The Role of Brand Loyalty in Mediating the Effect of Perceived Value on E-WoM: A Case Study of Shopee Gamification

Ni Wayan Delvin Anjelina Saputra; Anak Agung Putu Agung; Ni Putu Cempaka Dharmadewi Atmaja

doi:10.58421/misro.v5i3.1843

DOI:

https://doi.org/10.58421/misro.v5i3.1843

Authors

Ni Wayan Delvin Anjelina Saputra Universitas Mahasaraswati Denpasar
Anak Agung Putu Agung Universitas Mahasaraswati Denpasar
Ni Putu Cempaka Dharmadewi Atmaja Universitas Mahasaraswati Denpasar

Keywords:

Brand Loyalty, Electronic Word of Mouth, Hedonic Value, Social Value, Utilitarian Value

Abstract

The Shopee app is widely used in Indonesia, making it one of the fastest-growing e-commerce marketplaces. This study examines how perceived value influences electronic word-of-mouth (E-WoM) and brand loyalty, and investigates the mediating role of brand loyalty among users of Shopee's gamification features. This study employs a quantitative methodology, applying Hair's formula to analyze data collected from 180 active Shopee consumers via a questionnaire. The study analyzed the data using Structural Equation Modeling (SEM). The findings indicate that brand loyalty and E-WoM are positively and significantly influenced by perceived value, which encompasses utilitarian, hedonic, and social value. Furthermore, this study shows that brand loyalty mediates the effect of perceived value on E-WoM, meaning that enhancing users' perceived value can strengthen customer loyalty and encourage the tendency to share information online.

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