Optimization of Gamification Type Selection in Pop-Up Campaigns to Enhance Customer Engagement on E-Commerce Platform XYZ Using the Analytical Hierarchy Process Method
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Jun 30, 2025
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Abstract
One of the key success factors in the e-commerce industry is the increase in consumer engagement. High engagement has been proven to drive sales growth and customer loyalty. To achieve this goal, the application of gamification in marketing campaigns has been shown to have a significant impact on customer engagement in e-commerce. This study aims to optimize the selection of gamification types in pop-up campaigns to enhance consumer engagement on the XYZ e-commerce platform. The selection of the right type of gamification is crucial, but it is often influenced by subjectivity in assessment. To that end, this research uses the Analytic Hierarchy Process (AHP) method, which integrates historical data as a reference in filling alternatives based on criteria to reduce the subjectivity of the AHP method in determining the most effective type of gamification based on the criteria of Click-Through Rate (CTR), Conversion Rate (CR), and Impression. The research results show that the Memory Card type of gamification is the most effective type with the potential to increase consumer engagement. This approach is expected to serve as a reference for e-commerce platforms in designing more effective and data-driven gamification strategies.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
How to Cite
Kesy Apriansyah, Hakim, D. K., Feri Wibowo, & Supriyono. (2025). Optimization of Gamification Type Selection in Pop-Up Campaigns to Enhance Customer Engagement on E-Commerce Platform XYZ Using the Analytical Hierarchy Process Method. Jurnal E-Komtek, 9(1), 1-15. https://doi.org/10.37339/e-komtek.v9i1.2265
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[2] E. Roszko-Wójtowicz, G. Deep Sharma, B. Dańska-Borsiak, and M. M. Grzelak, “Innovation-Driven E-Commerce Growth in the EU: An Empirical Study of the Propensity for Online Purchases and Sustainable Consumption,” Sustainability (Switzerland), vol. 16, no. 4, 2024, doi: 10.3390/su16041563.
[3] A. Permadi and S. Silalahi, “The Effect of Customer Experience and Customer Engagement Through Customer Loyalty on Sales Revenue Achievement at PT United Tractors,” Emerging Markets : Business and Management Studies Journal, vol. 9, no. 1, pp. 1–17, 2021, doi: 10.33555/embm.v9i1.194.
[4] R. Adika and S. Subandrio, “The Effect Of Electronic Commerce And Brand Awareness On Purchasing Decisions At Shopee Online Shopping,” BIMA Journal (Business, Management, & Accounting Journal), vol. 2, no. 1, pp. 53–66, May 2021, doi: 10.37638/bima.2.1.53-66.
[5] F. de Oliveira Santini, W. J. Ladeira, D. C. Pinto, M. M. Herter, C. H. Sampaio, and B. J. Babin, “Customer engagement in social media: a framework and meta-analysis,” J Acad Mark Sci, vol. 48, no. 6, pp. 1211–1228, 2020, doi: 10.1007/s11747-020-00731-5.
[6] A. H. Busalim, A. R. Che Hussin, and N. A. Iahad, “Factors Influencing Customer Engagement in Social Commerce Websites: A Systematic Literature Review,” Journal of theoretical and applied electronic commerce research, vol. 14, no. 2, pp. 0–0, 2019, doi: 10.4067/s0718-18762019000200102.
[7] A. García-Jurado, M. Torres-Jiménez, A. L. Leal-Rodríguez, and P. Castro-González, “Does gamification engage users in online shopping?,” Electron Commer Res Appl, vol. 48, 2021, doi: 10.1016/j.elerap.2021.101076.
[8] A. R. Ammalia and S. Sumar, “Peran Nilai-Nilai Gamifikasi Dan Sosial Terhadap Adopsi E-Commerce,” Jurnal Bisnis dan Manajemen, vol. 20, no. 1, pp. 29–39, 2024, doi: 10.23960/jbm.v20i1.2041.
[9] D. Nugraha and J. S. Suroso, “Pengaruh Mekanisme Gamifikasi Terhadap Brand Equity Melalui Brand Engagement (Studi Kasus: Jabodetabek),” Jurnal Informasi Dan Teknologi, 2023, [Online]. Available: https://www.jidt.org/jidt/article/download/275/165
[10] M. C. Amalia and G. S. Palupi, “Pengaruh Gamifikasi Terhadap Customer Brand Engagement Dalam Membentuk Customer Experience,” vol. 05, no. 03, pp. 1–10, 2024.
