The Effect of Artificial Intelligence and Gamification on Online Purchase Intention Mediated by Customer Experience: Study on Indonesian Marketplace Users

Raeni Dwi Santy, Muhammad Iffan


Objectives: This study aims to analyze the effect of Artificial intelligence and gamification on online purchase intention, as well as the role of customer experience as a variable that mediates the effect of artificial intelligence and gamification on online purchase intention. The marketing approach in today's era tends to lean towards digital personalization using Artificial intelligence and gamification to improve customer engagement and experience. This is ongoing with the fast rate at which technology has been expanding. The development of artificial intelligence has increased consumer happiness even more, making it even more crucial in the contemporary environment. Also, Gamification has clearly been identified as a method of influencing consumer behavior. The use of game design elements in non-game contexts is known as gamification. Gamification and persuasive technologies have been used for business purposes and to influence customer behavior.

Methodology: The method used in this study is a quantitative method using survey research with marketplace users in Indonesia as the object of the research. Data collection which was used is the cross-sectional method by distributing online questionnaires from Google Forms. The research sample was selected using the purposive sampling method in order to obtain 272 respondents from various users (Tokopedia, Shopee, Lazada, Blibli, and Bukalapak users). The data analysis that is used is the path analysis Structural Equation Model (SEM) by SmartPLS 3.0 software. The first stage in data analysis is to recapitulate data on the characteristics of the respondents. The next step is to measure the validity and reliability using discriminant validity, convergent validity, composite reliability, and Cronbach's alpha. Then, to test the inner model, a Goodness of Fit test was carried out through R-Square and significance testing by interpreting path analysis values, T-values, and P-Values.

Finding: In this research conducted on marketplace users in Indonesia, it was found that Artificial Intelligence and Gamification are determinants of Customer Experience but these two variables cannot directly support Online Purchase Intention. Further findings indicate that Customer Experience can be an important determining factor for Online Purchase Intention. Customer experience can strengthen the online purchase intention among marketplace users.

Conclusion: The result of this study shows that Artificial intelligence and gamification cannot affect online purchase intention directly but artificial intelligence and gamification can affect online purchase intention indirectly through customer experience


Artificial Intelligence; Gamification; Customer Experience; Online Purchase Intention

Full Text:



A. Derryberry and I. Serious, “Serious Games: Online Games for Learning,” Serious Games, no. 9, pp. 1–15, 2007, [Online].

Abadi, R. R., Nursyamsi, I., & Syamsuddin, A. R. (2020). Effect of Customer Value and Experiential Marketing to Customer Loyalty with Customer Satisfaction as Intervening Variable (Case Study on Gojek Makassar Consumers). The Asian Journal of Technology Management, 13(1), 82–97.

Abdillah, W., Hartono. (2015). Partial Least Square (PLS). Yogyakarta: Andi. Page 195.

Achmad, A., Saputra, A. I., Ardiansyah, A. F., & Hendriana, E. (2022). The Effectiveness of Social Media Advertisement in The Indonesian Sneakers Industry: Application of The Extended Advertising Value Model. MIX: Jurnal Ilmiah Manajemen. 12 (1): 1-13.

Ajzen, Icek. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, Volume 50, Issue 2, 179-211.

Aulia, Dita., Sulistya Rini, Endang., Fadli. (2021). The Influence of Gamification, E Service Quality and E-Trust on Online Purchase Decision with Online Purchase Intention as Intervening Variable at the Marketplace Shopee in Medan City. International Journal of Research and Review, Vol. 8 Issue 8, 546-558.

Ayunda Dipta Arviollisa, Putri., Chan, Arianis., Nirmalasari, Healthy. (2021). The Effect of Artificial Intelligence (AI) on Customer Experience (Study of Gojek Users in Bandung, West Java). Journal of Thought and Research in Business Administration and Entrepreneurship, Vol.6, No. 2, 115-124.

Bhagat, R., Chauhan, V., & Bhagat, P. (2022). Investigating the impact of artificial intelligence on consumer’s purchase intention in e-retailing. foresight, (ahead-of-print).

B. Burke. 2014. "How Gamification Motivates People to Do Extraordinary Things" Harvard: Bibliomotion,Inc.

B. Eisingerich, Andreas., Marchand, André., P. Fritze, Martin., Dong, Lin. (2019). Hook vs. hope: How to enhance customer engagement through gamification. International Journal of Research in Marketing, Volume 36, Issue 2, 200-215.

Becker, Larissa., Jakkola, Elina. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48, 630-648.

Chen, Nan., Yunpeng Yang., (2020). The impact of customer experience on consumer purchase intention in cross-border E-commerce-Taking network structural embeddedness as mediator variable. Journal of Retailing and Consumer Services, Volume 59, March 2021, 102344.

Daqar, M. A. A., & Smoudy, A. K. (2019). The role of artificial intelligence on enhancing customer experience. International Review of Management and Marketing, 9(4), 22.

Dexter, Jonathan., Yazdanifard, Rashard. (2014). Applying gamification to the service industry as an effective way of gaining and retaining customers. Retrieved from

Ertemel, A. V., Civelek, M. E., Eroğlu Pektaş, G. Ö., & Çemberci, M. (2021). The role of customer experience in the effect of online flow state on customer loyalty. PloS one, 16(7).

Genoveva, G., & Samukti, D. R. (2020). Green Marketing: Strengthen the Brand Image and Increase the Consumers’ Purchase Decision. MIX: Jurnal Ilmiah Manajemen. 10 (3): 367-384.

Ghozali, Imam. (2014). Structural Equation Modeling–Metode Alternatif dengan Partial Least Squares (PLS). Semarang: Diponegoro University.

