THE IMPACT OF GAMIFICATION FOR ATTRACTING E-COMMERCE CUSTOMER LOYALTY

Abstract

Indonesian E-commerce is quickly emerging, with this rapid development the competition between E-commerce in Indonesia is getting tougher and intense. During the intense of competition, the companies should strengthen their relationship towards its customer. Customer loyalty is one of the important things to pay attention to. Providing gamification services could be one of the strategies that can be used by many E-commerce companies in Indonesia. Therefore, this research intends to find out whether what are the factors in gamification that can affect customer loyalty in E-commerce. The present study’s predicting variables included perceived usefulness, perceived ease of use, perceived social influence, and perceived enjoyment, with attitude and continuance intention as the mediating variable. This research used a quantitative method using Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyze the data of the respondents (n=424) who lived in the Greater Jakarta area. The results showed that perceived ease of use did not significantly influence continuance intention. Meanwhile Perceived Social Influence and Perceived Enjoyment has significant influence on Attitude and Continuance Intention. Finally, this research showed the importance of attitude and continuance Intention as the mediating variable. With the result that shown continuance Intention is the most significant predictor of customer loyalty. The result for the adjusted R2 of the endogenous variable was 79%.