Pengaruh Gamifikasi E-Commerce terhadap Customer Loyalty dengan Brand Trust dan Perceived Enjoyment sebagai Variabel Mediasi pada Pengguna Shopee di Jawa Barat
DOI:
https://doi.org/10.61083/ebisma.v6i3.170Keywords:
Brand trust, Customer loyalty, Gamifikasi e-commerce, Perceived enjoyment, ShopeeAbstract
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.
References
Agnes Z, Y. (2025). Shopee Jadi E-Commerce yang Paling Banyak Diakses di Indonesia 2025. GoodStats. https://goodstats.id/article/shopee-jadi-e-commerce-yang-paling-banyak-diakses-di-indonesia-2025-3COz0
Annur, C. M. (2023). E-commerce, Sektor Penyumbang Ekonomi Digital Terbesar Indonesia pada 2023. Databoks. https://databoks.katadata.co.id/ekonomi-makro/statistik/97e4bf1c00aaedb/e-commerce-sektor-penyumbang-ekonomi-digital-terbesar-indonesia-pada-2023#:~:text=Indonesia pada sektor e-commerce diperkirakan mencapai US$62 miliar pada 2023.
Arifah, A. N., Waskita, G. S., Saputro, B. P., Kusumadewi, R. A., Chakim, M. H. R., Rachmadi, K. R., Riswandi, D., Siddiqa, H., Oemar, M. D., Nurzaman, F., Asbaruna, L. W. B., Fortuna, P. E. D., Dewi, M., Lestari, D. F., Lazuardini, A. D., Noerhatini, P., Eldon, M., Susanto, S., Ruhliandini, P. Z., Meliana. (2025). Bisnis dan Kewirausahaan Era Digital. Sada Kurnia Pustaka
Awaluddin, M. (2025). Digital Technology Adoption and Online Marketing Strategies as Drivers of Consumer Purchase Decisions with the Moderating Effect of Service Quality. Sinergi International Journal of Management and Business, 3(4), 242–253. https://doi.org/https://doi.org/10.61194/ijmb.v3i4.856
Dewi, D. A. P. A. K., Amrita, N. D. A., & Wulandari, D. A. M. F. (2025). Analisis Perilaku Konsumen dalam Belanja Online: Faktor Kepercayaan, Risiko, dan Kepuasan Dewa. Jurnal Ekonomi, Manajemen, Bisnis Dan Akuntansi Review Vol:, 5(2), 1–10. https://doi.org/https://doi.org/10.53697/emba.v5i2.3678 *Correspondence:
Dimitrieska, S. (2024). Building And Maintaining Customer Loyalty. BRJ (Balkan Research Journal), 1(1), 15–26. https://doi.org/https://doi.org//10.69648/NHXH4714 Balkan
Febriyanto, Y. (2025). Pengaruh Fasilitas dan Kualitas Pelayanan terhadap Kepuasan Pelanggan Pada PT . Java Teknikindo Tangerang. Jurnal Semesta Ilmu Manajemen Dan Ekonomi (J-SIME), 1(3), 322–335. https://doi.org/https://doi.org/10.71417/j-sime.v1i3.276
Ginting, E. R. B. B., Ikramuddi, Bachri, N., & Muchsin. (2025). The Influence Of Perceived Ease Of Use And Perceived Enjoyment On Behavioral Intention With Trust As A Mediating Variable Among Dana E-Wallet Users (A Case Study On Generation Z In Lhokseumawe City). JIIC: JURNAL INTELEK INSAN CENDIKIA, 2(7), 13855–13873. https://jicnusantara.com/index.php/jiic/article/view/4448
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2019). Multivariate Data Analysis (EIGHTH EDI). Annabel Ainscow. https://eli.johogo.com/Class/CCU/SEM/_Multivariate Data Analysis_Hair.pdf
Hair, J. F., Hult, G. T. M., & Ringle, C. M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (Second Ed.). SAGE Publications, Inc. https://eli.johogo.com/Class/CCU/SEM/_A Primer on Partial Least Squares Structural Equation Modeling_Hair.pdf
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling ( PLS-SEM ) Using R. https://doi.org/https://doi.org/10.1007/978-3-030-80519-7 ©
