Author(s): Willis, R., & Tjhin, V. U.
The purpose of this study was to examine the effect of interactions with the gamification feature on purchase intention and brand engagement as a mediation on Tokopedia. The sampling technique used was simple random sampling, with a total sample size of 113, and the following conditions were met: ever shopping on the Tokopedia e-commerce website or application, completing an account profile as a buyer, and having participated in the “Sharing the Spirit of Ramadhan” campaign. Data collection was done by distributing questionnaires using Google product, Google Form. The data analysis technique used PLS-SEM and processed through SmartPLS v3. The results show that the interaction with immersion and achievement gamification features positively affects brand engagement and purchase intention. Interaction with social gamification features only has a positive effect on brand engagement. The interaction with immersion and achievement gamification feature, mediated by brand engagement, is stated as a complementary mediation of purchase intention. In contrast, the social gamification feature is mediated as a full mediation of purchase intention.