M. Rachman Mulyandi (1), Michelle Elise Lapian (2), Haris Hartadi (3), Swaniesha Ophelia Santoso (4)
Background: The growing number of private universities in Banten Province has intensified competition for student recruitment. Specific background: Universities have adopted gamification marketing and improved service quality to attract potential students, but their effectiveness in higher education remains unclear. Knowledge gap: Previous studies have mainly examined these strategies in retail and e-commerce sectors, leaving limited evidence in the educational context. Aim: This study investigates how gamification marketing using game-based learning and university service quality relate to students’ enrollment decisions. Results: Quantitative analysis with 240 respondents revealed that both gamification marketing and service quality showed a very small and statistically insignificant relationship with enrollment decisions (R² = 13%, p > 0.05). Novelty: The findings challenge prior studies by showing that gamification and service quality, though well-designed, do not directly influence student decision-making in short-term exposure. Implications: Universities should continue employing gamified marketing and service enhancement as complementary strategies while exploring other influential factors such as reputation, tuition fees, and career prospects.
• Gamification marketing and service quality show minimal association with student enrollment.• Game-based learning offers engagement benefits but limited short-term behavioral outcomes.• Further studies should explore long-term effects and additional influencing factors.
Gamification Marketing, Game-Based Learning, University Service Quality, Student Enrollment, Higher Education
Kompas.com, “10 universitas swasta terbaik di Tangerang, UPH nomor 2,” Kompas.com, 2024. [Online]. Available: https://www.kompas.com/edu/read/2024/02/15/102900671/10-universitas-swasta-terbaik-di-tangerang-uph-nomor-2
Hasbi, I., Satori, D., Agus, R., and Gaffar, M. F., “Marketing Management in Higher Education,” in 6th International Conference on Educational, Management, Administration and Leadership, 2016.
E. Newton, “How to advertise to college students,” Element451.com, Dec. 2024. [Online]. Available: https://element451.com/blog/how-to-advertise-to-college-students
A. N. Tamimi, A. O. Mashrafi, and M. M. Thottoli, “Exploring the factors that influence university selection: Insights from college students,” Journal of Business Management Review, pp. 439–454, 2023.
C. Gleason, “Smart school marketing strategies,” Finalsite.com, 2024. [Online]. Available: https://www.finalsite.com/blog/p/~board/b/post/smart-school-marketing-strategies
D. Aulia, E. A. Rini, and Fadli, “The influence of gamification, e-service quality, and e-trust on online purchase decision with online purchase intention as intervening variable at the marketplace Shopee in Medan City,” International Journal of Research and Review, pp. 546–558, 2021.
S. S. Putra, R. Hardini, R. Lestari, K. Digdowiseiso, and S. Ismail, “The effect of gamification on marketing performance: A literature study,” Journal of Accounting Research, Utility Finance and Digital Assets, pp. 979–984, 2024.
S. Setiawan and D. Kartikawangi, “Pengaruh gamification terhadap brand engagement dengan e-satisfaction sebagai variabel mediator,” Komunikatif: Jurnal Ilmu Komunikasi, pp. 90–103, 2022.
X. Yang, N. Xi, H. Tang, and J. Hamari, “Gamification and marketing management: A literature review and future agenda,” AMCIS 2023 Proceedings, vol. 1, 2023.
M. Seitova, Z. Temirbekova, L. Kazykhankyzy, Z. Khalmatova, and E. H. Celik, “Perceived service quality and student satisfaction: A case study at Khoja Akhmet Yassawi University, Kazakhstan,” Frontiers in Education, 2024.
P. Yidana, G. M. Bawa, H. A. Gariba, and J. A. Adabuga, “Service quality in higher education based on students’ perspectives,” British Journal of Education, Learning and Development Psychology, pp. 22–41, 2023.
R. A. Tabaeeian, M. Shafiee, and A. Ansari, “Can gamified e-service quality improve customer value co-creation and relationship quality in e-retailing?,” International Journal of Quality and Service Sciences, vol. 51, no. 4, pp. 444–464, 2024.
C. L. Susilo, “The effect of gamification towards repurchase intention in e-commerce platform with technology advancement model (TAM) as a moderating variable,” JMBI UNSRAT, vol. 9, no. 2, 2022.
D. Pradhan, G. Malik, and P. Vishwakarma, “Gamification in tourism research: A systematic review, current insights, and future research avenues,” Journal of Vacation Marketing, vol. 31, no. 1, 2023.
J. Kaur, R. Lavuri, and S. V. Singh, “Exploring the impact of gamification elements in brand apps on the purchase intention of consumers,” Journal of Global Information Management, 2023.
J. L. Plass, B. D. Homer, and C. K. Kinzer, “Foundations of game-based learning,” Educational Psychologist, pp. 258–283, 2015.
S. De Freitas, “Learning through gaming: A report,” Jisc.ac.uk, 2006. [Online]. Available: http://www.jisc.ac.uk/media/documents/programmes/elearninginnovation/gamingreport_v3.pdf
D. Pacsi and Z. Szabo, “Experiential marketing, interactivity, and gamification – differences and similarities among world trends,” Marketing of Scientific and Research Organization, 2018.
M. Hasan and H. M. Zakir, “The quality of university service: Its impact on students’ satisfaction and loyalty in Bangladesh State University,” International Journal of Asian Education, 2020.
U. Mishra, “The effect of online review on online purchase intention,” Nepal Journals Online, 2021.
M. A. Ramadhan, A. A. Wisnu, and I. Nugroho, “The impact of online reviews on online purchase intention in Tokopedia (Jakarta),” Jurnal Ekonomi Trisakti, 2022.
R. Baharin and A. M. Tirtajaya, “The influence of live streaming online shopping on university students’ purchasing interest,” International Journal of Academic Research in Economics and Management Sciences, 2024.
Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R & D. Bandung: Alfabeta, 2021.
Kemendikdasmen, “Data Induk Pendidikan Dasar dan Menengah,” Kemendikdasmen.go.id, May 28, 2025. [Online]. Available: https://data.kemendikdasmen.go.id/data-induk/pd/280000?kab-kot=kab