Halim, W. O., & Purwanegara, M. S. (2024). The Effect of Gamification toward Customer Engagement in Shopee E-Commerce. International Journal of Current Science Research and Review, 07(08), 6286–6296. https://doi.org/10.47191/ijcsrr/v7-i8-42
Hapsari, R., Hussein, A. S., & Muslim, N. A. (2025). Marketing Through Play : Integrating Gamification and User Experience to Drive E-Commerce Engagement and Loyalty. International Journal of Social Science and Business, 9(4), 767–777. https://doi.org/10.23887/ijssb.v9i4.73823
Khanifa, Rizkiyah, T. F., & Azzatillah. (2022). Pengaruh Customer Experience dan Brand Trust terhadap Customer Loyalty. Ekraf: Jurnal Ekonomi Kreatif Dan Inovatif Indonesia, 1(1), 34–43. https://doi.org/https://doi.org/10.59965/ekraf.v1i1.13
Kumar, A. K. (2017). How do Perceived Enjoyment and Perceived Usefulness of a Software Product Interact over Time to Impact Technology Acceptance? Interacting with Computers, 29(4), 467–480. https://doi.org/10.1093/iwc/iwx006
Laksono, A. W., & Suryadi, N. (2020). Pengaruh Citra Merek, Kepercayaan Merek, Dan Kualitas Produk Terhadap Loyalitas Merek Pada Pelanggan Geprek Bensu Di Kota Malang. Holistic Journal of Management Research, I(1). https://doi.org/10.33019/hjmr.v3i1.1804
Lee, G. K. S. (2025). Trust in Social Commerce : Challenges and Opportunities for Building Consumer Confidence and Shaping Purchase Intention Background and Rationale of the Study. International Journal of Applied Research in Business and Management, 06(01). https://doi.org/https://doi.org/10.51137/wrp.ijarbm.2025.gltt.45761
Meylina, A., Amron, A., & Pakarti, P. (2024). Exploring the Impact of Gamification to Perceived Enjoyment and Customer Personalized Experience to Increasing Customer Satisfaction and Customer Loyalty. International Seminar on Application for Technology of Information and Communication (ISemantic). https://doi.org/10.1109/iSemantic63362.2024.10762420
Monica, F., & Japarianto, E. (2022). Analisa Pengaruh Perceived Ease Of Use Dan Melalui Perceived Enjoyment Terhadap Behavior Intention Pada Digital Payment. Jurnal Manajemen Pemasaran, 16(1), 9–15. https://doi.org/10.9744/pemasaran.16.1.9
Mustafa, M., & Sheikh, A. A. (2025). [ The Role of Gamification , Enjoyment , and Playfulness in Enhancing Customer Engagement and Psychological Wellbeing ]. Journal of Management & Social Science, 2(2), 158–172. https://doi.org/https://doi.org/10.63075/7m206e46
Naradipa, C. (2020). The Effect of Perceived Ease of Use , Perceived Enjoyment , Perceived Cohesion , Social Norm and Customer Preference to Customer Loyalty Online Game Community First Person Shooter in Surabaya. KnE Social Sciences, 2020, 117–125. https://doi.org/10.18502/kss.v4i7.6847
Nazori, A. Z., Triyono, G., Hardjianto, M., Budiyanto, U., & Solichin. (2025). International Journal of Data and Network Science The role of information management systems and electronic-HRM on company performance : A study on Indonesian manufacturing. International Journal of Data and Network Science, 9(4), 891–900. https://doi.org/10.5267/j.ijdns.2025.1.003
Nielsen. (2023). How to preserve brand loyalty in FMCG despite falling consumer confidence. Nielsen Consumer LLC. https://nielseniq.com/global/en/insights/commentary/2023/how-to-preserve-brand-loyalty-in-fmcg-despite-falling-consumer-confidence/
Nurcholis, R., & Susanti, R. (2025). Pengaruh Kepercayaan Merek dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Shopee dengan Kepuasan Pelanggan Sebagai Pemediasi ( Survei pada Mahasiswa Fakultas Ekonomi Unisri Surakarta ). PENG: Jurnal Ekonomi Dan Manajemen, 2(2), 3014–3032. https://doi.org/doi.org/10.62710/xj753m41
