GAMIFICATION AND CUSTOMER LOYALTY: THE MEDIATING ROLE OF USER ENGAGEMENT AMONG SHOPEE USERS IN INDONESIA

Abstract

This study investigates how gamification features implemented in Shopee influence customer loyalty through the mediating role of user engagement among Indonesian users. A quantitative approach was applied using survey questionnaires distributed to 200 respondents selected through purposive sampling. Data were analyzed using the PLS-SEM method with SmartPLS 4 to examine construct reliability, validity, and relationships among variables. The findings reveal that gamification positively and significantly affects customer loyalty with a coefficient value of 0.435 and user engagement with a coefficient value of 0.672. Furthermore, user engagement also has a positive and significant effect on customer loyalty with a coefficient value of 0.435. The indirect effect analysis indicates that user engagement partially mediates the relationship between gamification and customer loyalty, with a coefficient value of 0.292. The coefficient of determination (R²) values show that the model explains 63.3% of the variance in customer loyalty and 45.2% of the variance in user engagement. Overall, the results confirm that gamification plays an important role in enhancing user engagement and strengthening customer loyalty on Shopee in Indonesia.