The impact of gamification on loyalty mediated by consumer engagement and brand awareness

The purpose of this study is to investigate the impact of gamification on loyalty by mediating consumer engagement and brand awareness among Shopee users in Surabaya. Consumer behavior guides this research. Shopee users serve as the research subjects in this study. This study employs a quantitative methodology. The participants in this study were Shopee users who played gamification games. Purposive sampling was used, and there were 130 respondents in total. The G-Form questionnaire collects data, and the results are analyzed using SEM-PLS. The findings of this study show that gamification has a direct effect on loyalty. Gamification also influences consumer engagement and brand awareness. Brand awareness and consumer engagement both have an impact on loyalty. Gamification's impact on loyalty can be mediated by consumer engagement and brand awareness.