The Impact of Gamification on Brand Loyalty Mediated by Customer Engagement (An Empirical Study: Alfapets Users on the Alfagift Application in the Jabodetabek Area)

Authors

  • Mario Susilo Universitas Bunda Mulia, Tangerang, Indonesia

DOI:

https://doi.org/10.38035/dijefa.v5i3.3133

Keywords:

Gamification, Customer Engagement, Brand Loyalty, Mobile Application, Alfapets, Alfagift

Abstract

This study aims to examine the influence of gamification on brand loyalty through the mediating role of customer engagement. Gamification, the application of game elements in non-game contexts, is hypothesized to increase customer engagement, which ultimately strengthens brand loyalty. This study involved 180 respondents residing in Jabodetabek who are active users of the Alfapets gamification feature on the Alfagift mobile application. Data was collected through online questionnaires and analyzed using Structural Equation Modeling (SEM). The results show that gamification has a positive impact on customer engagement and brand loyalty. Furthermore, customer engagement was proven to be a significant mediating variable in the relationship between gamification and brand loyalty. The findings of this study provide implications for marketers and mobile application developers in designing strategies to enhance customer engagement and loyalty through the effective implementation of gamification elements.

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Published

2024-08-01

How to Cite

Susilo, M. (2024). The Impact of Gamification on Brand Loyalty Mediated by Customer Engagement (An Empirical Study: Alfapets Users on the Alfagift Application in the Jabodetabek Area). Dinasti International Journal of Economics, Finance &Amp; Accounting, 5(3), 1609–1616. https://doi.org/10.38035/dijefa.v5i3.3133

Issue

Vol. 5 No. 3 (2024): Dinasti International Journal of Economics, Finance & Accounting (July - August 2024)

Section

Articles

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