Analysis of the Influence of Gamification Mechanisms on Customer Loyalty in Shopee E-Commerce.

in today’s era where there is a lot of online shopping place like Tokopedia, Shopee, and tiktok, people are going to jump platform to find a better deal. And one way to attract new customers is to innovate, Gamification is one of the methods that can be used to attract or retain new or old customers. The purpose of this study is to examine the impact of gamification on whether gamification has any positive impact on customer loyalty on the online shopping platform called Shopee. The research method is a quantitative technique using a questionnaire with Google Form platform. The target recipients are people that use Shopee and play Shopee games. PLS SEM is used for data processing methods, the result obtained in general is that gamification does impact have positive in customer loyalty.