The influence of gamification features, user experience, and e-service quality on Shopee's repurchase intention
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Abstract
The fast growth of e-commerce is making it harder for online marketplaces to keep customers and get them to buy again. Shopee, one of the biggest e-commerce platforms in Indonesia, uses different digital strategies like gamification, improving user experience, and offering good electronic service quality to make customers happier. This study looks at how gamification, user experience, and e-service quality affect the desire to buy again, with customer satisfaction playing a key role in between. The research uses a quantitative method called Structural Equation Modeling – Partial Least Squares (SEM-PLS). Data was gathered from 300 Shopee users in five major cities in Indonesia: Jakarta, Surabaya, Bandung, Medan, and Palembang. The results show that gamification, user experience, and e-service quality all have a positive and significant effect on customer satisfaction. Moreover, customer satisfaction has a positive and significant effect on the intention to buy again and serves as a mediator between the main factors and repurchase intention. These findings highlight the importance of improving user experience and digital service quality to boost customer satisfaction and loyalty on e-commerce platforms
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How to Cite
Walga, R. P. . and Harleni, Y. B. . (2026) “The influence of gamification features, user experience, and e-service quality on Shopee’s repurchase intention”, Jurnal Mantik, 10(1), pp. 102-111. doi: 10.35335/mantik.v10i1.7127.
References
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Chakraborty, A., Shankar, R., & Marsden, J. R. (2022). An empirical analysis of consumer-unfriendly E-commerce terms of service agreements: Implications for customer satisfaction and business survival. Electronic Commerce Research and Applications, 53, 101151. https://doi.org/10.1016/j.elerap.2022.101151
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Nofiyanti, R., & Wiwoho, S. (2020). Pengaruh perceived usefulness dan perceived value terhadap online repurchase intention dengan customer satisfaction sebagai variabel intervening. Jurnal Ilmiah Mahasiswa Manajemen Bisnis Dan Akuntansi (JIMMBA), 2(2), 281–290. https://doi.org/10.32639/jimmba.v2i2.477
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Riwu Kore, J R, & Haba Ora, F. (2020). Aspect and impact of the existence of breeding companies of Racial Chicken in the Nusa Tenggara Timur Province. International Journal of Creative Research Thoughts, 8(7), 2242–2250. https://doi.org/http://doi.one/10.1729/Journal.24047
Riwu Kore, J R, & Haba Ora, F. (2022). New dimensions and indicators in performance measurement. Asia for Earth-2022: 2nd International Conference on Education, Management and Social Science, 350.
Riwu Kore, J R, Haba Ora, F., Hildayanti, S. K., & Susanto, Y. (2019). The local community perception towards pig farming in Kupang City, East Nusa Tenggara, Indonesia. Asian Journal of Science and Technology, 10(5), 9660–9664. https://www.journalajst.com/local-community-perception-towards-pig-farming-kupang-city-east-nusa-tenggara-indonesia
Riwu Kore, J R, Haba Ora, F., & Marnisah, L. (2022). Relationship between the pandemic climate of Covid-19 and leadership style on the employees performance of the Secretariat Regional on Kupang City Government. Journal of Education, Humaniora and Social Sciences (JEHSS), 5(1), 181–193. https://doi.org/10.34007/jehss.v5i1.1175
Riwu Kore, J R, Susanto, Y., Haba Ora, F., Pancasila, I., & Zubaidah, R. A. (2021). How loan distribution and credit troubled in fostered partners can be Done? Case study: CSR fund from PT. Bukit Asam Tbk. Tanjung Enim, South Sumatra, Indonesia. Li Falah: Jurnal Studi Ekonomi Dan Bisnis Islam, 6(1), 109–123. https://doi.org/10.31332/lifalah.v6i1.2638
Riwu Kore, J R, Susanto, Y., Winarni, I., & Haba Ora, F. (2021). SWOT strategy to determine the strategic position of the Islamic Religious College (STAI) Lubuklinggau, South Sumatera Indonesia. International Journal of Educational Research & Social Sciences, 2(2), 346–360. https://doi.org/10.51601/ijersc.v2i2.50
Riwu Kore, J R, Yustini, T., & Haba Ora, F. (2021). The influence of budget total, spare part inventory, and sales on the production achievement of PT. Semen XYZ Palembang in Indonesia. In E. GÖZÜKARA (Ed.), International Congress on Social Sciences, China to Adriatic-XIII (pp. 429–448). International Association of Publishers. https://www.icssca.org/
Riwu Kore, Jefirstson R, Haba Ora, F., & Saubaki, M. A. (2024). Evaluation of the existing conditions of lasiana beach tourism destinations and ecosystems, Kupang City. Indonesian Tourism Journal, 1(2), 146–158. https://doi.org/10.69812/itj.v1i2.40 Article
