<![CDATA[This study aims to examine the relationship between supporter loyalty, brand image, and official merchandise purchase decisions at Persis Store Surakarta. The study employed a quantitative approach with a descriptive and associative design. Data were collected through questionnaires from 120 Persis Solo supporters who had previously purchased official merchandise at Persis Store Surakarta and were willing to participate. Respondents were selected using purposive sampling. Data were analyzed using multiple linear regression, partial t-tests, a simultaneous F-test, and the coefficient of determination (R²). The results show that supporter loyalty has a positive and statistically significant relationship with purchasing decisions (B = 0.229, t = 2.519, p = 0.013). Brand image also has a positive and statistically significant relationship with purchasing decisions (B = 0.396, t = 4.600, p < 0.001). Based on the standardized regression coefficients, brand image has a larger relative association with purchasing decisions (β = 0.399) than supporter loyalty (β = 0.225). Simultaneously, supporter loyalty and brand image are significantly associated with purchasing decisions (F = 46.715, p < 0.001). The R² value of 0.547 indicates that the two independent variables explain 54.7% of the variation in purchasing decisions among the respondents. These findings highlight the relevance of supporter loyalty and brand image to official merchandise purchasing decisions among existing Persis Store customers. However, the results may not represent supporters who have never purchased official merchandise and should not be interpreted as establishing causality.]]>
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