[ABSTRAK
Penelitian ini membahas mengenai kesesuaian diri konsumen anak dengan brand(self-congruity) yang memengaruhi loyalitas brand (brand loyalty). Pengaruhantara self-congruity dan brand loyalty tersebut dimediasi oleh kualitas hubungandengan brand (brand relationship quality). Sebanyak 104 responden, yangmerupakan konsumen brand MILO berusia 11-14 tahun, berpartisipasi dalampenelitian ini. Analisis data dilakukan dengan Structural Equation Modelling(SEM) yang diolah menggunakan program SPSS 22 dan AMOS 21. Hasilpenelitian menunjukkan bahwa self-congruity tidak memengaruhi brand loyaltysecara signifikan. Sementara itu, self-congruity berpengaruh signifikan terhadapbrand relationship quality dan brand relationship quality berpengaruh signifikanterhadap brand loyalty. Maka penelitian ini menunjukkan bahwa self-congruitydapat berpengaruh signifikan terhadap brand loyalty apabila dimediasi oleh brandrelationship quality.ABSTRACT
This research examines the impact of self-congruity on brand loyalty. The impactof self-congruity to brand loyalty is mediated by brand relationship quality. 104children, which are consumers of MILO chocolate drink aged between 11-14years old, participated in this study. Researcher uses Structural EquationModelling (SEM) to analyze the data with SPSS 22 and AMOS 21 programs. Thisresearch finds that self-congruity does not have significant impact toward brandloyalty. However, self-congruity impacts brand relationship quality significantlyand brand relationship quality also impacts brand loyalty significantly. Hence, thisresearch indicates that self-congruity can impact brand loyalty significantly if it ismediated by brand relationship quality.;This research examines the impact of self-congruity on brand loyalty. The impactof self-congruity to brand loyalty is mediated by brand relationship quality. 104children, which are consumers of MILO chocolate drink aged between 11-14years old, participated in this study. Researcher uses Structural EquationModelling (SEM) to analyze the data with SPSS 22 and AMOS 21 programs. Thisresearch finds that self-congruity does not have significant impact toward brandloyalty. However, self-congruity impacts brand relationship quality significantlyand brand relationship quality also impacts brand loyalty significantly. Hence, thisresearch indicates that self-congruity can impact brand loyalty significantly if it ismediated by brand relationship quality., This research examines the impact of self-congruity on brand loyalty. The impactof self-congruity to brand loyalty is mediated by brand relationship quality. 104children, which are consumers of MILO chocolate drink aged between 11-14years old, participated in this study. Researcher uses Structural EquationModelling (SEM) to analyze the data with SPSS 22 and AMOS 21 programs. Thisresearch finds that self-congruity does not have significant impact toward brandloyalty. However, self-congruity impacts brand relationship quality significantlyand brand relationship quality also impacts brand loyalty significantly. Hence, thisresearch indicates that self-congruity can impact brand loyalty significantly if it ismediated by brand relationship quality.]