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"Dewasa ini, persaingan antar e-commerce di Indonesia berlangsung sangat ketat. Persaingan e-commerce Indonesia dilatarbelakangi oleh ambisinya untuk memiliki tingkat keterlibatan pengguna yang tinggi. Guna meningkatkan engagement dan mengupayakan tumbuhnya brand attitude pengguna yang positif, saat ini beberapa e-commerce di Indonesia telah menggunakan gamification sebagai bagian dari open innovation, termasuk Shopee. Penelitian ini bertujuan untuk menganalisis pengaruh gamification terhadap intention of engagement dan brand attitude. Penelitian ini juga bertujuan untuk mengidentifikasi dan menganalisis keterlibatan pengguna pada aktivitas gamification sebagai proses open innovation dibidang pemasaran. Metode penelitian adalah kuantitatif. Kuesioner disebarkan kepada 170 responden dan dianalisa menggunakan SEM-PLS. Hasil dari penelitian ini adalah dimensi perceived enjoyment berpengaruh positif dan signifikan terhadap intention of engagement dan brand attitude. Dimensi perceived usefulness dan perceived social influence hanya berpengaruh pada brand attitude. Adapun perceived ease of use tidak berpengaruh signifikan terhadap intention of engagement dan brand attitude. Pada konteks partisipasi pengguna dalam open innovation, kolaborasi antara pengguna dan Shopee tampaknya belum memiliki tingkat keterlibatan yang kuat. Pada dimensi protection, semua game yang dihadirkan di Shopee Games telah memenuhi unsur perlindungan atas kekayaan intelektual, yang mengindikasikan adanya unsur keunikan ideation sebagai bagian dari keberlangsungan praktik open innovation.

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Nowadays, e-commerce in Indonesia faces an intense competition. The Indonesian e-commerce competition is motivated by its ambition to have a high level of user engagement. To increase engagement and strive for the growth of a positive user brand attitude, several e-commerce companies in Indonesia have used gamification as part of open innovation, including Shopee. This study aims to analyze the effect of gamification on the intention of engagement and brand attitude. This study also aims to analyze gamification as an open innovation process in the marketing sector. The research method is quantitative. The questionnaire was distributed to 170 respondents and analyzed using SEM-PLS. This study indicates that perceived enjoyment has a positive and significant effect on the intention of engagement and brand attitude. Perceived usefulness and perceived social influence only affect brand attitude. Meanwhile, perceived ease of use does not significantly affect intention of engagement and brand attitude. As for the context of the user's participation in open innovation, the collaboration between users and Shopee does not appear to be strong. In the protection dimension, all games presented at Shopee Games have fulfilled the intellectual property element, indicating the uniqueness of the ideation in the open innovation process."

"Gamification menjadi bentuk marketing yang mulai banyak digunakan oleh berbagai bisnis, tidak sedikit perusahaan dan bisnis di Indonesia yang mulai menerapkan sistem gamfication, karena dianggap merupakan cara yang dapat meningkatkan engagement para konsumennya dan juga equity dari brand tersebut yang terdiri dari awareness dan loyalitasnya, salah satu perusahaan tersebut adalah Shopee dengan fitur gamifikasinya adalah Shopee Games. Penelitian ini dilakukan terhadap pemain Shopee Games di Indonesia, dengan tujuan untuk mengetahui pengaruh yang diberikan oleh gamification feature terhadap brand engagement dan brand equity, data dianalisis menggunakan Teknik PLS-SEM dan SPSS. Hasil penelitian ini menunjukan gamification feature, yaitu immersion, achievement, dan social interaction related feature berpengaruh terhadap masing- masing dimensi brand engagement, yaitu emotional, cognitive, dan social brand engagement. Hasil penelitian juga menemukan emotional dan cognitive brand engagement berpengaruh terhadap brand awareness dan loyalty, namun social brand engagement tidak berpengaruh terhadap kedua dimensi brand equity, peneliti juga melakukan analisis terhadap hubungan gamification feature terhadap brand equity, dengan hasil analisis tidak adanya hubungan yang signifika antara gamification feature terhadap brand equity. Hasil penelitian menunjukan adanya pengaruh gamification feature terhadap brand engagement yang juga berpengaruh terhadap brand equity.

