THE INFLUENCE OF DIGITAL MARKETING, GAMIFICATION, AND BRAND IMAGE ON GEN-Z CONSUMER LOYALITY ON SHOPEE E-COMMERCE PLATFORMS

Adhelia Cahya Puspita; Rita Ambarwati Sukmono; Mochamad Rizal Yulianto

doi:10.61796/jaide.v2i10.1501

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Adhelia Cahya Puspita Muhammadiyah University of Sidoarjo, Indonesia
Rita Ambarwati Sukmono
ritaambarwati@umsida.ac.id
Muhammadiyah University of Sidoarjo, Indonesia
Mochamad Rizal Yulianto Muhammadiyah University of Sidoarjo, Indonesia

Vol. 2 No. 10 (2025): Journal of Artificial Intelligence and Digital Economy

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October 31, 2025

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Objective: This study examines the influence of digital marketing, gamification, and brand image on Generation Z consumer loyalty in the Shopee e-commerce platform in Indonesia. As digital natives, Gen-Z consumers prefer interactive, creative, and technology-driven shopping experiences. Method: Using a descriptive quantitative approach, data were collected through an online Likert-scale questionnaire from 100–150 respondents selected via simple random sampling. The Slovin formula was applied to determine sample size. Data analysis employed Structural Equation Modeling-Partial Least Square (SEM-PLS), including tests of validity, reliability, R², f², and bootstrapping. Results: Results show that digital marketing, gamification, and brand image together explain 84.6% of the variance in Gen-Z loyalty. Gamification and brand image significantly affect loyalty, with gamification being the most dominant factor. In contrast, digital marketing has a positive but insignificant effect, indicating that Gen-Z is more selective toward repetitive or impersonal promotional content. Novelty: These findings highlight the importance of interactive features and strong brand image in building sustainable consumer loyalty.

Puspita, A. C., Sukmono, R. A., & Yulianto, M. R. (2025). THE INFLUENCE OF DIGITAL MARKETING, GAMIFICATION, AND BRAND IMAGE ON GEN-Z CONSUMER LOYALITY ON SHOPEE E-COMMERCE PLATFORMS. Journal of Artificial Intelligence and Digital Economy, 2(10), 622–635. https://doi.org/10.61796/jaide.v2i10.1501

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