524Keywords:
consumer loyalty, ease of use, gamification, promotion, ShopeeAbstract
This study aims to analyze the influence of gamification, promotion, and ease of use on consumer loyalty in the Shopee application, focusing on members of the Shopee Games Indonesia Community. The background of this research lies in the increasingly intense competition in the e-commerce industry, which requires companies to develop innovative strategies to retain customers. One of the strategies implemented by Shopee is gamification through interactive game features, diverse promotional activities, and a simple, user-friendly application interface. This research employed a quantitative approach, with primary data collected through questionnaires distributed to 97 respondents who actively used Shopee Games features. The data were analyzed using multiple linear regression to test the proposed hypotheses. The results indicate that gamification, promotion, and ease of use significantly affect consumer loyalty. These findings highlight that the success of e-commerce applications in retaining customers does not only rely on product quality, but also on creating enjoyable user experiences, relevant promotional strategies, and innovative features that can enhance user engagement. Therefore, the implementation of gamification and promotion strategies supported by ease of use can serve as key factors in improving customer loyalty toward Shopee.
Downloads
References
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (7th ed.). Pearson Education.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does gamification work? A literature review of empirical studies on gamification. 47th Hawaii International Conference on System Sciences, 3025-3034. IEEE. https://doi.org/10.1109/HICSS.2014.377
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Michelle, V., & Susilo, H. (2021). Pengaruh promosi online terhadap loyalitas konsumen. Jurnal Ekonomi dan Bisnis, 9(2), 155-166.
Rahmawati, A., & Nugroho, Y. (2021). Pengaruh kemudahan penggunaan aplikasi e-commerce terhadap loyalitas pelanggan. Jurnal Sistem Informasi dan Bisnis, 13(2), 89-97. https://doi.org/10.33005/jifosi.v2i2.304
Sari, D., & Hidayat, R. (2020). Peran promosi digital terhadap keputusan pembelian ulang pada e-commerce. Jurnal Pemasaran Modern, 6(1), 45-56. https://doi.org/10.47747/jnmpsdm.v1i2.127
Soetam, R. (2022). Technology acceptance model dalam sistem informasi. Mitra Wacana Media.
Tjiptono, F. (2019). Strategi pemasaran (4th ed.). Andi.
Utami, R., Prasetyo, A., & Lestari, D. (2025). Gamification in digital marketing: Enhancing customer engagement. Journal of Marketing Innovation, 12(1), 1-10.
Wengi, S., Pratama, I., & Sari, R. (2022). Gamification as a tool to increase customer loyalty. Jurnal Manajemen Pemasaran, 18(2), 40-52.
Werbach, K., & Hunter, D. (2012). For the win: How game thinking can revolutionize your business. Wharton Digital Press.
Yuan, Y., Chen, H., & Zhao, X. (2020). Customer loyalty in e-commerce: The role of trust, ease of use, and satisfaction. Electronic Commerce Research, 20(3), 411-437.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Publikasi Ilmu Manajemen
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
