[ABSTRAK
Skripsi ini membahas tentang cara mengukur loyalitas pelanggan terhadap gerai ritelThe Goods Dept dilihat dari kepribadian merek ritel dan kesesuaian antara konsep dirikonsumen The Goods Dept dengan konsumen The Goods Dept yang lain. Selain itu,variabel gender digunakan sebagai moderasi dalam penelitian ini. Penelitian initergolong penelitian kuantitatif dengan desain deskriptif. Hasil penelitian menyarankanapabila The Goods Dept ingin meningkatkan loyaitas terhadap gerainya, maka timmanajerial The Goods Dept sebaiknya membuat rencana pemasaran yang tidakmembedakan gender pelanggannya dan untuk mempertahankan nilai keunikannyadengan lebih menyeleksi dengan baik produk-produk yang dijual.

---

ABSTRACT
The focus of this study is how to measure The Goods Dept?s store loyalty in terms ofretail brand personality and self-congruity. Gender is uses as moderating variable inthis study. This research is quantitative descriptive interpretive. The researchersuggests that if The Goods Dept wants to increase the store loyalty, the manager shouldmake marketing plans which can be applied to both men and women customers andshould keep its uniqueness by selling unique and selected products only;The focus of this study is how to measure The Goods Dept?s store loyalty in terms ofretail brand personality and self-congruity. Gender is uses as moderating variable inthis study. This research is quantitative descriptive interpretive. The researchersuggests that if The Goods Dept wants to increase the store loyalty, the manager shouldmake marketing plans which can be applied to both men and women customers andshould keep its uniqueness by selling unique and selected products only, The focus of this study is how to measure The Goods Dept’s store loyalty in terms ofretail brand personality and self-congruity. Gender is uses as moderating variable inthis study. This research is quantitative descriptive interpretive. The researchersuggests that if The Goods Dept wants to increase the store loyalty, the manager shouldmake marketing plans which can be applied to both men and women customers andshould keep its uniqueness by selling unique and selected products only]