Pengaruh Gamification Terhadap Loyalitas Pelanggan dengan Keterlibatan Pelanggan Sebagai Variabel Intervening Pada Pengguna Aplikasi Tokopedia (Studi Pada Mahasiswa FEB 2020 Universitas Muhammadiyah Metro)

Keywords: Gamification, Customer Engagement, Customer Loyalty

The purpose of this study is to determine whether gamification has a direct effect on loyalty, to

determine whether gamification has a direct effect on customer engagement, to determine

whether customer engagement has a direct effect on loyalty. This study uses quantitative

research, the population in this study were FEB students of Muhammadiyah Metro University

Class of 2020 using the Slovin formula, a sample of 76 students was obtained. The data

collection technique used a questionnaire, with data analysis using Validity Test, Reliability

Test, Normality Test, Homogeneity Test, Path Analysis. The results of this study indicate that

gamification has a direct effect on customer loyalty in the Tokopedia application, gamification

has a direct effect on customer engagement in the Tokopedia application, customer

engagement has a direct effect on customer loyalty in the Tokopedia application.