JOSR: Journal of Social Research
Desember 2022, 2 (1), 224-232
p-ISSN: 2827-9832 e-ISSN: 2828-335x
Available online at http:// https://ijsr.internationaljournallabs.com/index.php/ijsr
http://ijsr.internationaljournallabs.com/index.php/ijsr
WHICH IS MORE INTERESTING BETWEEN GAMIFICATION,
SHARE, AND LIKE IN CUSTOMER ENGAGEMENT IN MILLENNIALS
AND GENERATION Z?
Indry Sulistiawati, Rahmawati, Saida Zainurossaiamia ZA
Faculty of Economics and Business Mulawarman University, Samarinda, East
Kalimantan, Indonesia.
indry24sulistiawati@gmail.com
Abstrak (Indonesia)
Received:
Revised :
Accepted:
Desember 07,
2022
Desember 10,
2022
Desember 16,
2022
Latar Belakang: Shopee adalah salah satu pengecer online
besar yang menawarkan pasar untuk pertukaran produk dan
layanan antara vendor dan konsumen, memungkinkan
transaksi elektronik sederhana di seluruh jaringan dan
internet. Shopee bukan hanya tempat untuk bertransaksi;
Seiring perkembangannya, ia juga menawarkan berbagai
kemudahan bagi penggunanya, seperti mempermudah
pengguna untuk menyelesaikan tugas sehari-hari yang
melibatkan pembelian barang dan jasa, memfasilitasi
transaksi, menawarkan bantuan pelanggan dengan masalah
terkait belanja, memiliki fitur permainan yang menimbulkan
emosi yang kuat dan menawarkan banyak keuntungan, dll.
140 responden disurvei untuk penelitian ini, banyak di
antaranya adalah pengguna Samarinda City Shopee.
Tujuan: Penelitian ini bertujuan untuk menganalisis mana
yang lebih menarik antara gamification, share, and like
dalam customer engagement pada milenial dan gemerasi z.
Metode: Dengan menggunakan teknik analisis PLS untuk
memastikan pengaruh antar variabel, bentuk penelitian ini
bersifat kuantitatif
Hasil: Hasil penelitian ini dipecah menjadi sepuluh hipotesis
yang menjelaskan bagaimana pemasaran konten, gamifikasi,
dan e-Women semuanya secara signifikan mempengaruhi
keterlibatan pelanggan, loyalitas pelanggan, dan keterlibatan
pelanggan yang semuanya dimediasi secara signifikan oleh
keterlibatan pelanggan dan bagaimana pemasaran konten,
gamifikasi, dan e-Women secara signifikan mempengaruhi
loyalitas pelanggan.
Kesimpulan: Keterlibatan pelanggan, yang dipengaruhi oleh
strategi pemasaran seperti pemasaran konten, gamifikasi,
dan e-WOM, berdampak pada loyalitas pelanggan melalui
media keterlibatan pelanggan. Engagement ini didukung
Indry Sulistiawati, Rahmawati, Saida Zainurossaiamia ZA / JOSR: Journal of Social Research,
2(1), 224-232
Which is More Interesting Between Gamification, Share, and Like in Customer
Engagement in Millennials and Generation Z? 225
oleh konten yang berkualitas dan bermanfaat untuk
mendorong komentar positif pada konten yang diberikan,
dan kehadiran fitur game yang menawarkan reward
mendorong pelanggan untuk terus terlibat agar dapat
menarik pelanggan emosional yang akan mengabdikan diri
pada barang dan jasa Shopee.
Kata kunci: content marketing, gamification, e-Wom,
customer engagement, customer loyalty
Abstract (English)
Background: Shopee is one of the major online retailers
that offers a marketplace for exchanges of products and
services between vendors and consumers, allowing for
simple electronic transactions across networks and the
internet. Shopee is not just a place for transactions; as it
develops, it also offers a variety of conveniences for its
users, such as making it simpler for users to complete daily
tasks involving the purchase of goods and services,
facilitating transactions, offering customers assistance with
shopping-related issues, having game features that elicit
strong emotions and offer numerous advantages, etc. 140
respondents were surveyed for this study, many of whom
were Samarinda City Shopee users.
Objective: This study aims to analyze which is more
interesting between gamification, share, and like in
customer engagement in millennials and gemerasi z.
