The Influence of Gamification Marketing Strategy on Sales Levels with Consumer Involvement as a Mediator Variable in the Shopee Application

Abstract

The growth of the e-commerce industry in Indonesia has encouraged many e-commerce companies to compete to increase their consumer engagement, one of which is through gamification strategies. This research aims to evaluate the impact of gamification marketing strategies on sales levels, their impact on consumer involvement, the influence of consumer involvement on sales levels, and analyze the role of consumer involvement as a mediator in the relationship between gamification marketing strategies and sales levels among Shopee application users. The research method used is descriptive quantitative with data collection techniques through surveys using questionnaires. The sampling technique used the Slovin method, with a research sample of 73 Business Management students at Nusa Cendana University. Data quality testing was carried out using validity and reliability tests. The research results were analyzed using structural equation modeling (SEM) with Smart PLS software. Research findings show that gamification marketing strategies have a significant influence on sales levels and consumer engagement, consumer involvement has a significant influence on sales levels, and consumer involvement also has a significant indirect influence between gamification marketing strategies and sales levels. Therefore, this research suggests that Shopee continues to develop and perfect the gamification elements in its application.