The Effect of Gamification on Shopee in Increasing Customer Loyalty and Purchase Intentions

This study investigates the influence of gamification on user loyalty and purchase intention within Indonesia’s highly competitive e-commerce sector, focusing specifically on Shopee. It examines how gamified elements, such as rewards and interactive games, can enhance consumer loyalty and encourage repeat purchases, addressing challenges like low user engagement and high bounce rates faced by e-commerce platforms. The study adopts a quantitative methodology, integrating the Technology Acceptance Model (TAM) alongside key concepts of Gamification, Customer Loyalty, e-word-of-mouth, and Purchase Intention. Data was collected through surveys from 411 respondents in Jakarta and the surrounding area. The findings suggest that Gamification $(\beta=0.266$, t-value $=5.711, p=0.000)$, eWOM $(\beta=0.372$, tvalue $=6.546, p=0.000)$, Perceived Ease of Use ($\beta=0.237$, t value $=4.830, p=0.000$) and Perceived Usefulness ($\beta=0.138$, tvalue $=2.132, \mathrm{p}=0.017$) significantly impacted customer loyalty. However, gamification does not directly influence Purchase Intention and is indirectly mediated by customer loyalty.