Analyzing the Influence of Gamification Features on User Retention in Duolingo

In an increasingly globalized world, the advancement of technology and growing awareness of user experience have brought gamification to support MobileAssisted Language Learning (MALL), enabling more effective language learning for cross-cultural communication. This study investigates the impact of gamification elements implemented by Duolingo, the world's most popular MALL, on its user retention by evaluating six key factors from the DeLone and McLean IS Success Model among users in the Jabodetabek area. The research identifies the significance of the factors tested in this study on user retention while providing insights into their alignment with the research model. By highlighting five paid gamification features in Duolingo, this study provides insights for other MALL or educational businesses operating on a freemium model to maximize profit while sustaining user engagement through positive motivation in language learning.