Analysis of the Effect of Gamification Implementation on Customer Loyalty in Online Travel Agency (OTA) Mobile Applications

Today, online travel agency (OTA) platform is the ideal choice for people to book their travel needs. Currently, there are many OTA brands with various attractive offers and features. One feature that is often used is gamification. This study aims to analyze whether gamification in OTA can affect customer loyalty by examining the utilization of gamification on Traveloka, tiket.com, and. The gamification components which are the tested are tasks, games, points, and levels. The information was gathered through an online questionnaire emailed to respondents in Indonesia who utilize gamification on Traveloka, tiket.com, and. This study employed PLS-SEM as a data validation system and the Bootstrapping method using SmartPLS to test our hypothesis. According to the findings of this study, the Point influences Utilitarian Value whereas the Level influences Hedonic Value. It was also established that utilitarian and hedonic values had a substantial impact on satisfaction and loyalty. Through this result, the implementation of point and level of gamification in the OTA application can affect customer loyalty.

I. Introduction

E-commerce in Indonesia surged to 77.766 trillion rupiah in 2018. This value increased by 151% over the previous year, when it stood at Rp 30,942 trillion [1]. According to the Republic of Indonesia's Minister of Trade, the contribution of E-Commerce could reach Rp. 1,908 trillion in 2030. The Online Travel sector in 2030 will contribute Rp. 575 trillion[2]. Special e-commerce that focuses on travel service transactions is called online travel agent (OTA). Orders from this business include hotels, flights, travel packages to car rentals[3]. Rapidly growing E-commerce engaged in this field is marked by the emergence of applications such as Traveloka, tiket.com,.