THE ROLE OF USER INTERFACE AND GAMIFICATION IN ENHANCING USER EXPERIENCE: A STUDY ON SHOPEE MARKETPLACE

Shopee is an e-commerce application that offers various features designed to provide convenience in transactions to its users. However, in practice, there are still a number of shortcomings felt by users, as reflected in reviews and ratings on the App Store platform. This study aims to analyze the influence of user interface and gamification on user experience in using the Shopee application. The method used is quantitative research with a causal descriptive approach. The population in this study were Shopee application users in Mataram City, with a sample size of 100 respondents. Data were analyzed using multiple linear regression techniques. The results of the study indicate that both user interface and gamification have a positive and significant influence on user experience, both partially and simultaneously. This finding provides empirical evidence that both variables contribute to improving user experience. The practical implications of these results indicate the importance for Shopee to continue to develop interface features and gamification elements to increase user satisfaction, as well as facilitate interaction between consumers and sellers on their platform.