The Influence of Gamification on Purchase Decisions on the Shopee Platform: A Case Study of Shopee Games Users in West Java
DOI:
https://doi.org/10.59141/jrssem.v5i12.1585Keywords:
gamification, purchase decision, Shopee Games, e-commerce, consumer behaviorAbstract
Shopee introduced Shopee Games as a form of gamification that integrates game elements into the online shopping experience. Through this feature, users can obtain various rewards that can be used during transactions, potentially influencing their purchase decisions. This study aims to identify the implementation of gamification and analyze its effect on the purchase decisions of Shopee Games users in West Java. This research employed a quantitative approach using descriptive and verificative methods. Data were collected through an online questionnaire distributed to 100 respondents who had used Shopee Games and made purchases on Shopee. Data analysis was conducted using descriptive analysis, instrument testing, classical assumption testing, simple linear regression, t-test, and coefficient of determination analysis with the assistance of SPSS software. The results indicate that the implementation of gamification in Shopee Games is categorized as good. The simple linear regression analysis produced the equation Y = 22.702 + 0.382X, indicating a positive effect of gamification on purchase decisions. The t-test results show that the calculated t-value of 13.162 is greater than the t-table value of 1.984, with a significance value of 0.000 < 0.05. Furthermore, the coefficient of determination (R²) value of 0.639 indicates that gamification explains 63.9% of the variation in purchase decisions. Therefore, gamification through Shopee Games has a positive and significant effect on the purchase decisions of Shopee users in West Java.
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Copyright (c) 2026 Roihan Ahmad Takholi, Leni Cahyani, Donni Junipriansa
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