Analysis of the Influence of. Ewom Gamification and Augmented Reality on Consumer. Loyalty on the Bukalapak Application in Indonesia

Abstract

This research investigates how electronic word of mouth (E-WOM), gamification elements, and augmented reality features impact user loyalty within the Bukalapak application in Indonesia. A total of 115 individuals participated in this study, selected through purposive sampling techniq under non probabiliti sampling method. Data analysis was conducted multiple linear regression, all statistical procedures performed SPSS Statistics version 30. The validity of all research indicators was confirmed through statistical testing. Furthermore, the classical assumption tests indicated that the dataset followed a normal distribution and showed no signs of multicollinearity. Ultimately, the analysis demonstrated that each of the three independent variables E-WOM, gamification, and augmented reality exerts a positive effect on consumer loyalty.