Pengaruh Gamification Terhadap Brand Engagement dengan E-satisfaction sebagai Variabel Mediator

Abstract

Along with the development of technology, the implementation of gamification, namely bringing game elements in various fields, has been widely carried out, including in e-commerce or electronic commerce. The implementation of gamification is carried out for various purposes, such as getting consumers to be actively involved with a brand. This research was conducted on the implementation of Shopee Tanam gamification in the Shopee Indonesia application to explain whether there is an effect of gamification on brand engagement through electronic satisfaction or better known as e-satisfaction. The concept used is gamification with the dimensions of entertainment, interaction, and novelty; e-satisfaction related to convenience, customization, information, and communication; and brand engagement that includes emotional, cognitive, and social. This study uses an explanatory research method with a quantitative approach and uses a survey research method. The results obtained show that the implementation of Shopee Tanam's gamification can directly affect Shopee's brand engagement without being mediated by e-satisfaction with Shopee Tanam. However, mediated by e-satisfaction, the implementation of Shopee Tanam's gamification has a greater influence on brand engagement.