PENGARUH GAMIFIKASI TERHADAP LOYALITAS PELANGGAN PADA APLIKASI SHOPEE

Syah Rani Augie Safitri; Meiffa Herfianti

Authors

Syah Rani Augie Safitri Universitas Muhammadiyah Bengkulu
Meiffa Herfianti Universitas Muhammadiyah Bengkulu

Abstract

Shopee implements gamification as part of its strategy to increase user loyalty. By providing a fun and competitive experience, gamification plays a role in strengthening user loyalty and encouraging more consistent application usage. The purpose of this study was to determine the effect of gamification on Shopee customer loyalty. This study uses a quantitative method with a survey approach, where data was collected through a questionnaire distributed to 105 students of the Management Study Program, Universitas Muhammadiyah Bengkulu, class of 2021–2024. The selected respondents were Shopee users who had interacted with the gamification feature in the Shopee application. The data analysis technique used multiple linear regression with the help of SPSS version 25 software. The results of the study showed that gamification had a positive effect on Shopee customer loyalty (t count 3.122> t table 2.275). Therefore, Shopee can optimize the reward system by providing more attractive and personalized incentives, such as exclusive bonuses for active users or surprise gifts based on shopping preferences. In addition, notifications can be more interactive by displaying user achievements in the form of attractive graphics or animations.

Keywords: Gamification, Loyalty, Shopee

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