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Gamification became a marketing technique that many businesses already using, there’s a lot of companies and businesses in Indonesia that start using gamification, because it can increase the engagement of their customer and the equity of their brand that consists of awareness and loyalty. one of the companies that used gamification are Shopee with their gamification feature known as Shopee Games. this research was conducted on Shopee Games players, to know the effect of gamification features on brand engagement and brand equity. data were analyzed using PLS-SEM and SPSS, this research has shown gamification features that consist of immersion, achievement, and social interaction-related feature had a significant effect on each brand engagement dimension, that is emotional, cognitive, and social brand engagement. this research also shows there's a significant effect of emotional and cognitive brand engagement on brand awareness and brand loyalty, but social brand engagement doesn't have any significant effect on brand awareness and brand loyalty. the researcher also analyzed the effect of gamification features on brand equity, the result showed no significant effect of gamification features on brand equity. this research study showed the effect of gamification features on brand engagement was significant and consequently affecting brand equity."

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Gamifikasi telah diimplementasikan pada program loyalitas pengguna mobile payment di Indonesia. Namun penelitian yang secara spesifik membahas gamifikasi pada mobile payment di Indonesia belum banyak ditemukan. Saat ini penggunaan gamifikasi pada mobile payment masih terbatas dalam bentuk points dan rewards. Pada perjalannya, gamifikasi yang diterapkan mulai tidak sejalan dengan tujuannya. Para pengguna tidak merasakan keuntungan dan kepuasan dari penggunaan gamifikasi pada mobile payment. Penelitian ini akan mengeksplorasi faktor yang mempengaruhi penggunaan gamifikasi pada mobile payment, dan melakukan perancangan gamifikasi yang sesuai untuk mobile payment dengan berbasiskan Uses and Gratification Theory (UGT) dan pendekatan Design Science Research (DSR). Thamatic analysis dilakukan untuk mengidentifikasi faktor yang mempengaruhi penggunaan gamifikasi pada mobile payment. Setelah faktor diidentifikasi dilakukan confirmatory analysis dengan menggunakan metode structural equation modelling (SEM). Hasil penelitian ini menyimpulkan bahwa, enjoyment, passing time, ease of use, self-presentation, economic rewards, dan social interaction menjadi faktor yang berpengaruh terhadap penggunaan gamifikasi pada mobile payment. Faktor-faktor yang telah dikonfirmasi digunakan sebagai kriteria dan sub-kriteria pemilihan elemen gamifikasi yang dilakukan dengan teknik AHP-TOPSIS. Pengembangan prototipe dilakukan dan kemudian dievaluasi dengan kuesioner SUS yang memperoleh SUS score 84 dan Adjactive Rating Good sehingga dapat disimpulkan bahwa prototipe yang dikembangkan dapat diterima, dimengerti dan memuaskan pengguna.

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Gamification has been implemented in the mobile payment customer loyalty program. However, the research that investigates gamification explicitly on mobile payment in Indonesia is still hard to find. Currently, the use of gamification on mobile payments is still limited in the form of points and rewards. On its journey, the gamification applied is not in line with its purpose. Users do not feel the benefits and satisfaction of using gamification on mobile payments. This study will explore the factors that influence the use of gamification on mobile payments, and design gamification suitable for mobile payments based on Uses and Gratification Theory (UGT) and the Design Science Research (DSR) approach. Thematic analysis carried out to identify factors that influence the use of gamification on mobile payments. After the factors identified, a confirmatory analysis performed using the structural equation modeling (SEM) method. This study identified seven factors like enjoyment, passing time, ease of use, self-presentation, economic rewards, and social interaction that significantly influence the use of gamification on mobile payments. The factors that have been confirmed are then used as criteria and sub-criteria for selection game elements using the AHP-TOPSIS technique. The development of the prototype done and then evaluated using the SUS questionnaire, which obtained SUS score 84 with Adjective Rating Good. Based on these results, it can be concluded that the prototype developed was acceptable, understood, and satisfying the user.

