Analysis of the Influence of. Ewom Gamification and Augmented Reality on Consumer. Loyalty on the Bukalapak Application in Indonesia
Dublin Core
Title
Analysis of the Influence of. Ewom Gamification and Augmented Reality on Consumer. Loyalty on the Bukalapak Application in Indonesia
Creator
Gusti Putu Sutama, Mujahid Dakwah
Proceedings Item Type Metadata
meta_title
Analysis of the Influence of. Ewom Gamification and Augmented Reality on Consumer. Loyalty on the Bukalapak Application in Indonesia
Abstract/Description
This research investigates how electronic word of mouth (E-WOM), gamification elements, and augmented reality features impact user loyalty within the Bukalapak application in Indonesia. A total of 115 individuals participated in this study, selected through purposive sampling techniq under non probabiliti sampling method. Data analysis was conducted multiple linear regression, all statistical procedures performed SPSS Statistics version 30. The validity of all research indicators was confirmed through statistical testing. Furthermore, the classical assumption tests indicated that the dataset followed a normal distribution and showed no signs of multicollinearity. Ultimately, the analysis demonstrated that each of the three independent variables E-WOM, gamification, and augmented reality exerts a positive effect on consumer loyalty.
publication_date
2025/06/15
pdf_url
https://insyma.org/proceedings/files/articles/Gusti Putu Sutama Muh Mujahid DakwahSEMM _ REVISED.pdf
abstract_html_url
https://insyma.org/proceedings/items/show/329
keywords
Consumer Loyalty, E-Wom, Gamification, Augmented Reality
firstpage
105
lastpage
110
issn
3047-857X
conference
Proceedings of the International Symposium on Management (INSYMA)
Volume
22
publisher_name
Fakultas Bisnis dan Ekonomika, Universitas Surabaya
no article
18
Files
Citation
Gusti Putu Sutama, Mujahid Dakwah, “Analysis of the Influence of. Ewom Gamification and Augmented Reality on Consumer. Loyalty on the Bukalapak Application in Indonesia,” Proceedings of the International Symposium on Management (INSYMA), accessed July 1, 2025, https://insyma.org/proceedings/items/show/329.