Pengaruh Gamifikasi Shopee Tanam terhadap Perilaku Konsumtif Mahasiswa Ilmu Komunikasi Universitas 17 Agustus 1945 Surabaya. (The Effect of the Advertisement "At Least You Can't If It's a Matter of Adding Moisturizer" on Tiktok on The Originote Customer Loyalty).

The field of digital technology now continues to show progress. The development of the digital world has ultimately had an impact on all sectors, including the business sector or what is now called e-commerce. In today's digital era, people prefer to carry out buying and selling transactions for goods or services via e-commerce. In line with the high level of public interest, more and more e-commerce platforms are also emerging, one of which is Shopee. To be able to compete, platform providers need to
be unique. Shopee applies gamification to create uniqueness, one of its gamification products is Shopee Planting. According to the uses and gratification theory, users will
choose a platform based on their needs, e-commerce users' needs are price cuts and Shopee Plant fulfills that need. However, then users are faced with a situation where
they cannot control their desire to buy goods/services, which is called consumer behavior. This research aims to determine the magnitude of the influence of Shopee
Tanam gamification on consumer behavior by analyzing the elements in Shopee gamification. The method used is quantitative with a simple regression analysis method. The results of this paper show that Shopee Tanam gamification has an influence on consumer behavior, especially among UNTAG Surabaya communication science students.