Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 8 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

ANALISIS PERAN PRODUCT INNOVATION, GAMIFICATION, DAN CUSTOMER EXPERIENCE TERHADAP CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY PADA KOPI GEROBAK KELILING JAGO COFFEE

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  • Hosianna Gracia Dei Harianja,
  • Usep Suhud,
  • Nofriska Krissanya
Hosianna Gracia Dei Harianja
Universitas Negeri Jakarta
Usep Suhud
Universitas Negeri Jakarta
Nofriska Krissanya
Universitas Negeri Jakarta
DOI: https://doi.org/10.2238/gdazre19

Published 2026-07-02

Keywords

  • product innovation,
  • Gamification,
  • Customer Experience,
  • Customer Satisfaction,
  • Customer Loyalty

How to Cite

ANALISIS PERAN PRODUCT INNOVATION, GAMIFICATION, DAN CUSTOMER EXPERIENCE TERHADAP CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY PADA KOPI GEROBAK KELILING JAGO COFFEE . (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/gdazre19

Abstract

This study aims to analyze the influence of product innovation, Gamification, and Customer Experience on Customer Satisfaction and Customer Loyalty among Jago Coffee customers in the Administrative City of Jakarta. This study employs a quantitative approach with an online survey method conducted through the distribution of questionnaires via Google Forms. The research population consists of consumers and users of the Jago Coffee application in the Administrative City of Jakarta, aged 17 - 28 years (Generation Z), who have purchased and consumed Jago Coffee products and used the Jago Coffee application at least three times within the past month. The research sample comprises 287 respondents selected using a purposive sampling technique. Data analysis was performed using Structural Equation Modeling (SEM) with AMOS software version 31. The results indicate that Product Innovation has a positive and significant influence on Customer Satisfaction, but does not significantly influence Customer Loyalty. On the other hand, Gamification and Customer Experience have a positive and significant influence on both Customer Satisfaction and Customer Loyalty. Furthermore, Customer Satisfaction is proven to have a positive and significant influence on Customer Loyalty. Penelitian ini bertujuan untuk menganalisis pengaruh product innovation, Gamification, dan Customer Experience terhadap Customer Satisfaction dan Customer Loyalty pada pelanggan Jago Coffee di Kota Administrasi Jakarta. Studi ini menggunakan pendekatan kuantitatif dengan metode survei yang dilakukan secara online melalui penyebaran kuesioner menggunakan google form. Populasi penelitian adalah konsumen dan pengguna aplikasi Jago Coffee di Kota Administrasi Jakarta yang berusia 17 - 28 tahun (Generasi Z) yang telah membeli dan mengonsumsi produk Jago Coffee serta menggunakan aplikasi Jago Coffee minimal tiga kali dalam satu bulan terakhir. Sampel penelitian berjumlah 287 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan software AMOS versi 31. Hasil penelitian menunjukkan bahwa Product Innovation memiliki pengaruh positif dan signifikan terhadap Customer Satisfaction, namun tidak berpengaruh secara signifikan terhadap Customer Loyalty. Di sisi lain, Gamification dan Customer Experience memiliki pengaruh positif dan signifikan baik terhadap Customer Satisfaction maupun Customer Loyalty. Selanjutnya, Customer Satisfaction terbukti memiliki pengaruh positif dan signifikan terhadap Customer Loyalty.
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