Brand Awareness Dan Lifestyle Pada Purchase Decision Kartu Pokémon Melalui Customer Satisfaction

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