Pengaruh Gamification terhadap Brand Engagement dengan E-satisfaction sebagai Variabel Mediator

Along with the development of technology, the implementation of gamification, namely bringing game elements in various fields, has been widely carried out, including in e-commerce or electronic commerce. The implementation of gamification is carried out for various purposes, such as getting consumers to be actively involved with a brand. This research was conducted on the implementation of Shopee Tanam gamification in the Shopee Indonesia application to explain whether there is an effect of gamification on brand engagement through electronic satisfaction or better known as e-satisfaction. The concept used is gamification with the dimensions of entertainment, interaction, and novelty; e-satisfaction related to convenience, customization, information, and communication; and brand engagement that includes emotional, cognitive, and social. This study uses an explanatory research method with a quantitative approach and uses a survey research method. The results obtained show that the implementation of Shopee Tanam's gamification can directly affect Shopee's brand engagement without being mediated by e-satisfaction with Shopee Tanam. However, mediated by e-satisfaction, the implementation of Shopee Tanam's gamification has a greater influence on brand engagement.Seiring berkembangnya teknologi, pengimplementasian gamification, yaitu membawa elemen permainan dalam berbagai bidang sudah banyak dilakukan, termasuk dalam e-commerce atau perdagangan elektronik. Pengimplementasian gamification dilakukan dengan berbagai tujuan, seperti membuat konsumen terlibat secara aktif dengan suatu brand. Penelitian ini dilakukan pada implementasi gamification Shopee Tanam dalam aplikasi Shopee Indonesia untuk melihat apakah terdapat pengaruh gamification terhadap brand engagement. Konsep yang digunakan adalah gamification dengan dimensi entertainment, interaction, dan novelty; e-satisfaction terkait convenience, customisation, information, dan communication; dan brand engagement yang mencakup emosi, kognitif, dan sosial. Penelitian ini menggunakan metode kuantitatif dan memperoleh data melalui survei. Hasil penelitian yang diperoleh menunjukkan bahwa implementasi gamification Shopee Tanam dapat mempengaruhi brand engagement Shopee secara langsung tanpa dimediasi oleh e-satisfaction terhadap Shopee Tanam. Namun, dengan dimediasi oleh e-satisfaction, implementasi gamification Shopee Tanam memiliki pengaruh yang lebih besar terhadap brand engagement