THE INFLUENCE OF SOCIAL MEDIA MARKETING, GAMIFICATION, AND E-WOM ON CUSTOMER ENGAGEMENT AT KFC IN SURABAYA

Chelsea Jeffriani Gunawan; Valencia Vanessa Timisela; J.E Sutanto

doi:10.29040/ijebar.v10i2.19552

THE INFLUENCE OF SOCIAL MEDIA MARKETING, GAMIFICATION, AND E-WOM ON CUSTOMER ENGAGEMENT AT KFC IN SURABAYA

Authors

Chelsea Jeffriani Gunawan Ciputra University, Indonesia
Valencia Vanessa Timisela Universitas Ciputra Surabaya, Indonesia
J.E Sutanto Universitas Ciputra Surabaya, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v10i2.19552

Abstract

This study aims to examine the influence of social media marketing, gamification, and E-WoM on customer engagement. The population in this study is KFC customers in Surabaya. The sampling technique used is purposive sampling, with a total sample of 194 respondents. Data were analysed using the SPSS version 26 program. The results indicate that all the studied factors significantly influence customer engagement. In addition, this study supports the achievement of SDG 9 (Industry, Innovation, and Infrastructure) by demonstrating how the adoption of digital marketing strategies and technology based innovations, such as social media marketing, gamification, and E-WoM, can enhance industrial competitiveness and strengthen sustainable business performance within the food and beverage sector, especially fast food.

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Published

2026-05-21

How to Cite

Gunawan, C. J., Timisela, V. V., & Sutanto, J. (2026). THE INFLUENCE OF SOCIAL MEDIA MARKETING, GAMIFICATION, AND E-WOM ON CUSTOMER ENGAGEMENT AT KFC IN SURABAYA. International Journal of Economics, Business and Accounting Research (IJEBAR), 10(2). https://doi.org/10.29040/ijebar.v10i2.19552

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Issue

Vol. 10 No. 2 (2026): IJEBAR: Vol. 10, Issue 2, June 2026

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Articles

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