Fitri Marisa, Istiadi, Sharifah Sakinah Syed Ahmad, Endah Tri Esti Handajani, Agustinus Noer Tjahyana, Anastasia L. Maukar
Generation Z (Gen Z), often referred to as the "digital native" generation, interacts extensively with digital technology and social media. E-commerce companies need to adopt the right strategies, such as gamification, to increase user engagement among Gen Z. However, there is limited research evaluating which gamification elements are most effective in engaging Gen Z users. This study addresses this gap by identifying the most impactful gamification elements that enhance Gen Z user engagement and providing strategic recommendations for e-commerce designers and developers. Using the Fuzzy AHP method and Octalysis approach, this study evaluates five gamification elements: Point, Reward, Referral, Leaderboard, and Level across four key parameters: Motivation, Engagement, User Experience, and Retention. The Fuzzy AHP results indicate that the "Reward" element ranks highest with a score of 1.0, followed by "Level" with a score of 0.829. "Leaderboard" comes in third with a score of 0.669, while "Point" and "Referral" score 0.606 and 0.220, respectively. The low score of "Referral" suggests its limited effectiveness in fostering social connectedness among Gen Z users. The Octalysis analysis reveals that "Reward" has the most significant influence on core drives such as "Development and Accomplishment" and "Scarcity and Impatience," with an average score of 7.25, followed by "Level" with a score of 7.125. These findings underscore the importance of prioritizing "Reward" and "Level" to optimize user engagement for Gen Z. The practical implications of this study suggest that e-commerce platforms should integrate these gamification elements to create more engaging and interactive shopping experiences for Gen Z users, aligning with their preferences and motivations. © 2025, Politeknik Negeri Padang. All rights reserved.
Informatics Engineering Department, University of Widya Gama Malang, Malang, Indonesia; FTMK, Universiti Teknikal Malaysia Melaka, Malaysia; Fakultas Teknologi Komunikasi dan Informasi, Universitas Nasional, Jakarta Selatan, Indonesia; Informatics Department, Petra Christian University, Surabaya, Indonesia; Industrial Engineering Department, President University, Jababeka Education Park, Bekasi, Indonesia
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