https://mail.insyma.org/proceedings/files/original/articles/76_Christina%20Rahardja%20G.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Proceedings of the International Symposium on Management (INSYMA) (Vol 21, 2024) Proceedings meta_title Gamification and Customer Experience: The Mediating Role of Customer Brand Engagement in Shopee Author #1 Gita Sirini Purwanto Author #2 Christina Rahardja Author #3 Dudi Anandya Abstract/Description This study aims to determine the effect of gamification to customer experience mediated by customer brand engagement. The object used in the study is Shopee application user. The analysis in this study used Structural Equation Modeling (SEM) to explain the relationship among several variables. The results of this study indicate that Gamification has a significant influence on Customer Experience, Gamification has a significant influence on Customer Brand Engagement. Customer Brand Engagement has a significant influence on Customer Experience and Gamification has a significant influence on Customer Experience mediated by Customer Brand Engagement. The result of this study implicates that gamification implemented by Shopee makes a unique and pleasant experience for the customers. Gamification can make purchasing experience more enjoyable, and customers are more likely to be actively engaged and amused when Shopee combines games with business or shopping experiences. The game features and the entertainment can be combined so it can embrace a wider market and more consumers. When customer brand engagement is created through gamification, it can affect the interest in buying products from consumers. The more customers have a good experience with Shopee, the customers will be more active to engage with it. The repetitive engagement between Shopee and its customers can build customer loyalty and increase re-purchase intention. keywords a;b;c;d Gamification, Customer Brand Engagement, Customer Experience, E-Commerce publication_date 2025/06/20 2024/06/15 pdf_url https://insyma.org/proceedings/files/original/articles/76_Christina%20Rahardja%20G.pdf abstract_html_url https://insyma.org/proceedings/items/show/ https://insyma.org/proceedings/items/show/242 firstpage 443 lastpage 447 issn 3047-857X 3047-857X conference Proceedings of the International Symposium on Management (INSYMA) Proceedings of the International Symposium on Management (INSYMA) publisher_name Fakultas Bisnis dan Ekonomika, Universitas Surabaya Fakultas Bisnis dan Ekonomika, Universitas Surabaya no article 242 Volume 21 URL https://insyma.org/proceedings/files/original/articles/76_Christina%20Rahardja%20G.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Gamification and Customer Experience: The Mediating Role of Customer Brand Engagement in Shopee Creator An entity primarily responsible for making the resource Gita Sirini Purwanto, Christina Rahardja, Dudi Anandya