Hair, Joseph F., G. Tomas M. Hult., Christian M. Ringle., Marko Sarstendt. (2014). A primer on Partial least Structural Equation Modeeling (PLS-SEM). California. USA: SAGE Publications,Inc..

Huang, M., & Rust, R. T. (2018). Artificial Intelligence in Service. Journal of Service Research, 2–6.

Jain, Piyush., Aggarwal, Keshav. (2020). Transforming Marketing with Artificial Intelligence. International Research Journal of Engineering and Technology (IRJET) Volume: 07 Issue:07, 3964-3976.

K. Huotari and J. Hamari. (2017). “A Definition for Gamification: Anchoring Gamification in The Service Marketing Literature,” Electron. Mark., Vol. 27, No. 1, 21–31.

Klaus, Philipp., Maklan, Stan. (2012). Towards a better measure of customer experience. International Journal of Market Research. Vol. 55 Issue 2, 227-246.

Kotler, Philip., Kartajaya, Hermawan., Setiawan, Iwan. (2017). Marketing 4.0: Moving from Traditional to Digital. Jakarta: PT. Main Library Gramedia.

Kwong, Ken., Kay Kwong (2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24, Technical Note 1.

Liang, Yuli., Lee, Seung-Hee., E. Workman, Jane. (2020). Implementation of Artificial Intelligence in Fashion: Are Consumers Ready?. Clothing and Textiles Research Journal, Vol. 38(1) 3-18.

Ling, K.C., Daud, D., Piew, T.H., Keoy, K.H., & Hassan, P.F. (2011). Perceived Risk, Perceived Technology, Online Trust for the Online Purchase Intention in Malaysia. International Journal of Biometrics, 6(6), 167-182.

Lucasen, G., Jansen, S. (2014) Gamification in Consumer Marketing – Future of Fallacy? Procedia -Social and Behavioral Sciences, 194-202.

Lutfie, H., & Marcelino, D. (2020). Creating Online Purchase Decision and Brand Image Based on Advertising Effectiveness with Epic Model. MIX: Jurnal Ilmiah Manajemen. 10 (3): 346-366.

Maxwell Worimegbe, Powel., Mariam Worimegbe, Temitope., Abiola-Oke, Elizabeth. (2020). Gamification and Customers Experience in the Hospitality Industry. Journal of Tourism and Services. Vol. 11 Issue. 21, 71-87.

Nurjannah, N., Erwina, E., Basalamah, J., & Syahnur, M. H. (2022). The Impact Of E-CRM And Customer Experience on E-Commerce Consumer Loyalty Through Satisfaction in Indonesia. MIX: Jurnal Ilmiah Manajemen. 12 (1): 56-69.

Puspa Rinjeni, Tri., Lemantara, Julianto., Poerna Wardhanie, Ayouvi. (2020). Implementation of Gamification in Marketplace Applications for Website-Based Processed Coffee Bean Sales. Komunika Journal, Vol. 9 No. 1, 52-63.

Ramli, Y., Permana, D., Soelton, M., Hariani, S., & Yanuar, T. (2020). The Implication of Green Marketing That Influence the Customer Awareness Towards Their Purchase Decision. MIX: Jurnal Ilmiah Manajemen. 10 (3): 385-399.

Salsabila Putri, Aurelia., Zakaria, Roni. (2020). Mapping Analysis of the Largest e-Commerce in Indonesia based on the Digital Economy Power Model. IDEC National Seminar and Conference. 2020, ISSN: 2579-6429.

Saxena, Anant. (2011). Blogs And Their Impact On Purchase Intention: A Structural Equation Modelling Approach. Paradigm: A Management Research Journal, 15(1-2), 102-110.

Setiaman, Sobur. (2020). Partial Analysis of Structural Equation Models with Smart PLS Software version 3.

Soelton, M., Rohman, F., Asih, D., Saratian, E. T. P., & Wiguna, S. B. (2020). Green Marketing That Effect the Buying Intention Healthcare Products. European Journal of Business and Management. 12 (15).

Sugiyono. (2010). Educational Research Methodology (Qualitative, Quantitative Education and R&D). Bandung: Alphabet. Page 128.

Suh, A., Wagner, C., & Liu, L. (2015). The Effects of Game Dynamics on User Engagement in Gamified Systems. 2015 48th. Hawaii International Conference on System Sciences.

Vdov, K. (2020). The effect of gamification on customer experience in the digital environment.

Verma, Sanjeev., Sharma, Rohit., Deb, Subhamay., Maitra, Debojit. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, Volume 1, Issue 1.

Wardhani, A. K., & Chen, D. K. J. (2021). The Effect of YouTube Media of Online Review, Visualization and Trust on Intention to Buy Smartphone. MIX: Jurnal Ilmiah Manajemen. 11 (1): 36-46.

Yu Hsu, Hsuan., Tsou, Hung-Tai. (2011). Understanding customer experiences in online blog environments. International Journal of Information Management. 31(6), 510-523.

Yu, N., & Huang, Y. T. (2022). Why do people play games on mobile commerce platforms? An empirical study on the influence of gamification on purchase intention. Computers in Human Behavior, 126, 106991.

Zomerdijk, L. G.; Voss, C. A. (2010). Service Design for Experience-Centric Services. Journal of Service Research. 13(1), 67–82.



  • There are currently no refbacks.

MIX: Jurnal Ilmiah Manajemen
Journal URL:
Journal DOI: 10.22441/jurnal_mix
P-ISSN: 2088-1231
E-ISSN: 2460-5328

Editor's Address:

Magister Management Department, Universitas Mercu Buana.
Tedja Buana Building 4th Floor.
Jl. Menteng Raya No. 29, Jakarta 10340.

The Journal is Indexed and Abstracting by:


Analytics Made Easy - StatCounter
View My Stats