Gamification of E-Commerce Simulation: Improving Understanding of Digital Marketing and Entrepreneurship Concepts in Economic Learning
Keywords:
E-commerce Gamification Simulation, Marketing, Digital Entrepreneurship, Economic Learning
Abstract
Conventional economics learning, particularly on marketing and entrepreneurship, is still predominantly theoretical through lectures and textbooks. This causes core concepts such as digital marketing strategies, pricing, and business financial analysis to be abstract and difficult for students to understand in depth. This study uses a qualitative approach with a library research type . The data sources that will form the foundation of this research are entirely secondary data, which are classified into three main categories. The results of the study indicate that: 1). From Theory to Practice: Uncovering Curriculum Rigidity Through Digital Selling Experience Simulation is that the digital selling experience simulation successfully transforms economics learning from a rigid theoretical approach to a contextual experience. 2). Game Mechanism: Designing a Learning Cycle from Planning to Financial Statement Analysis is that mapping structured game mechanisms that form a comprehensive learning cycle. Students go through three main phases: business planning (market research, COGS calculation), execution (creating an online store, digital marketing strategy), and evaluation (sales data analysis, preparation of profit and loss statements). The integration of gamification elements such as a points system, badges, and leaderboards creates a holistic learning process that integrates marketing, operational, and financial aspects. Impact and Reflection: Measuring the Improvement of Digital Economic Literacy and Students' Entrepreneurial Spirit is that the implementation of e-commerce simulation gamification produces a multidimensional impact on improving digital economic literacy and strengthening students' entrepreneurial spirit. There was a significant increase in conceptual understanding where students not only understand economic terminology but are also able to apply it in business decision-making.
References
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Zalika, L., Muliyati, D., & Susanti, D. (2023). Implementation of game-based learning in case-based e-learning on fluid material. https://doi.org/10.21009/03.1102.pf27
Aparício, M., Costa, C., & Moises, R. (2021). Gamification and reputation: key determinants of e-commerce usage and repurchase intention. Heliyon, 7(3), e06383. https://doi.org/10.1016/j.heliyon.2021.e06383
Azmi, U., Rosadi, K. I., & Zebua, A. M. (2022). The Urgency Of Ihsan And Thinking Systemic In Increasing Motivation And Quality Of Education. Jurnal Ilmiah Teunuleh , 3(2), 83-92. https://doi.org/10.51612/teunuleh.v3i2.88
Az-Zahra, A., Aidah, H., Kasmania, D., Ariyanto, H., Aryani, R., & Basri, M. (2024). Analysis of liquidity, solvency, and profitability ratios on financial statement performance at PT Bank BNI. JIMR, 2(6), 222-233. https://doi.org/10.62504/jimr569
Bican, P. and Brem, A. (2020). Digital business model, digital transformation, digital entrepreneurship: is there a sustainable “digital”?. Sustainability, 12(13), 5239. https://doi.org/10.3390/su12135239
Cleopatra, M., Sahrazad, S., Vernia, D., Widiyarto, S., & Suyana, N. (2024). The influence of digital literacy and soft skills on entrepreneurial interest in vocational high school students in Bekasi City. Journal of Education, 33(1), 463-468. https://doi.org/10.32585/jp.v33i1.4857
Creswell, J. W., & Poth, C. N. (2023). Qualitative Inquiry and Research Design: Choosing Among Five Approaches (5th ed.). SAGE Publications.
Elisa, E., Rizal, C., & Fachri, B. (2023). Learning with Phet Simulator media, a discovery learning model, to increase students' interest in learning. JURIBMAS, 2(2), 206-210. https://doi.org/10.62712/juribmas.v2i2.128
Febriani, S. and Hanani, S. (2024). Implementation of Minangkabau culture in the national curriculum in Bukittinggi City according to Auguste Comte's perspective. An-Nahdlah Journal of Islamic Education, 4(2), 435-442. https://doi.org/10.51806/an-nahdlah.v4i2.304
Firmansyah, D. and Dede, D. (2022). Entrepreneurial performance: economic literacy, digital literacy , and the mediating role of innovation. Formosa Journal of Applied Sciences, 1(5), 745-762. https://doi.org/10.55927/fjas.v1i5.1288
Fullan, M. (2021). The Right Driver for Change in Education. Corwin Press.
