This study investigates the influence of gamification on Generation Z
consumers’ purchasing behaviour within the Shopee application in Indonesia, with
particular emphasis on its potential to foster impulsive buying tendencies. Grounded
in the Stimulus-Organism-Response (S-O-R) framework, the research examines how
gamification features embedded in the platforms (stimulus) affect consumers’
emotional and cognitive response (organism), which subsequently influence their
purchasing behaviour (response). A quantitative research approach was employed
using a structured survey consisting of 20 items measured on a 5-point Likert scale. In
the end the data that was used for the research are 150 number of Generation Z
respondents across Indonesia--once getting rid of the 19 outliers and the 4 entries that
did not fit the criteria for this research, The data was then analysed using SmartPLS
3.0. The study focuses on the influences between game mechanics such as Reward
Giving and level Upgrading towards Perceived Enjoyment, Online purchase Intention,
and Impulsive Buying Tendency. The results indicated that Reward Giving and Level
Upgrading has a positive influence on Perceived Enjoyment, and Perceived Enjoyment
has a positive influence on Online Purchase intention. Meaning the three hypotheses
in this study are supported except for the fourth hypothesis which is whether the
influence of Perceived Enjoyment towards Online Purchase Intention is stronger for consumers with higher Impulse Buying Tendency. Although it is not supported,
Impulsive Buying Tendency does have a direct significant effect on Online Purchase Intention but this direct effect is not formulated as a main hypothesis. By exploring the role of gamification in shaping consumer behaviour, this research contributes to a deeper understanding of how interactive digital marketing strategies can enhance user engagement and potentially stimulate impulsive purchasing among Generation Z consumers in Indonesia.