Articles

The Effect of Gamification toward Customer Engagement in Shopee E-Commerce

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Customer engagement is one of the factors that influences a company’s overall performance, this aspect reflects the interaction between customers and brands. Gamification is one method that can be used to increase customer engagement. This research examines the influence of gamification on customer engagement on the Shopee e-commerce platform. In the rapidly evolving digital era, gamification has become a popular strategy to increase customer engagement by creating fun and interactive experiences. Shopee, as one of the leading e-commerce platforms in Indonesia, has implemented various gamification elements to attract customer attention. This research uses a quantitative approach with an online survey method involving 212 active Shopee user respondents from Jakarta and Bandung aged between 18 – 35 years. The data collected was analyzed using the Partial Least Squares Structural Equation Modelling (PLS-SEM) technique to test the relationship between the constructs of gameful experience, game satisfaction, and customer engagement. The research results show that all dimensions of the gameful experience, which include achievement, challenge, competition, immersion, fun, and social experience, have a positive influence on game satisfaction. Furthermore, game satisfaction also has a strong positive influence on customer engagement. This research provides insight for Shopee and other e-commerce about the importance of gamification to increase customer satisfaction and engagement. Effective implementation of gamification strategies can encourage e-commerce platforms to create more engaging user experiences.

Proposed Gamification Concept to Increase Donor Engagement for Green Fund Digital Philanthropy Platform Case Study: Greeneration Foundation

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Humans and the environment are two natural elements that can never be separated. The environment provides all human needs for survival and humans have also used the environment from 2.5 million years ago to this moment. Currently, the environmental damage that is accelerating cannot be separated from human intervention itself, and the solution should also start from human hands as well. One of the solutions that the government can do is to provide a space for cross-stakeholder collaboration such as the community, non-profit organizations, youth communities in Indonesia with the same enthusiasm to present solutions for environmental restoration, it is hoped that this can accelerate solutions to environmental damage. From this problem, the Greeneration Foundation is trying to be present to offer a concrete solution by inviting the public to donate a minimum of Rp. 10,000 for a sustainable environmental solution by adapting technological developments that are implemented on an online Green Fund Digital Philanthropy donation platform. As a new institution that operates as a fundraiser, the Greeneration Foundation has quite a tough challenge to be able to improve aspects of donor involvement so that they can continue to donate to the Green Fund Digital Philanthropy platform.

One way that can be done to increase donor involvement is to implement a gamification scheme on the donation platform, but in its implementation it requires a big commitment from the Greeneration Foundation and must pay attention to the needs of donors. To answer these problems, the methodology used uses a mixed approach (quantitative and qualitative). In-depth interview data is used as qualitative data as an internal consideration for the gamification scheme development process, and survey data is used as quantitative data to illustrate user/donor awareness of the gamification scheme that will be implemented on the donation platform. The results will be calculated using several tools such as the value proportion canvas.