Pengaruh Self Congruity dan Brand Personality Terhadap Brand Community untuk Meningkatkan Brand Loyalty

Elvany Suryadinata(1*),


(1) 
(*) Corresponding Author

Abstract


Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Self Congruity dan Brand Personality melalui Brand Community untuk meningkatkan Brand Loyalty. Penelitian mengandung enam hipotesa yang masing-masing variabel memiliki indikator pendukung yang akan diuji. Pada umumnya Brand Loyalty diteliti menggunakan objek tangible atau benda yang terlihat. Namun penelitian kali ini akan meneliti loyalitas terhadap sebuah organisasi. Hasil penelitian atas 106 orang responden menunjukkan bahwa: (1) Self Congruity tidak berpengaruh terhadap brand loyalty. Self Congruity harus melalui satu variabel yaitu Brand Community agar dapat meningkatkan Brand Loyalty. (2) Brand Personality berpengaruh terhadap Brand Loyalty, walaupun tanpa melalui variabel Brand Community.

 

Keywords: self congruity, brand personality, brand community, brand loyalty, organisasi


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