INCREASING THE CUSTOMER LOYALTY IN E COMMERCE BY USING GAMIFICATION STRATEGY CASE STUDY FOR INDONESIA CUSTOMERS
E commerce is still has potential market especially in Asia Pacific. As the emerging market, Asia Pacific is becoming the largest in E commerce market because their large populations become first time online buyers. Indonesia took the second highest B2C E commerce growth in the world. It caused a tough competition between local and international e commerce companies and to keep customers loyalty become a challenge for the ecommerce industries in Indonesia. The purpose of this study is to find out the relation between application of gamification strategy and customer satisfaction and loyalty in e commerce. There are 3 main variables in this study: innovation orientation (gamification) e satisfaction, and e loyalty. A Likert scale survey was conducted to internet users in Indonesia who bought something from internet. The results from this study indicate a positive relationship between innovation orientation (gamification) and e satisfaction. There is also positive relationship between e satisfaction and eloyalty, innovation orientation and e loyalty, and indirect effect between innovation orientation and e loyalty through e satisfaction. Finally, ecommerce companies can consider this strategy to increase their customer's loyalty. Keywords e commerce, e loyalty, e satisfaction, gamification, Indonesia, innovation orientation