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"Pendekatan gamifikasi yang mereplikasi pemikiran dari konteks game ke dalam non-game dapat diterapkan dalam berbagai bidang, salah satunya pekerjaan. Studi sebelumnya telah membahas dampak gamifikasi seperti “ilusi kebebasan”, ketidakjelasan status mitra dan aspek pendorong pengemudi tetap bekerja dalam sistem gamifikasi pekerjaan dari segi ekstrinsik (uang, bonus, lencana, papan kemajuan). Tujuan penelitian ini adalah untuk mendeskripsikan cara pengemudi Grab tetap bertahan dalam sistem gamifikasi pekerjaan dan menggambarkan narasi “making out” (perlawanan) dan “making do” (persetujuan) pengemudi Grab di ruang virtual. Penelitian ini berangkat dari Burawoy (1979), namun menempatkan “making out” dan “making do” seperti studi McCabe (2014) sebagai satu pasangan dalam melihat penghargaan intrinsik sebagai pendorong pengemudi untuk bekerja. Argumentasi peneliti adalah adanya penghargaan intrinsik (kekuasaan, pengakuan, tanggung jawab, penguasaan, serta prestasi pribadi) mendorong pengemudi untuk tetap bertahan dan memberikan kapasitas pengemudi untuk melakukan “making out” (perlawanan) maupun “making do” (persetujuan) menghadapi sistem gamifikasi pekerjaan. Penelitian ini menggunakan pendekatan kualitatif, melalui wawancara mendalam dan dilengkapi visualisasi data digital yakni Grup WhatsApp dengan metode Pivot Table. Temuan membuktikan bahwa dalam menghadapi gamifikasi pekerjaan, pengemudi memanfaatkan penghargaan intrinsik (kekuasaan, tanggung jawab, pengakuan) untuk beradaptasi dengan melakukan perilaku “making out” (perlawanan) dan “making do” (persetujuan) yang juga mereka bangun melalui ruang virtual yakni Grup WhatsApp.

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The gamification approach that replicates thinking from game contexts into non-games can be applied in various fields, one of which is work. Previous studies have discussed the impact of gamification such as the “illusion of freedom”, unclear partner status, and aspects that encourage drivers to keep working in the gamification of work in terms of extrinsic (money, bonuses, badges, progress boards). The purpose of this study is to describe how Grab drivers stay in the gamification of work and describe the narratives of “making out” (resistance) and “making do” (consent) of Grab drivers in a virtual space. This study departs from Burawoy (1979), but places "making out" and "making do" as McCabe's (2014) study as a pair in viewing intrinsic rewards as driving drivers to work. The researcher argues that the existence of intrinsic rewards (power, recognition, responsibility, mastery, and personal achievement) encourages drivers to stay afloat and provides the driver's capacity to do "making out" (resistance) and "making do" (consent) against the gamification of work. This study uses a qualitative approach, through in-depth interviews and is equipped with digital data visualization, namely WhatsApp Groups with the Pivot Table method. The findings prove that in dealing with gamification of work, drivers take advantage of intrinsic rewards (power, responsibility, recognition) to adapt by performing “making out” (resistance) and “making do” (consent) behaviors which they also build through virtual spaces, namely WhatsApp Groups. "

"Semakin majunya teknologi saat ini, media digital tentunya berpotensi besar untuk dimanfaatkan sebagai sarana pemasaran brand, dan mengintegrasikan strateginya dengan teknologi canggih. Diantaranya adalah gamifikasi dalam konteks pemasaran. Gamifikasi adalah penggunaan elemen- elemen game dan teknik design game dalam konteks non-game. Model yang dipergunakan dalam penelitian ini merujuk pada model yang dikemukakan oleh Yang et al (2017) untuk melihat pengaruh perceived usefulness, perceived ease of use, perceived social influence, dan perceived enjoyment terhadap intention of engagement towards gamification dan brand attitude dengan objek yang diteliti adalah Wearable Fitness Technology (WFT). Responden dalam penelitian ini diperoleh melalui metode snowball. Dengan menggunakan metodologi kuantitatif, hasil penelitian menunjukkan dukungan empiris untuk perceived usefulness dan perceived ease of use sebagai prediktor terhadap intention of engagement towards gamification dan brand attitude. Namun, perceived social influence secara mengejutkan ditemukan tidak secara signifikan mempengaruhi intention of engagement towards gamification. Sebaliknya, perceived enjoyment secara signifikan berpengaruh terhadap intention of engagement towards gamification dan tidak terhadap brand attitude. Penelitian ini memberikan bukti empiris bahwa gamifikasi merupakan salah satu strategi marketing yang inovatif yang dapat digunakan oleh marketer dalam mempromosikan brand nya, meningkatkan loyalitas, engagement, hingga mengubah perilaku masyarakat dengan cara yang menarik.

