(Universitas Muhammadiyah Pontianak, Pontianak, 78123, Indonesia)
(2) Sumiyati Sumiyati
(Universitas Muhammadiyah Pontianak, Pontianak, 78123, Indonesia)*Corresponding author
AbstractThis study aims to analyze the influence of content marketing and gamification on repurchase intention through customer engagement among students in Pontianak City who use the Shopee application. This research uses an associative research method with a quantitative approach. The research sample consisted of 100 respondents who have shopped on Shopee, and the sample was determined using a purposive sampling technique. Data processing was carried out using the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS) with the help of SmartPLS software. The results of the study show that content marketing and gamification have a positive and significant effect on customer engagement. Customer engagement has a positive and significant effect on repurchase intention. Content marketing directly has a positive and significant effect on repurchase intention, while gamification does not have a direct effect on repurchase intention. Content marketing and gamification have a positive and significant effect on repurchase intention through customer engagement as an intervening variable. The R-square value shows that this model is able to explain the customer engagement variable by 56.8% and repurchase intention by 78.8%. This study has limitations in the population, which only involves students in one city, so it is recommended for future research to expand the sample with more diverse demographics and add other variables such as customer trust or brand image to enrich the analysis results. Further research is also expected to explore qualitative aspects through in-depth interviews to obtain a more comprehensive understanding of customer behavior in utilizing content marketing and gamification features on e-commerce platforms.
KeywordsContent Marketing; Gamification; Repurchase Intention; Customer Engagement; Shopee Application
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DOIhttps://doi.org/10.33122/ejeset.v6i2.850 |
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