Method: By employing the PLS analysis technique to
ascertain the influence between variables, this form of
research is quantitative
Result: The results of this study are broken down into ten
hypotheses that explain how content marketing,
gamification, and e-Women all significantly affect customer
engagement, customer loyalty, and customer engagement—
all of which are significantly mediated by customer
engagement—and how content marketing, gamification,
and e-Women significantly affect customer loyalty.
Conclusion: Customer engagement, which is influenced by
marketing strategies like content marketing, gamification,
and e-WOM, has an impact on customer loyalty through the
medium of customer engagement. This engagement is
supported by quality and useful content to encourage
positive comments on the content provided, and the
presence of game features that offer rewards encourages
customers to keep up their engagement in order to draw
emotional customers who will be devoted to Shopee's goods
and services.
Indry Sulistiawati, Rahmawati, Saida Zainurossaiamia ZA / JOSR: Journal of Social Research,
2(1), 224-232
Which is More Interesting Between Gamification, Share, and Like in Customer
Engagement in Millennials and Generation Z? 226
Keywords: content marketing, gamification, e-Wom,
customer engagement, customer loyalty
*Correspondent Author: Indry Sulistiawati
Email: indry24sulistiawati@gmail.com
INTRODUCTION
The Milineal and Z generations are the two generations that entered the peak period
of this era (Gaidhani et al., 2019). These two generations make up a sizable portion of the
world's total human population, particularly in Samarinda. According to data from
ppid.samarindakota.go.id, the percentages between the ages of 16 and 25 are 63.42 percent
and between the ages of 26 and 35 are 47.89 percent, respectively. They had a significant
impact on the development of the fourth industrial revolution, which saw the transition to
digital technology (Schwab, 2017). In terms of business, they hold a sizable market share.
Understanding these two generations' personalities might be terrible for enhancing the
expanding marketing strategy (Weber, 2009).
Shopee is one of the well-known online retailers that makes it simpler to do
smartphone-only online purchasing activities. With rising sales and 171.2 million visitors,
Shopee has the most visitors among other e-commerce sites (Ahyadi & Ariestiningsih,
2021). The bulk of these users are members of generation Y and Z, which is why
katadata.co.id believes Shopee will improve throughout 2022.
In order to persuade generations Y and Z in Samarinda City to stay associated with
Shopee by making purchases, suggesting, and continuing to use the Shopee application,
this research will examine how Shopee employs digital marketing methods. The marketing
plan utilizes content marketing, a technique that entails the creation, curation, and
distribution of engaging and pertinent information to draw in customers and foster
conversation around the content in question (Kotler et al., 2000). In order to improve
consumer engagement and foster customer loyalty, gamification is a modern marketing
tactic that can stimulate the human brain by inducing a sense of pleasure and making the
aim of completing a mission seem challenging. An advantage for the business is to promote
E-comments Women's or statements because they can change how customers view the
company's goods or services. Shopee is applied so that it is not confined to utilizing not
only with necessities but also with desires by employing these three digital marketing
methods to engage generation Y and Z clients to continue using Shopee.
RESEARCH METHOD
Concept framework and Hypotesis
The following is a picture of study connecting related variables to create a
theoretical framework using the conceptual framework:
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2(1), 224-232
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Engagement in Millennials and Generation Z? 227
Figure 1. Varible design
The following hypotheses are based on the concept above framework and are part
of this study:
H1: Content marketing (X1) significantly and favorably influences customer engagement
(Y1).
H2: Gamification (X2) significantly and favorably affects customer engagement (Y1).
H3: Customer Engagement is positively and significantly impacted by electronic word-of-
mouth (e-WOM) (X3) (Y1).
H4: Customer Loyalty is positively and significantly impacted by Customer Engagement
(Y1) (Y2).
H5: Content Marketing (X1) significantly and favorably influences customer loyalty (Y2).
H6: Gamification (X2) significantly and favorably affects customer engagement (Y2).
H7: The impact of electronic word-of-mouth (e-WOM) (X3) on customer loyalty is
favorable and significant (Y2).
H8: Through the mediation of customer engagement, content marketing (X1) has a
favorable and considerable impact on customer loyalty (Y2) (Y1).
H9: Customer Engagement, via which Gamification (X2) has a favorable and considerable
impact on Customer Loyalty (Y2) (Y1).
H10: Through the mediation of customer engagement, electronic word-of-mouth (e-WOM)
(X3) has a favorable and considerable impact on customer loyalty (Y2) (Y1)
RESULT AND DISCUSSION
Online surveys were distributed as part of this study. Data collected from Shopee
application users who have participated in Shopee Games in Samarinda City and who are
residents of Samarinda City. The information was gathered by a number of participants,
who completed the questionnaire with up to 153 responses, 140 of whom provided accurate
information. The statistical tool for the SmartPLS program, version 3.0, will be used to
examine the data that has been collected.
