Unlocking Gamer Loyalty: the Power of Logitechs Brand Experience, Trust, and Esports Advertising

Abstract

The global development of technology is directly related to the growth of gamers and eSports activities in Indonesia. The demand for games drives users to purchase various gaming products to enhance their playing performance. This study discusses the role of various variables in supporting user loyalty towards these products. The study is quantitative explanatory research examining the influence of Brand Experience and trust on product loyalty and the moderating role of advertising in eSports activities within this relationship. The population comprised Logitech gaming product (Logitech G) users aged between 15 and 35 in Metropolitan Surabaya. Respondents were selected purposely to participate using Google Forms, with 100 respondents fitting the criteria. The results of the Partial Least Square-Structural Equation Model (PLS-SEM) verified that Brand Experience had a significant direct impact on product loyalty as well as a mediating effect through Brand Trust. The investigation additionally demonstrated that eSports’ Functional Advertising can significantly influence the correlation between Brand Experience and Brand Loyalty. However, the Functional Advertising of eSports did not moderate the relationship between Brand Trust and loyalty. This research offers valuable insights for gaming companies operating in Indonesia, focusing on enhancing user gaming experiences through strategic product development and targeted advertising across eSports engagements. Aligned with Industry, Innovation, and Infrastructure (SDG 9), propose a flexible model applicable to technology-driven markets. It emphasizes the interplay of Brand Experience, Trust, and Advertising on consumer Loyalty, with profound implications for global consumer engagement