Analysis of Gamification Effectiveness in Increasing Engagement and Sales on Social E-commerce Platforms

In the evolving digital commerce landscape, social e-commerce platforms in Indonesia are increasingly incorporating gamification to enhance user engagement and influence purchase behaviour. This study aims to evaluate the impact of gamification features on user engagement and sales outcomes by adopting an extended Technology Acceptance Model (TAM). This study incorporates additional constructs such as Gamification Elements (GE), Social Interaction (SI), and User Engagement (UE), which influence Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Purchase Intention (PI), and Actual Use (AU). A total of 165 valid responses were collected through an online questionnaire targeting Gen Z consumers in Jakarta. Data analysis was conducted using SmartPLS. The results show that gamification elements have a significant impact on PEOU (β=0.357, p <0.001) and UE (β=0.672, p <0.001), but not PU (β= 0.160, p=0.009). R² values above 0.6 for PI and PU indicate strong predictive power. These findings suggest that gamification can effectively enhance user motivation and transaction likelihood when aligned with user preferences and social interaction features. The study provides actionable insights for platform designers and marketers to optimize gamification strategies tailored to digital-native consumers.