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Digital media has a huge potential to be used as a strategy marketing for a brand, and integrates its strategy with sophisticated technology. For example, gamification in marketing context. Gamification is the use of game elements and game design techniques in non-game contexts. This research will talk about the influences of gamification marketing towards intention of engagement towards gamification and brand attitude with study on Wearable Fitness Technology (WFT). Respondents in this study are collected through snowball method. The model that used in this study refers to the model that proposed by Yang et al (2017). By using quantitative methodology, results of study shows that, empirical support for perceived usefulness and perceived ease of use as predictor towards intention of engagement towards gamification and brand attitude. However, perceived social influence surprisingly found not significantly effect the intention of engagement towards gamification but has an effect towards brand attitude. Conversely, perceived enjoyment significantly affects the intention of engagement towards gamification and not towards brand attitude. This study provides empirical evidence that gamification is one of innovative marketing strategies that can be used by markets in promoting their brand, increase the loyalities, engagement, up to change people’s behavior in an interesting way."

"Di Indonesia, ketatnya persaingan antar m-commerce membuat m-commerce berlomba-lomba menerapkan strategi pemasaran terbaik dan menarik demi meningkatkan gross merchandise value (GMV), dan menciptakan repeat purchase. Terlebih, konsumen Indonesia yang tergolong shifters menjadikannya ingin menikmati layanan berbelanja tidak hanya dari satu m-commerce. Retensi dan kontinuitas menjadi tantangan sendiri, sementara daily active users (DAU) menjadi faktor penting untuk mendorong GMV, yakni metrik yang krusial bagi kelangsungan m-commerce. Gamifikasi sebagai penerapan desain game ke dalam konteks non-game, menjadi strategi terkini bagi para m-commerce. Gamifikasi dalam m-commerce yang didesain memiliki insentif, memberi motivasi khusus untuk pengguna menggunakan kembali aplikasi berbelanja, sehingga memengaruhi DAU yang dapat menstimulasi tingginya GMV m-commerce. Untuk itu, penelitian ini dilakukan demi mengetahui faktor-faktor yang memengaruhi intention to engage in gamificaton, dan pengaruhnya terhadap brand attitude dan continuance intention dalam menggunakan aplikasi berbelanja. Penelitian didasari oleh technology acceptance model (TAM) dengan menambahkan variabel perceived social influence, satisfaction, dan continuance intention. Survei terhadap 590 presponden dilakukan melalui kuesioner terstruktur, dan data dianalisis menggunakan Structural Equation Method (SEM). Hasil yang diperoleh adalah perceived usefulness, perceived social influence, perceived enjoyment dari gamifikasi memiliki pengaruh terhadap intention to engage in gamification dan brand attitude serta intention to engage in gamification dan brand attitude memiliki pengaruh terhadap satisfaction dan continuance intention.

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M-commerce competition in Indonesia is heating up, thus pushing m-commerce firms to redefine their strategies, make the best and the most interesting offering in order to acquire new customers, boost repeat purchase, and achieve desired gross merchandise value (GMV). Its no surprise that in Indonesia, customers tend to be shifters, means they enjoy shopping and interacting with several m-commerce, hence making them to be less-engage. With ever-expanding presence of m-commerce, the importance of engagement and continuity have never been greater. Engagement and continuity metrics vary, but in m-commerce, GMV metric provides insight into companys growth and sustainability. And measuring daily active users (DAU), represents how frequent shoppers using the m-commerce app that will affect its GMV valuation. Gamification is the application of game-thinking in non-game contexts, and has become a strategic imperative for business and marketing. Shopee using gamification to incentivize and indulge shoppers through structural rewards, that will drive engagement and re-usage (DAU) of the app. Therefore, this study aims to find out factors that affect intention to engage in gamification, and its influence on brand attitude and continuance intention in using Shopee as a gamified m-commerce app. This study exerts a technology acceptance model (TAM) with the addition of perceived social influence and perceived enjoyment to the original model. While intention to engage in gamification, brand attitude, and satisfaction predict continuance intention.  Data is collected through a structured questionnaire, and 590 valid responses are analyzed using validity and reliability test, continued by Structural Equation Method (SEM). Findings of this study reveal that perceived usefulness, perceived social influence, perceived enjoyment of gamification have influence on the intention to engage in gamification and brand attitude. Furthermore, intention to engage in gamification and brand attitude has an influence on satisfaction and continuance intention in using Shopee."

