Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen
Vol. 18 (Special Issue), 2022

The impact of gamification on customer engagement and customer loyalty from users of shopee in Samarinda

Ariesta Heksarini (Faculty of Economics and Business, Mulawarman University)
Aulia Safira Putri (Unknown)

Article Info

Publish Date
10 Jun 2022

Abstract

The increase in internet users in Indonesia has resulted in a rapid increase in e-commerce transactions in recent years. As a result, e-commerce companies compete with one another to increase customer engagement and loyalty. The gamification strategy is one of the approaches taken. This study aims to determine the impact of gamification on customer engagement and loyalty among Shopee users in Samarinda. The results show that Shopee Indonesia's gamification strategy has a significant and positive effect on customer engagement and loyalty.

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Journal Info
Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen
Website

Abbrev

INOVASI

Publisher

Universitas Mulawarman

Subject

Economics, Econometrics & Finance Other

Description

INOVASI: Jurnal ekonomi, keuangan dan manajemenis a scientific journal in the field of economics and management published twice a year (in April & ...