The Influence of Gamification, Perceived Enjoyment, and E-Trust on Repurchase Intention: A Case Study of Uniba Madura Students Using Shopee E-Commerce

Abstract

The rapid growth of e-commerce has driven platforms like Shopee to adopt gamification features to enhance user engagement. This study aims to examine the partial and simultaneous effects of Gamification, Perceived Enjoyment, and E-Trust on Repurchase Intention among Uniba Madura students who use Shopee. A quantitative approach was applied using a survey method. The sample consisted of 97 respondents selected through purposive sampling, with the Slovin formula used to determine the sample size. Data were collected via questionnaires distributed through Google Forms to students who use Shopee and have interacted with its gaming features. The findings reveal that both Gamification and Perceived Enjoyment have a positive and significant effect on Repurchase Intention, while E-Trust does not show a significant partial effect. However, all three variables simultaneously influence Repurchase Intention. These results suggest that increasing enjoyment and gamified experiences can effectively drive repeat purchases in e-commerce settings.