PENGARUH CONSUMER BRAND ENGAGEMENT, BRAND EXPERIENCE TERHADAP KEPUASAN DAN LOYALITAS PADA ONLINE MOBILE GAMES PLAYER UNKNOWN"™S BATTLEGROUNDS (PUBG)

Abstract

This study aims to determine the effect of religiosity and product knowledge on purchasing decisions for halal products with trust as an intervening variable (case study on PUBG). The research method used is descriptive quantitative, while the data collection techniques used online questionnaires and interviews with several respondents. The population is PUBG players in West Kalimantan. Sampling using purposive sampling method with a sample size of 250 respondents who are at least 17 years old. The analysis tool used is SEM (Structural Equation Model) with the PLS 7.0 Warp Application.

The results showed that consumer brand engagement, brand experience and satisfaction had a significant effect on loyalty. The limitation in this study is that data access specifically about PUBG in Indonesia itself, cannot be accessed by the public, so the authors obtain from private data websites, where the required access is paid. It is recommended for further research to select a sample from several cities in Indonesia to find out a general picture of what the PUBG mobile game players tend to be in Indonesia.