Punwatkar, S., & Verghese, M. (2025). Investigating the impact of gamification on customer engagement, brand loyalty and purchase intent in marketing. Journal of Applied Research and Technology, 23, 94–102. https://doi.org/https://doi.org/10.22201/icat.24486736e.2025.23.1.2592
Rahayu, R., & Day, J. (2017). E-commerce adoption by SMEs in developing countries : evidence from Indonesia. Eurasian Business Review, 7(1), 25–41. https://doi.org/10.1007/s40821-016-0044-6
Rahmayanti, S. R. D., & Oetarjo, M. (2023). Pengaruh Kualitas Pelayanan dan Pengalaman Pelanggan Terhadap Loyalitas Pelanggan Shopee di Kota Singaraja. Ekuitas: Jurnal Pendidikan Ekonomi, 11(1), 116–122. https://doi.org/10.23887/ekuitas.v11i1.60905
Rahmayanti, S. R. D., & Oetarjo, M. (2024). E-Service Quality Dynamics and Global Customer Loyalty Impact. Indonesian Journal of Law and Economics Review, 19(2). https://doi.org/https://doi.org/10.21070/ijler.v19i2.1061
Rajnish, Aagja, J., & Bagdare, S. (2017). Customer experience – a review and research agenda. Journal of Service Theory and Practice, 27(3), 642–662. https://doi.org/10.1108/JSTP-03-2015-0064
Rashid, N. S., & Zeebaree, S. R. M. (2025). Gamification in digital marketing for e-commerce : a review of strategies to boost engagement and sales. International Journal of Scientific World, 11(1), 95–103. https://doi.org/10.14419/bfmn7r29
Ratnasari, E., & Dwujayanti, R. (2022). Pengaruh Gamafication dan Perceived Enjoyment Terhadap Repurchase Intention Pada Pengguna Aplikasi Mobile Shopee. Jempper, 1(2), 175–184. https://doi.org/https://doi.org/10.55606/jempper.v1i2.389
Safitri, S. R. A., & Herfianti, M. (2025). Pengaruh Gamifikasi Terhadap Loyalitas Pelanggan Pada Aplikasi Shopee. Jurnal Entrepreneur Dan Manajemen Sains, 6(2), 1172–1183. https://doi.org/https://doi.org/10.36085/jems.v6i2.8375
Santos, P. M., Dias, J. M., & Bairrada, C. M. (2024). Heliyon Gamification in marketing : Insights on current and future research directions based on a bibliometric and theories , contexts , characteristics and methodologies analysis. Heliyon, 10(11), e32047. https://doi.org/10.1016/j.heliyon.2024.e32047
Saputra, D. A., Wijaya, A. U., & Indriastuti, D. E. (2024). Pencantuman Batasan Tanggung Jawab Pemilik / Pengelola Situs Dalam Transaksi Jual Beli Secara Online Dan Dampaknya Bagi Konsumen Electronic Commerce ( E-Commerce ). Menurut Undang- Undang Nomor 19 Tahun 2016. Jurnal Ilmu Hukum Wijaya Putra, 2(2), 75–88. https://doi.org/https://doi.org/10.38156/jihwp.v2i2.129
Sarhan. (2024). Pengaruh Gamifikasi Terhadap Keterlibatan Pelanggan dan Loyalitas Pelanggan pada E-Commerce Shopee. Seminar Nasional Pembangunan Ekonomi Berkelanjutan Dan Riset Ilmu Sosial, 3064–2566, 413–424. https://www.ejurnal.teraskampus.id/index.php/simetris/article/view/154/73
Sari, N. N. (2022). The Use of Technology Acceptance Model to Explain Brand Attitude and Loyalty Intention in E-Commerce : The Gamification Case Explain Brand Attitude And Loyalty Intention In E-. Asean Marketing Journal Volume, 14(1). https://doi.org/10.21002/amj.v14i1.1151
Setyowati, D. (2023). TikTok Gaet Tokopedia, E-Commerce Asing Kuasai 86% Pasar di Indonesia. Katadata.Co.Id. https://doi.org/https://katadata.co.id/digital/e-commerce/658386c6375ce/tiktok-gaet-tokopedia-e-commerce-asing-kuasai-86-pasar-di-indonesia
