Aditya Akbar Riadi
Doctoral Program of Information Systems, Diponegoro University, Semarang, Indonesia. & Department of Informatics Engineering, Universitas Muria Kudus, Kudus, Indonesia.
. Widowati
Department of Mathematics, Diponegoro University, Semarang, Indonesia.
Catur Edi Widodo
Department of Physics, Diponegoro University, Semarang, Indonesia.
DOI https://doi.org/10.33889/IJMEMS.2026.11.5.086
Abstract
The electronic wallet market in Indonesia is growing rapidly, yet the primary challenge remains low user loyalty due to intense market competition and the tendency of users to switch applications for promotions. This study explores how gamification features build user loyalty by generating utilitarian and hedonic values that drive user satisfaction. Through a quantitative approach, this research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the experiences of 170 active digital wallet users, selected via purposive sampling. The findings reveal a strong positive relationship between gamification and the formation of both hedonic (t = 18.214) and utilitarian (t = 19.328) values. This shows that users perceive game elements not only as entertainment but also as providing clear functional benefits. Furthermore, both values are proven to mediate the influence of gamification on user satisfaction, with hedonic value found to have a more dominant role in shaping satisfaction compared to utilitarian value. Ultimately, user satisfaction acts as a primary predictor of loyalty (t = 25.130), explaining 58.4% of its variance. This study concludes that a gamification strategy that balances functional aspects with emotional enjoyment is highly effective in enhancing long-term user retention.
Keywords- Gamification, Utilitarian value, Hedonic value, Satisfaction, Loyalty.
Citation
Riadi, A. A. Widowati, .., & Widodo, C. E (2026). Gamification as a Strategy to Boost Hedonic and Utilitarian Value for Increased User Satisfaction and Loyalty with a PLS-SEM Approach. International Journal of Mathematical, Engineering and Management Sciences, 11(5), 2163-2176. https://doi.org/10.33889/IJMEMS.2026.11.5.086.
