The Influence of Gamification and Online Trust on Repurchase Intention with Customer Satisfaction as a Mediating Variable: A Study of Shopee Platform Customers

Johannes Indarga Hary Pratomo; Endang Tjahjaningsih

doi:10.55681/economina.v5i8.3850

Authors

Johannes Indarga Hary Pratomo Universitas Stikubank (UNISBANK) Semarang, Indonesia
Endang Tjahjaningsih Universitas Stikubank (UNISBANK) Semarang, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i8.3850

Keywords:

Gamification, Online Trust, Customer Satisfaction, Repurchase Intention, Stimulus Organism Response (S-O-R)

Abstract

This study aims to analyze the effects of Gamification (X₁) and Online Trust (X₂) on Repurchase Intention (Y₂), with Customer Satisfaction (Y₁) serving as a mediating variable among Shopee application users in Indonesia. This study employed a causal quantitative approach. The sample was selected using a non-probability sampling method with a purposive sampling technique involving 100 respondents who met the following criteria: active Shopee users aged at least 17 years, had completed at least two transactions within the last six months, and had used Shopee's gamification features. Data were analyzed using Path Analysis with the assistance of SPSS software, while the mediating effect was examined using the Sobel Test. The results indicate that Gamification has a positive and significant effect on Customer Satisfaction (β = 0.519; Sig. = 0.000), and Online Trust also has a positive and significant effect on Customer Satisfaction (β = 0.570; Sig. = 0.000). In contrast, Gamification (β = 0.066; Sig. = 0.483) and Online Trust (β = 0.113; Sig. = 0.249) do not have a significant direct effect on Repurchase Intention. Customer Satisfaction was found to have a positive and significant effect on Repurchase Intention (β = 0.615; Sig. = 0.000). Furthermore, Customer Satisfaction significantly mediates the relationship between Gamification and Repurchase Intention with a full mediation effect (Z = 4.455; Sig. = 0.000), and also significantly mediates the relationship between Online Trust and Repurchase Intention with a full mediation effect (Z = 4.560; Sig. = 0.000). These findings validate the extension of the Stimulus–Organism–Response (S-O-R) framework in the e-commerce context, demonstrating that gamification strategies and the development of online trust do not directly encourage repurchase intention. Instead, they first enhance customer satisfaction as an internal response, which subsequently leads to the formation of repurchase intention.

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