"Kehadiran fitur gamifikasi dalam suatu platform memainkan peran krusial dalam meningkatkan keterlibatan pengguna. Gamifikasi telah menunjukkan kemampuannya untuk memupuk niat berinteraksi dan membentuk sikap merek yang positif di antara pengguna. Penulis ingin membuktikan hal tersebut khusus di pasar media streaming video on demand (SVoD) Indonesia yang tumbuh dari pasar media, di mana secara global sedang mengalami lonjakan angka pemasukan pada platform streaming digital. Penelitian ini pun memanfaatkan perluasan model Technology Acceptance Model (TAM), yang mencakup dimensi perceived usefulness, perceived ease of use, perceived social influence, dan perceived enjoyment, untuk mengukur sejauh mana penerimaan pengguna terhadap gamifikasi dan bagaimana gamifikasi tersebut berdampak pada intention of engagement dan brand attitude pengguna. Penelitian ini menggunakan pendekatan kuantitatif melalui penyebaran kuesioner menggunakan teknik purposive sampling terhadap pengguna Vidio Arcade di aplikasi Vidio. Data yang diperoleh dari penelitian ini sejumlah 121 responden dan dianalisis menggunakan analisis data SEM-PLS (Structural Equation Modelling – Partial Least Square) menggunakan aplikasi SmartPLS 4. Hasil dari penelitian ini menunjukkan bahwa brand attitude dipengaruhi oleh dimensi perceived usefulness dan variabel intention of engagement, kemudian intention of engagement dipengaruhi oleh dimensi perceived social influence dan perceived enjoyment. Dimensi perceived ease of use menjadi prediktor terlemah terhadap variabel brand attitude dan intention of engagement, diikutii oleh dimensi perceived usefulness yang tidak memengaruhi intention of engagement, serta dimensi perceived social influence dan perceived enjoyment yang tidak memengaruhi brand attitude pengguna.

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The presence of gamification features in a technology platform plays a crucial role in increasing user engagement. Gamification has demonstrated its ability to foster engagement intentions and shape positive brand attitudes among users. This study aims to prove this case specifically in the Indonesian streaming video on demand (SVoD) which is growing from the media market, where globally there is a surge in revenue figures on digital streaming platforms. This research utilizes an extension of the Technology Acceptance Model (TAM), which includes the dimensions of perceived usefulness, perceived ease of use, perceived social influence, and perceived enjoyment, to measure the extent of user acceptance of gamification and how gamification impacts on intention of engagement and brand user attitude. This research uses a quantitative approach by distributing questionnaires using purposive sampling techniques to Vidio Arcade users. The data obtained from this research was 121 respondents and analyzed using SEM-PLS (Structural Equation Modeling - Partial Least Square) data analysis. Data processing uses the SmartPLS 4 application. The results of this research show that brand attitude is influenced by the dimensions of perceived usefulness and the intention of engagement variable, then the intention of engagement is influenced by the dimensions of perceived social influence and perceived enjoyment. The perceived ease of use dimension is the weakest predictor of the brand attitude and intention of engagement variables, followed by the perceived usefulness dimension which does not influence the intention of engagement, as well as perceived social influence and perceived enjoyment dimensions which do not influence the user's brand attitude."

"Tujuan dari penelitian ini adalah untuk memahami bagaimana gamifikasi berkontribusi pada penciptaan nilai positive affect, hedonic value, dan reward satisfaction di konteks e-commerce dan bagaimana penciptaan nilai ini berkaitan dengan brand engagement. Penelitian ini dibangun dengan semi eksperimen menggunakan kuesioner, dan melibatkan pengguna aplikasi Shopee 3 bulan terakhir yang telah memainkan permainan yang ditentukan. Penelitian ini menunjukkan bahwa gamifikasi mempengaruhi hedonic value suatu aktivitas dan efek ini dijelaskan oleh positive affect. Hedonic value dibandingkan dengan reward satisfaction, sebagai prediktor dari niat brand engagement. Akhirnya, gamifikasi melalui continue engagement intention memiliki pengaruh positif dengan brand engagement

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The purpose of this study is to understand how gamification contributes to customer value creation in the e-commerce context and how this value creation is related to brand engagement. This study builds on survey, involving Shopee application users. Participants are exposed to one condition: using the Shopee application for the past 3 months. The findings show that gamification affects the hedonic value of an activity and that this effect can be partly explained by a positive influence. When hedonic values are compared with satisfaction with prizes, hedonic values are found as better predictors of intentions for continuing involvement. Finally, gamification through the intention of ongoing involvement is positively related to brand involvement."