Rohwiyati, R., & Praptiestrini, M. (2019). The effect of e-service quality and price perception on repurchase intention: Customer satisfaction as a mediation variable. Indonesian Journal of Contemporary Management Research, 1(2), 87–98. https://doi.org/10.33455/ijcmr.v1i1.86
Saputra, G. G., & Fadhilah. (2025). Peran online customer experience dalam meningkatkan customer satisfaction dan repurchase intention pada platform digital. GANAYA?: Jurnal Ilmu Sosial Dan Humaniora, 8(2), 29–42. https://doi.org/10.37329/ganaya.v8i2.3950
Savastano, M., Anagnoste, S., Biclesanu, I., & Amendola, C. (2024). The impact of e-commerce platforms’ quality on customer satisfaction and repurchase intention in post COVID-19 settings. The TQM Journal, 37(7), 2074–2093. https://doi.org/10.1108/TQM-04-2024-0143
Susilo, F. A. T., & Suparno. (2025). The Influence of User Experience, E-Service Quality, and Supply Chain on User Satisfaction Mediated by Platform Usability. Asian Journal of Engineering, Social and Health, 4(5), 1–21. https://doi.org/10.46799/ajesh.v4i5.572
Tandon, U., & Ertz, M. (2024). Modelling gamification, virtual-try-on technology, e-logistics service quality as predictors of online shopping: an empirical investigation. Current Psychology, 43(4), 14289–14303. https://doi.org/10.1007/s12144-023-05379-2
Balakrishnan, V., Ng, W. Z., Soo, M. C., Han, G. J., & Lee, C. J. (2022). Infodemic and fake news – a comprehensive overview of its global magnitude during the COVID-19 pandemic in 2021: A scoping review. International Journal of Disaster Risk Reduction, 78, 103144. https://doi.org/10.1016/j.ijdrr.2022.103144
Belete, A. A., & Nigatu, A. G. (2023). Determinants of market participation among smallholder teff farmers, empirical evidence from central Ethiopia. Environmental Development, 48(12), 100929. https://doi.org/10.1016/j.envdev.2023.100929
Chakraborty, A., Shankar, R., & Marsden, J. R. (2022). An empirical analysis of consumer-unfriendly E-commerce terms of service agreements: Implications for customer satisfaction and business survival. Electronic Commerce Research and Applications, 53, 101151. https://doi.org/10.1016/j.elerap.2022.101151
Dam, C. T., & Solanki, V. K. (2024). The Application of Partial Least Squares Structural Equation Modeling (PLS-SEM) Algorithm to Brand Image and Consumer Loyalty at Shoe Shops. In Nga Thi Hong Nguyen, Shivani Agarwal, & Ewa Ziemba (Eds.), Analytics in Finance and Risk Management (pp. 343–351). CRC Press.
Haba Ora, F. (2020). Rekam jejak (2017-2019) dua tahun implementasi visi misi FirMan-mu di Kota Kupang “Ayo Berubah” (1st ed.). Phoenix Publisher.
Haba Ora, Fellyanus, Riwu Kore, M. H., & Riwu Kore, J. R. (2026). Dilemma of Artificial Intelligence Adoption in Educational Settings. CITA INSIGHT?: Journal of Counseling and Educational Dynamic, 1(1), 14–32. https://journal.citacendekia.com/cijced/article/view/1
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2022). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Ji, C., Zhao, W., Wang, H., & Yuan, P. (2022). Online Platform Customer Shopping Repurchase Behavior Analysis. Sustainability, 14(14), 8714. https://doi.org/10.3390/su14148714
Mamakou, X. J., Zaharias, P., & Maria Milesi. (2024). Measuring customer satisfaction in electronic commerce: the impact of e-service quality and user experience. International Journal of Quality & Reliability Management, 41(3), 915–943. https://doi.org/10.1108/IJQRM-07-2021-0215
Natrilia, D., Rachmawati, D., & Yancik, Y. (2025). The Influence of E-Service Quality on Repurchase Intention Through Customer Satisfaction Among Tokopedia Users in Depok City. Neo Journal of Economy and Social Humanities, 4(3), 465–476. https://doi.org/10.56403/nejesh.v4i3.337
Nofiyanti, R., & Wiwoho, S. (2020). Pengaruh perceived usefulness dan perceived value terhadap online repurchase intention dengan customer satisfaction sebagai variabel intervening. Jurnal Ilmiah Mahasiswa Manajemen Bisnis Dan Akuntansi (JIMMBA), 2(2), 281–290. https://doi.org/10.32639/jimmba.v2i2.477
Poláková, M., Suleimanová, J. H., Madzík, P., Copuš, L., Molnárová, I., & Polednová, J. (2023). Soft skills and their importance in the labour market under the conditions of Industry 5.0. Heliyon, 9(8), e18670. https://doi.org/10.1016/j.heliyon.2023.e18670
Riwu Kore, J R, & Haba Ora, F. (2020). Aspect and impact of the existence of breeding companies of Racial Chicken in the Nusa Tenggara Timur Province. International Journal of Creative Research Thoughts, 8(7), 2242–2250. https://doi.org/http://doi.one/10.1729/Journal.24047
Riwu Kore, J R, & Haba Ora, F. (2022). New dimensions and indicators in performance measurement. Asia for Earth-2022: 2nd International Conference on Education, Management and Social Science, 350.
