Building Brand Equity Through Gamification
Keywords:
Gamification, Brand Engagement, Value Co-Creation, Brand Equity, Digital PlatformsAbstract
This study examines the relationship between gamification, brand engagement, value co-creation, and brand equity in digital platform services such as Gojek and Grab. Unlike previous studies that used highly complex research models, this article simplifies the framework into four main hypotheses to better explain the process of value creation in digital platforms. Data were collected from 100 active users of Gojek and Grab and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that gamification significantly influences brand engagement, while brand engagement significantly affects value co-creation. However, value co-creation and brand engagement were not found to significantly influence brand equity directly. These findings suggest that although digital platforms successfully create engagement and interaction, such interactions do not automatically translate into stronger brand value. The study contributes to digital marketing literature by presenting a simpler and more focused process-based model of customer interaction in platform ecosystems.
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Copyright (c) 2026 Sarah Dien Hawa, Rizki Noor Prasetyono, Rizki Amalia, Khairun Nisa Ambary
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