MARKETING GAMIFICATION STRATEGY IN INCREASING CUSTOMER LOYALTY TO COSMETIC BRANDS

The development of digital technology has changed the way businesses interact with customers. One sector that has undergone significant transformation is e-commerce, where companies compete to create a more attractive and interactive shopping experience for customers. Fulfillment of sustainable beauty needs through e-commerce encourages people not only to make transactions but also through customer interaction in increasing brand loyalty of a product. Marketing Gamification has emerged as one of the innovative approaches that can be used by e-commerce companies to create a more attractive experience. Gamification is the use of game elements such as points, levels, prizes, and challenges in a non-game environment to encourage consumer engagement and motivation. This study uses a qualitative approach with a phenomenological method that explores respondents' answers to be able to provide new contributions in the field of beauty product marketing. The purpose of this study is to determine the role of marketing gamification in e-commerce in increasing brand loyalty of household products in the city of Surabaya. Based on the results of interviews conducted on 20 participants of R & D Beauty products, 80% were interested in purchasing R & D Beauty products because of customer interaction, product suitability and agency business system offered by R & D Beauty, while 20% of other participants stated that they were interested in using the product because of the reward system, consultation services and free product delivery provided by the R & D Beauty company. The conclusion of the study explains that marketing gamification provides benefits in increasing customer loyalty for cosmetic products and several other things were found that can increase customer loyalty, including consultation and delivery services that make customers not only consumers but can become agents of a brand.