Pengaruh Gamifikasi E-Commerce terhadap Customer Loyalty dengan Brand Trust dan Perceived Enjoyment sebagai Variabel Mediasi pada Pengguna Shopee di Jawa Barat

Journal: Economics, Business, Management, & Accounting Journal (Ebisma)

Publication: 2026-09-25

DOI: 10.61083/ebisma.v6i3.170

Abstract

This study aims to examine the effect of e-commerce gamification on customer loyalty, with brand trust and perceived enjoyment serving as mediating variables, among Shopee users in West Java. A quantitative approach was employed using a survey method with a closed-ended Likert-scale questionnaire. The sample consisted of 100 respondents selected through purposive sampling based on the criteria of being active Shopee users aged 17 or older who had previously used gamification features. Data analysis was conducted using Partial Least Squares-based Structural Equation Modeling (SEM-PLS) with SmartPLS 4. The results of this study indicate that: The results of the study show that: e-commerce gamification has a positive and significant effect on brand trust; e-commerce gamification has a positive and significant effect on perceived enjoyment; brand trust has a positive and significant effect on customer loyalty; perceived enjoyment has a positive and significant effect on customer loyalty; brand trust mediates the effect of e-commerce gamification on customer loyalty; and perceived enjoyment mediates the effect of e-commerce gamification on customer loyalty. These findings suggest that gamification elements not only increase user engagement but also strengthen brand trust and the perception of enjoyment as psychological factors that drive customer loyalty.