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PRINT ISSNAnalysis of Brand Awareness, Brand Loyalty and Brand Reputation on Purchase Decisions
Abstract
This research was conducted with the aim of finding out the influence of Brand Awareness, Brand Loyalty, Brand Reputation on Purchase Decisions merchandise from the RRQ e-sports team. This research uses quantitative descriptive methods. Purposive sampling was used in this research with the criteria that the respondent involved in this research was someone who knew and had purchased e-sports merchandise products directly at Rex Regum Qeon (RRQ) with a purchase range of March 2023 - March 2024. A total of 100 respondents were involved in the research This. Partial Least Square is used as data analysis in research and processed using the Smart PLS analysis tool version 3.3.9. A questionnaire in the form of a Google Form was distributed to respondents. Research results show that Brand Awareness does not influence Purchasing Decisions. Second, Brand Loyalty influences Purchasing Decisions. Lastly, Brand Reputation influences Purchasing Decisions. Managerial implications in research where e-sports fans, apart from being loyal consumers of merchandise marketed by Rex Regum Qeon (RRQ), can also become indirect marketing agents of the E-sports fan community. Promotions carried out by consumers will help increase product sales. Therefore, Rex Regum Qeon (RRQ) needs to maintain engagement with consumers so that they do not hesitate to promote merchandise products produced and sold by Rex Regum Qeon.
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DOI: https://doi.org/10.26905/jbm.v11i1.12636
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