Users of the Shopee application in Samarinda City served as the research subjects
for the study that was done on it. Data collected through the distribution of surveys to
ascertain the relationship between the factors of marketing content, gamification, e-
Women, customer engagement, and customer loyalty The results of the questionnaire's data
processing will be broken down into the following steps:
Convergent Validity
Convergent validity assessment is based on the correlation between the estimated
item score/component score and SmartPLS software. An individual's reflex size is
considered high if it correlates more than 0.70 with the measured construct. However,
Indry Sulistiawati, Rahmawati, Saida Zainurossaiamia ZA / JOSR: Journal of Social Research,
2(1), 224-232
Which is More Interesting Between Gamification, Share, and Like in Customer
Engagement in Millennials and Generation Z? 228
loading values of 0.5 to 0.6 are considered sufficient to be accepted in the early stages of
scale development with the following tests:
Tabel 1. Loading factor
The outcomes of the data processing described above demonstrate that the outer
model value is qualified to demonstrate good discriminate validity because each indicator's
correlation value is more than 0.5. thus it can be explained as a loading factor diagram
model of each indicator on the examined variables, and the strength of the influence (R2)
of independent variables on the dependents of the research model may be expressed as
follows:
Figure 2. Loading Factor bootstrap
Discriminant Validity
an a few of the warnings of the a fews a few minutes of thes the a. The. a few of
the warnings of the warnings. a The discriminant validity level is stated to be good if the
obtained AVE value is greater than the benchmark value of 0.5.
Table 2. Average Variance Extracted (AVE)
Average Variance Extracted (AVE)
Keterangan
X1
0.789
Valid
X2
0.793
Valid
X3
0.836
Valid
Y1
0.902
Valid
Y2
0.909
Valid
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2(1), 224-232
Which is More Interesting Between Gamification, Share, and Like in Customer
Engagement in Millennials and Generation Z? 229
The AVE value produced in the research conducted has a value above the standard
value of 0.5. So that in this study the discriminant validity value on Average Variance
Extracted (AVE) is valid.
Composite Reliability
The reliability of the final construct is evaluated using composite reliability. If the
study's value exceeds the threshold of 0.70, the construct is deemed reliable.
Table 3. Composite Reliability
Cronbach's Alpha
As the construct's bottom bound, Cronbach's alpha serves as a partial measure of
composite dependability. Although cronbach's alpha has a standard value of 0.7, a value of
0.6 is nevertheless considered to have acceptable reliability:
Tabel 4. Cronbach’s Alpha
Table 4 shows that the value of Cronbach's alpha for all variables is more than 0.70.
This demonstrates that every variable has achieved Cronbach's alpha, indicating that all
variables have a high degree of dependability.
Hypotesis Test
The calculation of the path coefficient bootsrapping, which displays the outcomes
of the t-statistics test of the construct relationship under investigation, illustrates how the
study tested its hypotheses. It can be explained as follows in light of how research topics
are formulated and the findings of studies using the inner model:
Composite Reliability
Keterangan
X1
0.957
Reliabel
X2
0.939
Reliabel
X3
0.953
Reliabel
Y1
0.965
Reliabel
Y2
0.968
Reliabel
Cronbach's Alpha
Keterangan
X1
0.947
Reliabel
X2
0.913
Reliabel
X3
0.934
Reliabel
Y1
0.946
Reliabel
Y2
0.950
Reliabel
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2(1), 224-232
Which is More Interesting Between Gamification, Share, and Like in Customer
Engagement in Millennials and Generation Z? 230
Table 5. Path Coefficients (Mean, STDEV, t-Values)
Original
Sample (O)
T Statistics
(|O/STDEV|)
P Values
Keterangan
Content Marketing ->
Customer Engagement
0.182
2.112
0.036
Positif
signifikan
Content Marketing ->
Customer Loyalty
0.175
2.311
0.022
Positif
signifikan
Gamification ->
Customer Engagement
0.271
3.272
0.001
Positif
signifikan
Gamification ->
Customer Loyalty
0.168
2.124
0.035
Positif
signifikan
e-Word of Mouth ->
Customer Engagement
0.518
6.922
0.000
Positif
signifikan
e-Word of Mouth ->
Customer Loyalty
0.188
2.048
0.042
Positif
signifikan
Customer Engagement -
> Loyalitas Konsumen
0.446
5.868
0.000
Positif
signifikan
Content Marketing ->
Customer Engagement -
> Customer Loyalty
0.081
2.000
0.047
Positif
signifikan
Gamification ->
Customer Engagement -
> Customer Loyalty
0.121
2.826
0.005
Positif
signifikan
e-Word of Mouth ->
Customer Engagement -
> Customer Loyalty
0.231
4.833
0.000
Positif
signifikan
CONCLUSION
The following conclusions can be drawn from the analysis, testing, and discussion
of the hypotheses:
Customer engagement is positively and significantly impacted by content
marketing. Indicators with a high loading factor, namely in consistency, where the
statement is in the perspective of respondents in high categories, support this.
