PENGARUH GAMIFIKASI DAN KUALITAS LAYANAN ELEKTRONIK (E-SERVQUAL) TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN SEBAGAI VARIABEL MEDIASI PADA APLIKASI SHOPEE

This study aims to analyze the effect of gamification and electronic service quality on customer loyalty with satisfaction as a mediating variable in the Shopee application. The research method used is a quantitative approach with survey techniques, involving 100 active Shopee user respondents in the last 3 months. The instrument used was a questionnaire and purposive sampling technique. The results showed that gamification and electronic service quality (e-servqual) had a positive and significant effect on customer satisfaction and loyalty. In addition, satisfaction is proven to mediate the relationship between gamification and e-service quality on customer loyalty. This study enriches the literature related to digital marketing, especially in the context of e-commerce, by emphasizing the importance of user experience and digital interaction to increase customer loyalty. These results carry implications for future researchers to examine customer satisfaction and loyalty on various Shopee e-commerce features, especially in gamification and e-servqual. The implications of these findings can serve as a reference for e-commerce platform managers in improving customer retention through optimizing gamification elements and quality services.