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All Journal Jurnal Media Wahana Ekonomika EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Dimensi International Journal of Economics Development Research (IJEDR) JIIP (Jurnal Ilmiah Ilmu Pendidikan) Studi Akuntansi, Keuangan, dan Manajemen The Journal of Management, Digital Business, and Entrepreneurship
Lamusa, Faruq
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Mathematics Social Sciences Other

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Brand Awareness dan Lifestyle pada Purchase Decision Kartu Pokémon melalui Customer Satisfaction Aldiansyah, Muhammad; Muzakir , Muzakir; Syarifuddin, Umar; Lamusa, Faruq
Studi Akuntansi, Keuangan, dan Manajemen Vol 5 No 2 (2025): Oktober
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i2.5494

Abstract

Purpose: This study aims to determine the influence of brand awareness and lifestyle on customer satisfaction and purchase decisions of the Pokémon Trading Card Game in Palu city. Methodology/approach: A quantitative approach was used to collect data through a survey of 80 respondents who purchased the Pokémon Trading Card Game. Partial Least Squares (PLS) analysis was employed to examine the relationships between variables. Results: This study concludes that the Purchase Decision for the Pokémon Trading Card Game in Palu is influenced mainly by Brand Awareness and Lifestyle, with Customer Satisfaction playing a supportive role. However, Lifestyle had no significant effect on Customer Satisfaction, nor did Customer Satisfaction mediate its relationship with purchase decisions. Conclusions: This study confirms that brand awareness and lifestyle are dominant factors in the purchase of Pokémon trading cards, while consumer satisfaction reinforces purchasing decisions rather than mediating the influence of lifestyle. Limitations: This study had several limitations. First, it was conducted only in Palu; therefore, the findings may not represent consumer behavior in other regions. The focus on Pokémon Trading Card Games limits the generalization to other collectible card games or entertainment products. Contribution: This study contributes by showing that brand awareness and lifestyle drive purchase decision for Pokémon Trading Card Game in Palu, with customer satisfaction reinforcing purchases, providing both theoretical insights and practical guidance for marketers.
Co-Authors Aldiansyah, Muhammad Ardianto, Heni Bakri Hasanuddin Gaury, Andi Harnida Wahyuni Adda Indriani Indriani IRA NURIYA SANTI Kasim, Rynaldi Sn Lina Mahardiana Lukman, Riska Salsabila Ramadani Maskuri Sutomo Moh. Ali Murad Musdalifah Musdalifah Muzakir , Muzakir Nasuha, Siti Parani, Syamsul Bahri Parawangsa, Indra Ponirin Ponirin, Ponirin Risnawati , Risnawati Rosida P. Adam Rossanty, Ni Luh Putu Evvy Syamsul Bachri Syarifaddin, Umar Ulhaq, Moh Dhiya Umar Syarifuddin