Effect of Gamification Principles and Perceived Ease of Use of Gamification in Mobile Devices on Customer Engagement and Flow State to Increase Mobile Shopping Loyalty of Shopee Marketplace Users
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The purpose of this research is to analyze the role of Gamification Principles and Perceived Ease of Use of Gamification in Mobile Devices on Customer Engagement and Flow State to Increase Mobile Shopping Loyalty of Shopee Marketplace Users in Aceh Province. The population used in this study was the entire population in this study were all Shopee users in Aceh Province. The number of samples in this study was 200 people. The sampling technique used is non-probability convenience sampling. Data processing was carried out using SPSS and Amos software using the structural equation model (SEM) technique. The results showed that of the 7 direct influence hypotheses tested, there was one that was not significant, namely the Effect of Gamification Principles on Shopping_Loyalty. The highest coefficient of influence that determines customers to become loyal online buyers is Customer Engagement. This means that the higher the level of customer engagement due to the gamification of this shopee brand, the higher the level of customer loyalty to the Shopee marketplace.
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