The Role of Social Commerce and Gamification Features in Increasing Customer Loyalty: A Case Study of Shopee Indonesia

Abstract

This study aims to analyze the effect of gamification and social commerce on Shopee customer loyalty in Indonesia. With the rapid growth of e-commerce, digital platforms are competing to implement innovative strategies to retain customers. As the market leader in Indonesia, Shopee integrates gamification features such as Shopee Tanam, Shopee Games, and a points system, as well as social commerce features through Shopee Live, product reviews, and community interactions to increase user loyalty. This study uses a quantitative method with a survey approach to measure the perceptions of active Shopee users towards gamification and social commerce features, as well as their influence on customer loyalty, which is measured through repurchase frequency, willingness to recommend, and platform preference. Data analysis is performed using multiple linear regression to test the simultaneous and partial effects of independent variables on loyalty. The results of this study are expected to provide a comprehensive understanding of the effectiveness of gamification and social commerce strategies in building customer loyalty in Indonesian e-commerce, as well as provide practical recommendations for platform managers in optimizing these features to increase customer retention in a competitive market. This study contributes to the e-commerce literature by providing empirical evidence from emerging markets on the integration of gamification and social commerce strategies.