The Impact of Gamification Principles on Customer Loyalty Through Customer Engagement (Case Study on Branded Mobile Apps User in Jabodetabek)

This research aims to find out how the application and use of gamification principles in branded mobile apps can influence customer attitudes and behavior. The customer attitudes and behavior are defined into the customer loyalty variable, which is mediated by the customer engagement variable. In measuring research variables, quantitative research methods were used with explanatory aims. Furthermore, the sampling technique used in this research is accidental sampling, which is part of non-probability sampling. The sample used was 145 respondents who were users of branded mobile apps in the Jakarta, Bogor , Depok and Tangerang area. The method section at least contains the type of method used or the type of approach used, selection of the population and sample or object of research, data collection techniques, and analysis tools and software used. This research shows that the elements in gamification principles are helpful in supporting success in building closer and more interactive relationships with customers. This research found that customer engagement mediates the relationship between gamification principles and customer loyalty. The causality between the application of gamification principles, customer engagement, and customer loyalty will be further examined in this scientific paper.