Volume 11 Issue 4 ( December 2024)

Coffee consumption in Indonesia in 2016 reached 250,000 tons per year, this can happen because drinking coffee has become a lifestyle for most Indonesian people. The increase in coffee consumption presents an opportunity for coffee sellers in Indonesia. Moreover, followed by the COVID-19 Pandemic which prompted an increase in the use of mobile devices, triggered a new marketing trend by utilizing mobile devices, namely mobile marketing. To be able to maintain and take advantage of this condition, a local Food and Beverages (F&B) company specialized in coffee continues to make progress, one of which is by utilizing information technology by releasing smartphone applications. Therefore, this paper investigates the impact of gamification as one of the important components in mobile marketing on consumer behavior intention within the context of a local Indonesian F&B company specializing in coffee, particularly in response to the increasing coffee consumption trend and the emergence of mobile marketing during the COVID-19 pandemic. The study utilizes Structural Equation Modeling (SEM) to analyze data collected from 248 users of the company's smartphone application. The findings suggest that game elements, customer engagement, perceived playfulness, and attitude significantly influence consumer behavior intention. Moreover, the study underscores the importance of evaluating the effect of gamification in guiding companies' implementation strategies. Strategy planning and prioritization are discussed using the RICE matrix.

Keywords: Mobile marketing; gamification; Covariance Based; Structural Equation Modeling; RICE matrix