Shelvy, Kurniawan, & Alodia, T. (2023). The Effect of Perceived Ease of Use and Perceived Enjoyment on Customer Trust and Loyalty in Online Food Delivery Service. Binus Business Review, 14(July), 163–170. https://doi.org/10.21512/bbr.v14i2.8874
Sitepu, Y. M., & Nurainun. (2024). The Influence Of Perceived Ease Of Use Dimensions On Intention To Use The Shopee E-Commerce Application. International Proceeding Journal on Finance, Economics, and Management, 2, 1–15. https://doi.org/https://doi.org/10.29103/icofeb.v2i-.1080
Suharsono, Y. (2024). Dampak Brand Trust Terhadap Brand Love, Brand Commitment, Dan Wom Konsumen Wardah Cosmetics Pontianak. Obis : Jurnal Ekonomi Dan Bisnis, 6(1), 1–14. https://doi.org/https://doi.org/10.63848/obis.v06n1.1
Suhendry, W. (2023). Loyalitas Konsumen E-Commerce Shopee Di Kota Pontianak. ECOBISMA (Jurnal Ekonomi, Bisnis Dan Manajemen), 10(2), 37–51.
Wahyuni, S., & Sutrismi, S. (2022). Point of View Research Management Analysis of Online Buying and Selling Transactions Through the Shopee Application Based Islamic Economic Perspective. Point of View Research Management, 3(1), 42–54. https://doi.org/https://journal.accountingpointofview.id/index.php/POVREMA/article/view/181/145
Winarti, A., Ningrum, N. K., & Maharani, B. D. (2023). The Influence of Visual Appeal and Perceived Enjoyment on Brand Loyalty Through Customer Trust for Shopee Users in Yogyakarta. Journal La Sociale, 4(5), 283–292. https://doi.org/10.37899/journal-la-sociale.v4i5.887
Works, M. (2024). Ecommerce in Southeast Asia 2024. https://momentum.asia/insights/detail/ecommerce-in-southeast-asia-2024#:~:text=Description,and TikTok Shop’s rapid rise
Wulur, L. M., Militina, T., Achmad, G. N., & Kalimantan, E. (2020). Effect of service quality and brand trust on customer satisfaction and customer loyalty pertamina hospital balikpapan. International Journal of Economics, Business and Accounting Research (IJEBAR), 2020(1), 72–83.
Xi, N., & Hamari, J. (2020). Does gamification affect brand engagement and equity ? A study in online brand communities. Journal of Business Research, 109(January 2019), 449–460. https://doi.org/10.1016/j.jbusres.2019.11.058
Xu, Y., Chen, Z., Peng, M. Y. P., & Anser, M. K. (2020). Enhancing Consumer Online Purchase Intention Through Gamification in China: Perspective of Cognitive Evaluation Theory. Frontiers in Psychology, 11(November), 1–13. https://doi.org/10.3389/fpsyg.2020.581200
Yadav, R., & Chand, S. (2024). Gamification and Online Shopping Experience. Economics, Finance, Business & Industry. https://doi.org/10.4324/9781032694238-7
Yani, M. I., & Sugiyanto. (2022). Pengaruh Kualitas Layanan , Kepercayaan , Citra Merek Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Edwin Jeans Indonesia Pada E-Commerce Shopee. Sinomika Journal, 1(3), 443–472. https://doi.org/https://doi.org/10.54443/sinomika.v1i3.285
Zega, L. R. L., Perdanakusuma, A. R., & Hariyant, U. (2025). The Influence of Gamification Affordance on Customer Loyalty among E-Commerce in Indonesia. Journal of Information Systems Engineering and Business Intelligence, 11(2), 115–125. https://doi.org/https://doi.org/10.20473/jisebi.11.2.115-125
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Aimsya Tri Purnama, Isyana Rahayu
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
