Journal of Business and Applied Management

Di tengah pertumbuhan pesat industri financial technology, mempertahankan pengguna menjadi tantangan strategis bagi platform digital wallet. Dalam ekosistem platform digital, keberhasilan layanan tidak hanya ditentukan oleh kemampuan menarik pengguna baru, tetapi juga oleh kemampuan mempertahankan pengguna yang sudah ada. Salah satu pendekatan yang mulai banyak diterapkan adalah gamification, yaitu penggunaan elemen permainan dalam sistem digital untuk meningkatkan keterlibatan pengguna. Namun demikian, penelitian yang mengkaji bagaimana faktor-faktor penerimaan teknologi mempengaruhi keterlibatan pengguna terhadap gamification serta implikasinya terhadap customer retention pada digital wallet masih relatif terbatas. Penelitian ini bertujuan untuk menganalisis pengaruh performance expectancy, effort expectancy, social influence, trust, dan perceived financial cost terhadap gamification serta dampaknya terhadap customer retention pada penggunaan digital wallet. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 77 responden pengguna digital wallet berusia 17–27 tahun di Jakarta. Data dianalisis menggunakan metode Structural Equation Modeling berbasis Partial Least Squares (PLS-SEM). Hasil penelitian menunjukkan bahwa effort expectancy dan perceived financial cost berpengaruh positif dan signifikan terhadap gamification, sedangkan performance expectancy, social influence, dan trust tidak menunjukkan pengaruh yang signifikan. Selain itu, gamification terbukti memiliki pengaruh positif dan signifikan terhadap customer retention. Temuan ini menunjukkan bahwa kemudahan penggunaan serta persepsi biaya merupakan faktor penting yang mendorong keterlibatan pengguna terhadap fitur gamification, yang pada akhirnya dapat meningkatkan retensi pengguna. Penelitian ini memberikan kontribusi pada literatur perilaku konsumen digital dengan menunjukkan bahwa gamification dapat berfungsi sebagai strategi engagement yang efektif dalam mempertahankan pengguna pada platform digital wallet, khususnya dalam konteks pasar fintech yang semakin kompetitif.

Gamification, Digital Wallet, Customer Retention, Fintech, UTAUT

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