Gamification's Influence on Tokopedia E-Commerce Repurchase Intentions
DOI:
https://doi.org/10.56910/gemilang.v3i2.423Keywords:
Gamification, App Usage, Repurchase Intention, Rewards, Points, Classes, LeaderboardsAbstract
This study aims to examine the effect of gamification with the indicators studied consisting of rewards, points, levels and leaderboards on the use of e-commerce applications and repurchase intentions. This research method is quantitative with data collection techniques using survey techniques using questionnaires. The sampling technique uses a purposive sampling technique. The research sample was 97 Business Management Students at Bandung Islamic University. The results of the study show that gamification has a positive effect on the use of e-commerce applications, while it has no effect on repurchase intention. The results also show that the use of e-commerce applications has a positive effect on repurchase intentions in e-commerce.
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