The Impact of Gamification Towards Repurchase Intention in E-Wallet Application

This study examines the influence of gamification and three levels of cognitive abstraction — hedonic value, social value, and utilitarian value — on repurchase intention in the DANA e-wallet application, and tests whether gamification moderates these three values, among 205 undergraduate and postgraduate students at a public university in Malang.

Gamification features in e-wallet apps do not automatically influence users' decisions to repurchase/top up; some users simply see the app as a place to store money and pay without caring about gamification features, so its real impact needs testing, especially in the still under-researched fintech context.

An online 5-point Likert-scale survey was distributed to DANA e-wallet users who had experienced its gamification features, yielding 205 valid samples out of 230 respondents. Data was analyzed using a non-parametric Generalized Linear Model (GLM) since it failed the normal-distribution assumption.

Questionnaire reliability was tested with Cronbach's alpha (all variables rated good to excellent), then the direct relationships and gamification's moderating effect on hedonic/social/utilitarian value were analyzed using GLM with Nagelkerke's pseudo-R².

Gamification, hedonic value, social value, and utilitarian value all significantly influence repurchase intention (R²=0.936). Gamification was found to moderate hedonic value and social value, but not utilitarian value — users are driven more by emotional pleasure and social interaction than by the app's practical functions when using gamification features.

Provides empirical evidence that gamification is worth applying to fintech applications like e-wallets, with its strongest effect on the pleasure and social aspects, helping fintech companies decide which aspects to emphasize when designing gamification features.

The study population was limited to 18-27 year-old students at one public university in Malang, and the 205-respondent sample is relatively small, so generalizing the results to the broader e-wallet user population should be done with caution.