Pengaruh Gamification, User Experience Dan E-Service Quality Terhadap Repurchase Intention Dengan Customer Satisfaction Sebagai Variabel Intervening Pada Konsumen Tokopedia Di Kota Medan

Abstract

The advancement of information technology has shifted consumer behavior from conventional shopping to online shopping. Although the e-commerce industry has generally shown growth, Tokopedia one of the largest platforms has experienced a decline in visitor numbers. According to iPrice data, Tokopedia’s monthly visitors dropped from 158,136,700 in 2021 to 96,933,334 in 2023. This study aims to examine and analyze the influence of gamification, user experience, and e-service quality on repurchase intention through customer satisfaction as an intervening variable among Tokopedia consumers in Medan City. This research is associative in nature and employs quantitative data. The population consists of Tokopedia users in Medan who have the Tokopedia app and have made at least two online transactions through the application, although the total number is unknown. A total of 225 respondents were selected using purposive sampling with criteria of being at least 18 years old and having a minimum education level of senior high school or equivalent. The data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The results show that gamification has a positive but not significant direct effect on customer satisfaction and repurchase intention. Meanwhile, user experience and e-service quality have positive and significant direct effects on both customer satisfaction and repurchase intention. Furthermore, customer satisfaction has a positive and significant direct effect on repurchase intention. Indirectly, user experience and e-service quality positively and significantly affect repurchase intention through customer satisfaction. However, gamification has a positive but not significant indirect effect on repurchase intention through customer satisfaction.