International Journal of Economics Development Research (IJEDR)
Vol. 4 No. 1 (2023): International Journal of Economics Development Research (IJEDR)

The Effectiveness of Perceived Enjoyment and Brand Engagement in Correlating Gamification Marketing with Online Repurchase Intention in Shopee Game Users

Mila Almaudina (Universitas Muhammadiyah Sukabumi, Indonesia)
Asep Muhammad Ramdan (Universitas Muhammadiyah Sukabumi, Indonesia)
Dicky Jhoansyah (Universitas Muhammadiyah Sukabumi, Indonesia)
Mazzlida Mat Deli (Universiti Kebangsaan Malaysia, Malaysia)

Article Info

Publish Date
31 Jan 2023

Abstract

This study was conducted with the aim of knowing how much influence and effectiveness of perceived enjoyment and brand engagement in mediating the relationship between gamification marketing on online repurchase intention in shopee games users. The research method used in this research is descriptive causal method with a quantitative approach. This research was conducted by distributing questionnaires online to 250 respondents. The data analysis technique in this study is the Structural Equational Modeling (SEM) technique using IBM SPSS AMOS 24 software. The results of this study indicate that the role of perceived enjoyment and brand engagement has a positive and significant effect and is effectively used in the gamification marketing relationship to increase online repeat purchase intention for shopee games users.

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Journal Info
International Journal of Economics Development Research (IJEDR)
Website

Abbrev

ijedr

Publisher

Yayasan Pendidikan Riset dan Pengembangan Intelektual

Subject

Economics, Econometrics & Finance Social Sciences

Description

IJEDR focuses on economics, innovation, and investment. Dedicated to enhancing economics development a country, regional and the world in general. IJEDR invites papers on Economics field (Economic growth, Monetary and fiscal policy effect, Innovation practices, Innovation impact, Corporate finance, ...