The number of internet users in Indonesia is increasing every year. This is in line with the
growth of Internet Service Providers (ISP) in Indonesia. The large number of internet service
providers makes users have many alternative choices. Therefore, the problem of user loyalty also
arises. Telkomsel as one of the providers applies the gamification concept to the MyTelkomsel
application. The hope is that user motivation and involvement can be built like when users spend a
lot of time playing games.
This study aims to determine what factors can influence Telkomsel user loyalty by applying
the gamification concept to the MyTelkomsel application. The method used in this research is
quantitative with purposive sampling technique in collecting respondents. The research model used
is the Expectation Confirmation Model (ECM). The number of sample data collected was 431
samples which were then analyzed using the SEM-PLS method on SmartPLS 4.0 tools. This study
uses nine variables, namely entertainment, trendy, intimacy, novelty, hedonic values, utilitarian
values, satisfaction, continuance intention, and loyalty.
There are 14 hypotheses proposed in this study. But in the process, the remaining 12
hypotheses with details of 11 hypotheses are accepted and one is not accepted. The 11 hypotheses
accepted are entertainment having an effect on hedonic values, novelty having an effect on hedonic
values, intimacy having an effect on utilitarian values, novelty having an effect on utilitarian values,
hedonic values having an effect on satisfaction, utilitarian values having an effect on satisfaction,
satisfaction having an effect on continuance intention, hedonic values having an effect on loyalty,
utilitarian values having an effect on loyalty, satisfaction having an effect on loyalty, and
continuance intention having an effect on loyalty. One hypothesis that is not accepted is that
intimacy has an effect on hedonic values.