The objective of this study is to investigate the influence of gamification towards
customer loyalty. The research was conducted on May 19, 2024, using a survey
method utilizing a Likert scale. The target population consisted of customers of
Tokopedia who had done at least one transaction (goods, bills, e-money top-up,
tickets, etc.) in the last year, and are between the ages of 21 and 50. Through
purposive sampling, 183 questionnaires were distributed to the majority of
respondents. Data analysis was performed using SmartPLS version 3.2.9 PLS
(Partial Least Square) software with structural equation analysis (SEM). The
findings show that gamification has a significant positive effect on customer
loyalty. However, this study found that customer engagement in gamification has
no significant positive effect on customer loyalty. The findings of this research are
intended to provide marketers with an insight into gamification marketing strategy
and how it can increase customer loyalty.