Impact of Gamification Element Towards Continuance Intention at Indonesia Marketplace

In this era, the marketplace needs to use various strategies in their business and marketing to compete with other businesses to have a competitive advantage that can attract customers. One of the strategies is to use a new concept called gamification in digital marketing. Shopee Tanam is one of the most popular gamification features in Indonesia. The research goals were to define and clarify the effectiveness of applying Shopee Tanam gamification elements in the Shopee marketplace. Also, finding gamification elements that have the most significant impact on user Continuance Intention of Shopee Tanam game on the Shopee marketplace. This study uses Partial Least Square-Structural Equation Modelling (PLS-SEM) as study research with a purposive sampling method; data was gathered by online questionnaire from 399 respondents in November 2022 and respondents are located in Greater Jakarta and other cities around Indonesia. In this research, Intrinsic Motivation and satisfaction influence Continuance Intention, while Competence, Autonomy, Relatedness, and Reward affect Intrinsic Motivation.