Customer loyalty is positively and significantly impacted by content marketing.
This is backed by the existence of reference indicators, whose validity is assessed by
respondents' evaluations of extremely valuable and captivating information expressed in
simple and direct language.
Customer engagement is positively and significantly impacted by gamification.
The indications that have a high loading factor, specifically the rewards delivered, support
this. According to respondents, the comment fell into a high category.
Customer loyalty is positively and significantly impacted by gamification. The
characteristics of the games played on Shopee, specifically Shopee Tanam having the
highest rating, support this. Customers must share and invite coworkers, friends, or family
who have the Shopee application or do not in order to receive bigger rewards in the Shopee
tanam game, which is the easiest game to play.
Indry Sulistiawati, Rahmawati, Saida Zainurossaiamia ZA / JOSR: Journal of Social Research,
2(1), 224-232
Which is More Interesting Between Gamification, Share, and Like in Customer
Engagement in Millennials and Generation Z? 231
Customer engagement is positively and significantly impacted by e-Word of
Mouth. This is reinforced by the existence of simple indications, which means that
customers will be influenced to participate in customer communication by clear
information from favorable remarks from other customers who have used the product.
Customer loyalty is positively and significantly impacted by e-Word of Mouth.
This is corroborated by the characteristics of respondents, particularly the higher rating
given to women because they are more expressive than men when expressing their views
about the goods.
Customer loyalty is positively and significantly impacted by customer
involvement. The behavior indication (activation), which has the highest value for the
loading factor, supports this.
Content marketing has a favorable and considerable impact on consumer
engagement, loyalty, and retention. Content marketing has a favorable and considerable
impact on consumer engagement, loyalty, and retention. Customer engagement variables'
indirect influence on customer loyalty has a greater impact than direct influence. Thus, it
is evident that marketing material can foster client loyalty through client involvement.
Customer engagement and loyalty can be mediated through gaming, and this has a
good and significant impact. Customer engagement and loyalty can be mediated through
gaming, and this has a good and significant impact. Customer engagement variables'
indirect influence on customer loyalty has a greater impact than direct influence. Thus, it
can be observed that gamification can increase client involvement and loyalty.
e-Word of Mouth on customer loyalty to customer engagement as mediation has a
positive and significant effect. e-Word of Mouth on customer loyalty to customer
engagement as mediation has a positive and significant effect. Direct influence on customer
loyalty has less effect than indirect influence through customer engagement variables. So
it can be seen that e-Word of Mouth can create customer loyalty with customer
involvement.
Customer engagement, which is influenced by marketing strategies like content
marketing, gamification, and e-WOM, has an impact on customer loyalty through the
medium of customer engagement. This engagement is supported by quality and useful
content to encourage positive comments on the content provided, and the presence of game
features that offer rewards encourages customers to keep up their engagement in order to
draw emotional customers who will be devoted to Shopee's goods and services.
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Gaidhani, S., Arora, L., & Sharma, B. K. (2019). Understanding the attitude of
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Kotler, P., Filiatrault, P., & Turner, R. E. (2000). Le Management du marketing.
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Schwab, K. (2017). The fourth industrial revolution. Currency.
Weber, L. (2009). Marketing to the social web: How digital customer communities
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Indry Sulistiawati, Rahmawati, Saida Zainurossaiamia ZA / JOSR: Journal of Social Research,
2(1), 224-232
Which is More Interesting Between Gamification, Share, and Like in Customer
Engagement in Millennials and Generation Z? 232
© 2021 by the authors. Submitted for possible open access publication under the
terms and conditions of the Creative Commons Attribution (CC BY SA)
license (https://creativecommons.org/licenses/by-sa/4.0/).