[11] T. Hardianto, A. M. Sundjaja, Y. Yuli, and G. Savina, “Pengaruh Gamifikasi terhadap Program Loyalitas pada Platform Tokopedia Indonesia,” Prosiding SISFOTEK, 2019, [Online]. Available: http://www.seminar.iaii.or.id/index.php/SISFOTEK/article/view/99
[12] A. Pratomo, “Pengaruh Konsep Gamifikasi Terhadap Tingkat Engagement,” THE Journal : Tourism and Hospitality Essentials Journal, vol. 8, no. 2, p. 63, Nov. 2018, doi: 10.17509/thej.v8i2.13740.
[13] C. Salim, A. I. Firdaus, and N. Saputra, “Pengaruh digital engagement dan gamifikasi terhadap work engagement karyawan yang bekerja di Jakarta dan Tangerang,” Jurnal Akuntansi, 2020, [Online]. Available: http://penerbitgoodwood.com/index.php/Jakman/article/view/45
[14] A. M. Sundjaja, G. Savina, Y. Yuli, and, “The moderating effect of gamification on loyalty program usage in Indonesian e-commerce,” Binus Business , 2022, [Online]. Available: https://journal.binus.ac.id/index.php/BBR/article/view/6801
[15] I. Razak, “Increasing consumer engagement through gamification in marketing campaigns-Ismail Razak Increasing consumer engagement through gamification in marketing campaigns,” Journal of Economics and Business (JECOMBI), vol. 4, no. 02, pp. 91–98, 2024, [Online]. Available: https://jecombi.seaninstitute.or.id/index.php/JECOMBI
[16] P. Rahmadhan, M. A. Wana, D. I. Sensuse, and ., “Trends and Applications of Gamification in E-Commerce: A Systematic Literature Review.,” Journal of, 2023, [Online]. Available: https://e-journal.unair.ac.id/JISEBI/article/download/39025/24453
[17] T. T. Tu and N. T. H. Binh, “Impact of gamification on GenZ consumers’ online impulse buying behavior intention: evidence from Shopee application in the Vietnamese market,” Conference on Business Based on Digital Platform, 2023, [Online]. Available: https://www.econstor.eu/handle/10419/279147
[18] D. M. H. Wen, D. J. W. Chang, Y. T. Lin, C. W. Liang, and S. Y. Yang, “Gamification design for increasing customer purchase intention in a mobile marketing campaign app,” Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 8527 LNCS, pp. 440–448, 2014, doi: 10.1007/978-3-319-07293-7_43.
[19] A. Z. Abbasi, A. Hussain, H. Hlavacs, M. U. Shah, D. H. Ting, and U. Rehman, Customer inspiration via advertising value of pop-up ads in online games, vol. 12211 LNCS. Springer International Publishing, 2020. doi: 10.1007/978-3-030-50164-8_17.
[20] M. Adhytia and W. Putra, “Trends and Applications of Gamification in E-Commerce : A Systematic Literature Review,” vol. 9, no. 1, pp. 28–37, 2023.
[21] P. Madzík and L. Falát, State-of-the-art on analytic hierarchy process in the last 40 years: Literature review based on Latent Dirichlet Allocation topic modelling, vol. 17, no. 5 May. 2022. doi: 10.1371/journal.pone.0268777.
[22] Jasril, E. Haerani, and L. Afrianty, “Sistem Pendukung Keputusan (Spk) Pemilihan Karyawan Terbaik Menggunakan Metode Fuzzy Ahp (F- Ahp),” Seminar Nasional Aplikasi Teknologi Informasi 2011 (SNATI 2011) Yogyakarta, vol. 2011, no. Snati 2011, pp. 17–18, 2011.
[23] I. Michael Siregar and L. W. Budi Putri, “Analisis Variasi Implementasi Algoritma Analytical Hierarchy Process (AHP) Dalam Menentukan Prioritas Produk Kalibrasi,” Jurnal Nasional Teknologi dan Sistem Informasi, vol. 10, no. 1, pp. 54–63, 2024, doi: 10.25077/teknosi.v10i1.2024.54-63.
[24] M. Tavana, M. Soltanifar, and F. J. Santos-Arteaga, Analytical hierarchy process: revolution and evolution, vol. 326, no. 2. 2023. doi: 10.1007/s10479-021-04432-2.