This study aims to determine the effect of service quality on customer satisfaction, the perceived value on customer satisfaction, customer satisfaction on customer loyalty, service quality on customer loyalty, the perceived value on customer loyalty, service quality on customer loyalty through customer satisfaction as an intervening variable, and the perceived value on customer loyalty through customer satisfaction as an intervening variable. Data collection is done with survey methods, and the instruments used were questionnaires. The number of samples used in this study was 311 respondents in the form of customers which used KA Bandara Railink Kualanamu. Data analysis uses SPSS version 24 and LISREL version 8.9 techniques to process the research data. Then, the study revealed that service quality and perceived value positively and significantly influence customer satisfaction. Customer satisfaction, service quality, and perceived value affect customer loyalty, meanwhile service quality and perceived value have a positive and significant effect on customer loyalty through customer satisfaction as an intervening variable.   Penelitian ini bertujuan untuk mengetahui pengaruh service quality terhadap customer satisfaction, perceived value  terhadap customer satisfaction, customer satisfaction  terhadap customer loyalty,  service quality  terhadap customer loyalty, perceived value  terhadap customer loyalty, service quality  terhadap customer loyalty  melalui customer satisfaction sebagai intervening, perceived value  terhadap customer loyalty melalui customer satisfaction sebagai intervening, Pengumpulan data dilakukan dengan metode survei, dan instrumen yang digunakan berupa kuesioner. Jumlah sampel yang digunakan pada penelitian ini sebanyak 311 responden berupa penumpang yang menggunakan Kereta Api Bandara Railink Kualanamu. Analisis data menggunakan teknik SPSS versi 24 dan LISREL versi 8.9 untuk mengolah data hasil penelitian. Maka, penelitian mengungkap bahwa service quality dan perceived value secara positif dan signifikan berpengaruh terhadap customer satisfaction. Service quality, perceived value dan customer satisfaction berpengaruh terhadap customer loyalty, sementara service quality dan perceived value berpengaruh positif dan signifikan terhadap customer loyalty melalui variabel customer satisfaction sebagai intervening.

This study aims to find the effect of gamification on brand loyalty with brand engagement as an intervening variable. The study starts at Mei 20201 until Augustus 2021 using an online questionnaire. Chosen by purposive sampling technique, the respondents are 200 marketplace users in Jabodetabek who had used the gamification feature on e-commerce ‘s’ and had shopped using the rewards. An analysis method that using in this study is Structural Equation Modelling (SEM) using SPSS version 28 and AMOS version 26. It showed that gamification had a significant and positive effect on brand engagement, gamification had a significant and positive effect on brand loyalty, brand engagement had no significant and positive effect on brand loyalty, and gamification had no significant and positive effect on brand loyalty through brand engagement as intervening.   Penelitian ini bertujuan untuk mengetahui pengaruh yang dimiliki gamification dalam membentuk brand loyalty melalui brand engagement sebagai variabel intervening. Penelitian dimulai sejak Mei 2021 sampai dengan Agustus 2021 dengan menggunakan kuesioner yang dibagikan secara online. Menggunakan dengan teknik purposive sampling, responden dalam penelitian ini merupakan 200 orang pengguna e-commerce di daerah Jabodetabek yang menggunakan fitur gamifikasi di e-commerce ‘s’ dan pernah berbelanja menggunakan reward dari gamification tersebut. Metode analisis yang digunakan adalah Structural Equation Model (SEM) dengan alat bantu perangkat lunak SPSS versi 28 dan AMOS versi 26. Hasil dalam penelitian ini menunjukkan bahwa gamification memiliki pengaruh signifikan dan positif terhadap brand engagement, gamification memiliki pengaruh signifikan dan positif terhadap brand loyalty, brand engagement tidak memiliki pengaruh signifikan dan positif terhadap brand loyalty, dan gamification tidak memiliki pengaruh signifikan dan positif terhadap brand loyalty dengan brand engagement sebagai variabel intervening.