10th International Congress on Information and Communication Technology

Authors - Kevin Tanuwijaya, Elfindah Princes
Abstract - Indonesia's digital economy is rapidly expanding, fueled by technological advancements and government support for e-commerce. E-commerce has become a cornerstone of the nation's economy, significantly contributing to Gross Merchandise Value (GMV). However, Small and Medium-Sized Enterprises (SMSEs), crucial to Indonesia's economic landscape, face challenges in building lasting customer loyalty. This study investigates the impact of affiliate marketing and gamification on SMSE sustainability, focusing on economic, social, and environmental dimensions. Data were collected from a purposive sample of 100 respondents in Jakarta was analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The results demonstrate that both affiliate marketing and gamification directly enhance customer loyalty. Furthermore, customer loyalty was found to have a significant positive impact on SMSE sustainability. Crucially, the study reveals a mediating effect of customer loyalty, bridging the gap between affiliate marketing and gamification strategies and their ultimate impact on business sustainability. This research contributes valuable insights into the sustainable business literature by empirically examining its effects on key sustainability variables. The study concludes with a discussion of theoretical implications, practical recommendations for SMSEs, and avenues for future research.