The Effect Of Monthly Promotion, Gamification On The Marketplace Repurchase Intention: Mediated Customer Satisfaction

Authors

  • Dina Amalia Khoirun Nadha Raswadiyanto University Of Nahdlatul Ulama Sidoarjo
  • Laily Muzdalifah University Of Nahdlatul Ulama Sidoarjo
  • Muhafidhah Novie University Of Nahdlatul Ulama Sidoarjo

DOI:

https://doi.org/10.21111/ibmj.v8i1.14388

Keywords:

Monthly Promotion, Gamification, repurchase Intention, Customer Satisfaction, Marketplace

Abstract

This study aims to determine whether The Effect Of Monthly Promotion, Gamification On The Marketplace Repurchase Intention: Mediated Customer Satisfaction. The research method used is quantitative with purposive sampling technique, involving 130 Shopee user respondents in Indonesia. Data was collected through an online questionnaire and analyzed using SmartPLS4 to test the relationship between variables. The results showed that monthly promotions and gamification had a significant effect on customer satisfaction and repurchase intentions. In addition, customer satisfaction was also shown to have a significant influence on repurchase intentions. However, the mediating role of customer satisfaction in the relationship between monthly promotions and gamification on repurchase intentions is not significant. These findings provide insights for e-commerce players to optimize their marketing strategies by improving customer experience through engaging promotions and interactive gamification elements. Keywords: Monthly Promotion, Gamification, Repurchase Intention, Customer Satisfaction, Marketplace.

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Published

2025-06-30

How to Cite

Raswadiyanto, D. A. K. N., Laily Muzdalifah, & Muhafidhah Novie. (2025). The Effect Of Monthly Promotion, Gamification On The Marketplace Repurchase Intention: Mediated Customer Satisfaction. Islamic Business and Management Journal, 7(2), 14–30. https://doi.org/10.21111/ibmj.v8i1.14388

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Vol. 7 No. 2 (2024): IBMJ | December

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