"Penelitian ini bertujuan untuk meneliti pengaruh dari gamification elements, yaitu reward elements, challenge elements, points elements, dan enjoyment elements terhadap brand loyalty yang dimediasi oleh customer engagement. Penelitian ini menggunakan desain penelitian deskriptif dengan pengambilan data secara cross-sectional melalui penyebaran kuesioner kepada responden menggunakan Google Form. Responden yang disasar pada penelitian ini adalah pengguna Shopee yang pernah bermain games Shopee dalam 3 bulan terakhir dengan usia 18-34 tahun dan berdomisili di Jabodetabek. Data yang didapatkan diolah menggunakan metode Structural Equation Modeling (SEM) dengan bantuan software Smart PLS 3.0. Hasil penelitian menunjukkan bahwa challenge elements dan enjoyment elements memiliki pengaruh positif dan signifikan terhadap brand loyalty dengan dimediasi oleh customer engagement. Di sisi lain, customer engagement tidak dapat memediasi pengaruh reward elements dan points elements terhadap brand loyalty.

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This study uses a descriptive research design with cross-sectional data collection through distribution questionnaires to respondents using Google Form. The target respondents in this study are the Shopee users that have played Shopee games in 3-month period with age 18 – 34 years old and domiciled in Jabodetabek area. The number of respondents obtained in this study was 163 respondents. The data obtained is processed using Structural Equation Modelling (SEM) method with the help of Smart PLS 3.0 software, The result of this study indicate that only challenge elements and enjoyment elements has a significant influence towards brand loyalty mediated by customer engagement. Customer engagement cant mediate the influence of reward elements and points elements towards brand loyalty.  "

"Persaingan e-commerce di Indonesia mengharuskan perusahaan e-commerce untuk membuat strategi baru untuk dapat mempertahankan loyalitas konsumen. Gamification diyakini memiliki pengaruh yang kuat untuk dapat menarik dan melibatkan konsumen sehingga konsumen loyal terhadap sebuah e-commerce. Tesis ini membahas pengaruh gamification terhadap brand loyalty pada e-commerce di Indonesia melalui customer engagement sebagai variabel intervening dan customer satisfaction sebagai variabel moderating. Pendekatan yang digunakan dalam penelitian ini menggunakan pendekatan kuantitatif kepada 200 responden pengguna kuis Shopee.Metode analisis data dilakukan dengan menggunakan analisis deskriptif dan analisis jalur. Dalam penelitian ini terdapat tiga model penelitian, yaitu pertama pengaruh gamification terhadap brand loyalty secara langsung, kedua pengaruh gamification terhadap brand loyalty melalui customer engagement sebagai variabel intervening dan ketiga pengaruh gamification terhadap brand loyalty melalui customer engagement sebagai variabel intervening dan customer satisfaction sebagai variabel moderating.Hasil penelitian membuktikan gamification berpengaruh terhadap brand loyalty secara langsung; gamification berpengaruh terhadap brand loyalty melalui customer engagement sebagai variabel intervening; dan customer satisfaction tidak dapat memoderasi pengaruh antara customer engagement dengan brand loyalty. Pada praktiknya e-commerce dapat menerapkan gamification dengan menggunakan elemental tetrad model untuk meningkatkan loyalitas konsumen sehingga perusahaan dapat bersaing dan mengembangan bisnis. Selain itu, segmentasi responden dapat dipertimbangkan untuk mengukur karakteristik dari pengguna sebuah gamification sehingga dapat dijadikan acuan bagi perusahaan dalam penerapan tipe gamification yang tepat.

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The competition of e-commerce in Indonesia requires e-commerce companies to create new strategies to be able to maintain consumer loyalty. Gamification is believed to have a strong influence to attract and engage consumers so that consumers are loyal to the e-commerce. This thesis discusses the effect of gamification on brand loyalty in e-commerce in Indonesia through customer engagement as an intervening variable and customer satisfaction as a moderating variable. The approach used in this study uses quantitative approach with 200 respondents Kuis Shopee users.

Data analysis method is done by using descriptive analysis and path analysis. In this study there are three research models, firstly the effect of gamification on brand loyalty directly, secondly the effect of gamification on brand loyalty through customer engagement as an intervening variable and thirdly the effect of gamification on brand loyalty through customer engagement as an intervening variable and customer satisfaction as a moderating variable.

The results of the study prove that gamification directly affects brand loyalty; gamification has an effect on brand loyalty through customer engagement as an intervening variable; and customer satisfaction cannot moderate the influence between customer engagement and brand loyalty. In practice e-commerce can apply gamification by using elemental tetrad model to increase consumer loyalty so that companies can compete and develop the business. In addition, segmentation of the respondent can be considered to measure the characteristics of gamification users so that it can be used as a reference for companies in applying the right type of gamification."