Pengaruh Gamification Dan E-Service Quality Terhadap Repurchase Intention Melalui Customer Satisfaction Pada Pengguna Aplikasi Mytelkomsel Di Surabaya

Muhammad Audric Eugene Tarigan; Nanik Hariyana

doi:10.55681/sentri.v5i8.7241

Authors

Muhammad Audric Eugene Tarigan Program Studi Manajemen, Fakultas Ekonomi dan Bisnis
Nanik Hariyana Universitas Pembangunan Nasional “Veteran” Jawa Timur

DOI:

https://doi.org/10.55681/sentri.v5i8.7241

Keywords:

Gamification, E-Service Quality, Customer Satisfication, Repurchase Inention, PLS-SEM

Abstract

The rapid growth of digital service applications and increasing competition in the telecommunications industry have intensified the need to maintain user repurchase intention. This study aims to analyze the effect of gamification and e-service quality on repurchase intention, with customer satisfaction as a mediating variable among MyTelkomsel application users in Surabaya. Data were collected through questionnaires distributed to students from several public universities in East Surabaya who use the MyTelkomsel application and analyzed using the Structural Equation Model (SEM) with the Partial Least Square (PLS) approach. The results show that gamification and e-service quality have a positive and significant effect on customer satisfaction. Furthermore, gamification, e-service quality, and customer satisfaction significantly influence repurchase intention. The findings also reveal that customer satisfaction mediates the relationship between gamification and e-service quality with repurchase intention.

Downloads

Download data is not yet available.

References

Anahyu, Y. D. (2024). Analisis kepuasan pengguna akhir aplikasi MyTelkomsel menggunakan metode End User Computing Satisfaction. Jurnal Inovtek Polbeng – Seri Informatika, 9(1), 140–152.

Asrulla. (2023). Populasi dan sampling (kuantitatif), serta pemilihan informan kunci (kualitatif) dalam pendekatan praktis. Jurnal Pendidikan Tambusai, 7(3), 26320–26332.

Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to gamefulness: Defining gamification. Proceedings of the Academic MindTrek Conference: Envisioning Future Media Environments, 9–15.

Dewi, A. F. (2020). Pengaruh gamifikasi pada program loyalitas terhadap loyalitas pengguna marketplace dengan menggunakan Expectation Confirmation Model (ECM). Skripsi, Universitas Islam Negeri Syarif Hidayatullah Jakarta.

Habib, H. M. (2023). The gamification influence as marketing medium on intrinsic motivation, positive emotion, customer engagement, and repurchase intention. PROFIT: Jurnal Administrasi Bisnis, 17(2), 253–266.

Hair, J. F. (2022). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

Hamdat, A. (2021). Manajemen pemasaran & perilaku konsumen. Yogyakarta: Diandra Kreatif / Mirra Buana Media.

Hayani, N. (2021). Dimensi e-servqual dan dampaknya terhadap e-satisfaction layanan mobile banking. Jurnal Ilmiah Ekonomi Islam, 7(2), 679–686.

Indriani, A. (2025). Pengaruh gamifikasi terhadap repurchase intention pada aplikasi ByU. ISTIKHLAF: Jurnal Ekonomi, Perbankan dan Manajemen Syariah, 7(1), 139–153.

Murhadi, W. R. (2022). Pengaruh e-service quality, kesadaran merek, kepercayaan, word of mouth, dan kepuasan terhadap loyalitas pelanggan. Jurnal Ilmiah Bisnis dan Ekonomi Asia, 16(2), 229–240.

Ratnasari, E. (2022). Pengaruh gamification dan perceived enjoyment terhadap repurchase intention pada pengguna aplikasi Shopee mahasiswa FEB UNESA. Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan, 1(2), 175–184.

Setiadi, S. (2023). Faktor yang mempengaruhi customer satisfaction dan dampaknya terhadap intention to spread positive WOM. Jurnal Manajerial dan Kewirausahaan, 5(4), 1080–1090.

Shofizzuhri, A. (2022). Pengaruh gamification dan perceived enjoyment terhadap repurchase intention pada pembelian di Shopee. EL HAYAH: Jurnal Studi Islam, 12(2), 39–56.

Sinaga, L. A. (2025). The influence of gamification, user experience, and e-service quality on repurchase intention with customer satisfaction as an intervening variable on Tokopedia consumers in Medan City. Journal of Business Management, 3(1), 108–118.

Sugiharto, S. (2021). Pengaruh service quality terhadap repurchase intention aplikasi Shopee dengan customer satisfaction sebagai variabel perantara. Jurnal Strategi Pemasaran, 7(1), 1–15.

Susilo, C. (2022). The effect of gamification towards repurchase intention in e-commerce platform with technology acceptance model (TAM) as moderating variable. Jurnal Ilmiah Manajemen Bisnis dan Inovasi, 9(2), 689–702.

Susilo, M. (2024). The impact of gamification on brand loyalty mediated by customer engagement. Dinasti International Journal of Economics, Finance & Accounting, 5(3), 1609–1616.

Wardhana, A. (2023). Analisis pengaruh e-service quality terhadap customer behaviour dengan mediasi customer satisfaction dan customer trust. JMBI UNSRAT, 10(3), 1932–1940.

We Are Social. (2025, February 5). Digital 2025 global overview report.https://wearesocial.com

Widanti, A. (2022). Pengaruh kualitas pelayanan dan kepuasan pelanggan terhadap niat pembelian ulang pada konsumen Hypermart. Management Insight: Jurnal Ilmiah Manajemen, 17(2), 172–186.