Riwu Kore, J R, Haba Ora, F., Hildayanti, S. K., & Susanto, Y. (2019). The local community perception towards pig farming in Kupang City, East Nusa Tenggara, Indonesia. Asian Journal of Science and Technology, 10(5), 9660–9664. https://www.journalajst.com/local-community-perception-towards-pig-farming-kupang-city-east-nusa-tenggara-indonesia
Riwu Kore, J R, Haba Ora, F., & Marnisah, L. (2022). Relationship between the pandemic climate of Covid-19 and leadership style on the employees performance of the Secretariat Regional on Kupang City Government. Journal of Education, Humaniora and Social Sciences (JEHSS), 5(1), 181–193. https://doi.org/10.34007/jehss.v5i1.1175
Riwu Kore, J R, Susanto, Y., Haba Ora, F., Pancasila, I., & Zubaidah, R. A. (2021). How loan distribution and credit troubled in fostered partners can be Done? Case study: CSR fund from PT. Bukit Asam Tbk. Tanjung Enim, South Sumatra, Indonesia. Li Falah: Jurnal Studi Ekonomi Dan Bisnis Islam, 6(1), 109–123. https://doi.org/10.31332/lifalah.v6i1.2638
Riwu Kore, J R, Susanto, Y., Winarni, I., & Haba Ora, F. (2021). SWOT strategy to determine the strategic position of the Islamic Religious College (STAI) Lubuklinggau, South Sumatera Indonesia. International Journal of Educational Research & Social Sciences, 2(2), 346–360. https://doi.org/10.51601/ijersc.v2i2.50
Riwu Kore, J R, Yustini, T., & Haba Ora, F. (2021). The influence of budget total, spare part inventory, and sales on the production achievement of PT. Semen XYZ Palembang in Indonesia. In E. GÖZÜKARA (Ed.), International Congress on Social Sciences, China to Adriatic-XIII (pp. 429–448). International Association of Publishers. https://www.icssca.org/
Riwu Kore, Jefirstson R, Haba Ora, F., & Saubaki, M. A. (2024). Evaluation of the existing conditions of lasiana beach tourism destinations and ecosystems, Kupang City. Indonesian Tourism Journal, 1(2), 146–158. https://doi.org/10.69812/itj.v1i2.40 Article
Rohwiyati, R., & Praptiestrini, M. (2019). The effect of e-service quality and price perception on repurchase intention: Customer satisfaction as a mediation variable. Indonesian Journal of Contemporary Management Research, 1(2), 87–98. https://doi.org/10.33455/ijcmr.v1i1.86
Saputra, G. G., & Fadhilah. (2025). Peran online customer experience dalam meningkatkan customer satisfaction dan repurchase intention pada platform digital. GANAYA?: Jurnal Ilmu Sosial Dan Humaniora, 8(2), 29–42. https://doi.org/10.37329/ganaya.v8i2.3950
Savastano, M., Anagnoste, S., Biclesanu, I., & Amendola, C. (2024). The impact of e-commerce platforms’ quality on customer satisfaction and repurchase intention in post COVID-19 settings. The TQM Journal, 37(7), 2074–2093. https://doi.org/10.1108/TQM-04-2024-0143
Susilo, F. A. T., & Suparno. (2025). The Influence of User Experience, E-Service Quality, and Supply Chain on User Satisfaction Mediated by Platform Usability. Asian Journal of Engineering, Social and Health, 4(5), 1–21. https://doi.org/10.46799/ajesh.v4i5.572
Tandon, U., & Ertz, M. (2024). Modelling gamification, virtual-try-on technology, e-logistics service quality as predictors of online shopping: an empirical investigation. Current Psychology, 43(4), 14289–14303. https://doi.org/10.1007/s12144-023-05379-2
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