ANALYZING GAMIFICATION DRIVERS INFLUENCING USER MOTIVATION IN LANGUAGE LEARNING APPLICATIONS USING OCTALYSIS FRAMEWORK

Abstract

Language learning applications such as Duolingo, Busuu, Memrise, and Babbel have transformed how individuals learn new languages by offering mobile, interactive, and gamified experiences. While these platforms attract millions of users, maintaining long-term user motivation remains a critical challenge. Many learners begin with strong enthusiasm but gradually reduce their participation before reaching their learning goals. This suggests that although gamification elements are widely implemented, their motivational potential may not be fully optimized. This study investigated user motivation in language learning applications using the Octalysis Framework to identify the most influential motivational drivers in gamified environments. A quantitative approach was used using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through an online questionnaire from 410 active users of language learning applications in Indonesia. The results indicate that five core drives which are Accomplishment, Empowerment, Ownership, Scarcity, and Unpredictability have significant positive effects on user motivation. Among these, Accomplishment emerged as the strongest predictor, highlighting the importance of progress tracking, achievement systems, and level advancement in sustaining motivation. While, Epic Meaning, Social Influence, and Avoidance did not show significant effects. These findings suggested that achievement-oriented and autonomy-supportive mechanisms are more influential than socially driven or avoidance-based factors. This study contributed a validated model for designing more effective language learning application and offers practical guidelines for optimizing user motivation in EdTech platforms.