The Effect of Gamification and Brand Coolness on Brand Loyalty With Brand Engagement as A Mediating Variable
DOI:
10.47353/ecbis.v4i6.531Published:
2026-09-30Downloads
Abstract
This study aims to analyze the effects of gamification and brand coolness on brand loyalty, with brand engagement serving as a mediating variable among Generation Z consumers of Fore Coffee. This study employed a causal quantitative approach using a survey method, with an online questionnaire administered to 200 respondents selected through purposive sampling. The data were analyzed using Partial Least Squares-based Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that brand coolness has a positive and significant effect on brand engagement, while brand engagement has a positive and significant effect on brand loyalty. In contrast, gamification does not have a significant effect on either brand engagement or brand loyalty, whether directly or through mediation. Brand coolness also does not have a significant direct effect on brand loyalty; however, it has a significant indirect effect through brand engagement. Thus, brand engagement acts as a full mediator, representing indirect-only mediation, in this relationship. These findings indicate that brand engagement is a central mechanism in shaping brand loyalty among Generation Z consumers, whereas the implementation of gamification in the Fore Coffee application has not yet been effective in building brand engagement or brand loyalty. This study provides practical implications for Fore Coffee to strengthen its consumer engagement strategies in order to build sustainable brand loyalty.
Keywords:
Gamification Brand Coolness Brand Engagement Brand LoyaltyReferences
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