The Role of Brand Loyalty in Mediating the Effect of Perceived Value on E-WoM: A Case Study of Shopee Gamification

Abstract

The Shopee app is widely used in Indonesia, making it one of the fastest-growing e-commerce marketplaces. This study examines how perceived value influences electronic word-of-mouth (E-WoM) and brand loyalty, and investigates the mediating role of brand loyalty among users of Shopee's gamification features. This study employs a quantitative methodology, applying Hair's formula to analyze data collected from 180 active Shopee consumers via a questionnaire. The study analyzed the data using Structural Equation Modeling (SEM). The findings indicate that brand loyalty and E-WoM are positively and significantly influenced by perceived value, which encompasses utilitarian, hedonic, and social value. Furthermore, this study shows that brand loyalty mediates the effect of perceived value on E-WoM, meaning that enhancing users' perceived value can strengthen customer loyalty and encourage the tendency to share information online.