Kadir, M., Sulaiman, Z., Hasbullah, N., & Tuan, J. (2024). Preliminary study of perceived enjoyment, impulse buying tendency, gamification, and online purchase intention on e-commerce using stimulus-organism-response (s-o-r). International Journal of Academic Research in Business and Social Sciences, 14(1). https://doi.org/10.6007/ijarbss/v14-i1/20578
Kaenah, W. and Utami, S. (2023). Problems in preparing learning plans (case study at a preschool in Serang). YBY, 7(1), 69. https://doi.org/10.24853/yby.7.1.69-81
Kesuma, A., Amalia, S., & Lestari, D. (2024). Workshop on using TikTok Shop to increase business income for members of the Prima Village, Wedomartani Subdistrict. Jurnal Pustaka Mitra (Center for Access to Community Service Studies), 4(2), 36-43. https://doi.org/10.55382/jurnalpustakamitra.v4i2.695
Kollmann, T., Kleine-Stegemann, L., Cruppe, K., & Then-Bergh, C. (2021). Eras of digital entrepreneurship. Business & Information Systems Engineering, 64(1), 15–31. https://doi.org/10.1007/s12599-021-00728-6
Kurniawati, Y., Lataima, N., Siagian, M., Revita, N., & Firmanti, T. (2023). Virtual simulation: a potential companion learning medium to improve the clinical skills of nursing students. Professional Health Journal, 5(1), 51-62. https://doi.org/10.54832/phj.v5i1.426
Kusumawardani, K., Widyanto, H., & Tambunan, J. (2023). The role of gamification, social, hedonic, and utilitarian values on e-commerce adoption. Spanish Journal of Marketing - Esic, 27(2), 158-177. https://doi.org/10.1108/sjme-09-2022-0188
Liu, W., Liu, Y., Zhu, X., Nespoli, P., Profita, F., Huang, L., … & Xu, Y. (2023). Digital entrepreneurship: towards a knowledge management perspective. Journal of Knowledge Management, 28(2), 341-354. https://doi.org/10.1108/jkm-12-2022-0977
Maritim, E., Damayanti, M., Susilowati, D., & Budiarso, A. (2024). Efforts to improve economic literacy for elementary school students in welcoming the era of society 5.0. Dharmas Education Journal (De_journal), 5(1), 236-247. https://doi.org/10.56667/dejournal.v5i1.1067
Mir, A., Hassan, S., & Khan, S. (2022). Understanding digital entrepreneurial intentions: a capital theory perspective. International Journal of Emerging Markets, 18(12), 6165-6191. https://doi.org/10.1108/ijoem-05-2021-0687
Moloeng, LJ (2021). Qualitative Research Methodology (Revised Edition). PT Remaja Rosdakarya.
Neck, H. M., & Corbett, A. C. (2021). The Practice of Entrepreneurship: A Step-by-Step Guide to Becoming an Entrepreneurial Leader. Jossey-Bass.
Pitrianti, S., Sampetoding, E., Purba, A., & Pongtambing, Y. (2023). Digital literacy in rural communities. citation, 3(1), 43-49. https://doi.org/10.33005/sitasi.v3i1.655
Raharjo, N. and Winarko, B. (2021). Analysis of the digital literacy level of the millennial generation in Surabaya in tackling the spread of hoaxes. Jurnal Komunika Journal of Communication, Media and Informatics, 10(1), 33. https://doi.org/10.31504/komunika.v10i1.3795
Ryan, R. M., & Deci, E. L. (2020). Self-Determination Theory: Basic Psychological Needs in Motivation, Development, and Wellness. Guilford Press.
Santika, R., Kusumawardhany, N., & Sunarwibowo, R. (2023). Application of the immersive experiential learning model in entrepreneurship learning through the Monsoonsim simulation game for vocational high school students. Journal of Community Empowerment Learning (Jp2m), 4(2), 390-400. https://doi.org/10.33474/jp2m.v4i2.20291
Simamora, M., Setyawati, R., Sari, H., Apriani, I., Fitri, S., Nasution, F., … & Kholiza, A. (2023). The effect of using technology-based learning (TBL) learning methods on improving numeracy literacy of Al-Washliyah Senior High School students. Farabi Journal of Mathematics and Mathematics Education, 6(2), 208-212. https://doi.org/10.47662/farabi.v6i2.663
Sugiyono. (2023). Qualitative Research Methods (Fourth Edition). Alfabeta.
Sum, T. and Taran, E. (2020). Pedagogical competence of early childhood education teachers in planning and implementing learning. Obsesi Journal, Journal of Early Childhood Education, 4(2), 543. https://doi.org/10.31004/obsesi.v4i2.287
Supriyanto, S., Sudiantini, D., Mukti, N., Setiawan, S., Joned, J., Ardyansyah, L., … & Tarigan, R. (2024). Instilling an entrepreneurial spirit at an early age at SDN Kebonbera, Rumah Transition UBJ in Sukabumi. Khidmah, 1(2), 39-44. https://doi.org/10.46367/khidmah.v1i2.2116
Tsani, M. (2022). Financial statement analysis.. https://doi.org/10.31219/osf.io/4vcer
Wang, Z. (2023). Exploring the effective ways to improve the cross-border e-commerce education platforms. Advances in Economics Management and Political Sciences, 30(1), 87-93. https://doi.org/10.54254/2754-1169/30/20231437
Wibowo, A., Sumaryati, S., & Sudiyanto, S. (2023). Optimizing financial administration skills through flipbook-based e-module innovation: a feasibility analysis. Journal of Educational and Learning Dimensions, 11(1), 85-93. https://doi.org/10.24269/dpp.v11i1.8131
Yuwono, W. (2020). Conceptualizing the strategic role of financial literacy education for children through a systematic review approach. Jurnal Obsesi Jurnal Pendidikan Anak Usia Dini, 5(2), 1419-1429. https://doi.org/10.31004/obsesi.v5i2.663
Zalika, L., Muliyati, D., & Susanti, D. (2023). Implementation of game-based learning in case-based e-learning on fluid material. https://doi.org/10.21009/03.1102.pf27
Published
2025-10-14
Section
Articles
