Analyzing the Effect of Gamification Elements in E-Commerce on Buying Intention in Gen Z Students in the Jakarta Area

Abstract

Introduction: This study analyzes the influence of gamification features specifically Competition, Rewards, and Social Interaction on Customer Experience, Customer Engagement, and Repurchase Intention among Gen Z students in DKI Jakarta who are active users of the Shopee e-commerce platform. A quantitative research method was employed, utilizing Smart PLS version 4.1.0.9 for data analysis, with responses collected from 400 respondents. The findings reveal that Competition has a positive but statistically insignificant effect on Customer Experience, while Rewards demonstrate a positive and significant impact. Interestingly, Social Interaction does not significantly influence Customer Experience. However, both Competition and Rewards positively affect Customer Engagement. Furthermore, the study confirms that Customer Experience and Customer Engagement significantly and positively influence Repurchase Intention. These results provide valuable insights into the role of gamification in enhancing customer interactions and driving repeat purchases, particularly in the context of e-commerce platforms targeting younger demographics. The study highlights the importance of strategically implementing gamification elements, such as rewards, to foster deeper customer engagement and loyalty. This research contributes to the growing body of knowledge on gamification's potential to shape consumer behavior in digital marketplaces.