PENGARUH GAMIFICATION UNTUK MEMBENTUK BRAND LOYALTY MELALUI BRAND ENGAGEMENT (STUDI PADA KONSUMEN PENGGUNA APLIKASI SHOPEE DI KOTA MALANG)

The purpose of this research to test and analyze the effect of gamification on brand engagement, gamification on brand loyalty, brand engagement on brand loyalty, and gamification on brand loyalty through brand engagement as an intermediary variable. The sample used was 130 respondents who used the Shopee application game. The type of data used in this research uses quantitative data and the data source is primary data. The data analysis technique used is path analysis. The results of this study indicate that gamification has an effect on brand engagement, gamification has an effect on brand loyalty, brand engagement has an effect on brand loyalty, and gamification has an effect on brand loyalty through brand engagement as an intermediary variable.