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"[ABSTRAKPenelitian 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.ABSTRACTThis 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.]"

"Tujuan dari penelitian ini adalah untuk meneliti pengaruh kesesuaian diri dan religiusitas (baik dalam maupun luar) terhadap kecenderungan impulsif untuk membeli barang di kalangan Muslim di Jabodetabek. Selain itu, penelitian ini juga bertujuan melihat bagaimana hubungan tersebut mempengaruhi kepuasan hidup, penghindaran risiko, dan materialisme. Data dikumpulkan dari 238 responden Muslim berusia 17 hingga 65 tahun melalui kuesioner online dengan pendekatan kuantitatif dan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa kesesuaian diri berdampak positif pada materialisme dan kecenderungan pembelian impulsif, sementara religiusitas intrinsik dan ekstrinsik berdampak negatif pada kedua faktor tersebut. Selain itu, terbukti bahwa materialisme, penghindaran risiko, dan kepuasan hidup berperan sebagai mediator penting dalam hubungan antara religiusitas dan membeli secara impulsif. Hasilnya menunjukkan bahwa faktor psikologis dan nilai religius memainkan peran penting dalam memengaruhi perilaku konsumsi, terutama dalam masyarakat Muslim di kota-kota. Kesimpulan ini dapat digunakan oleh pelaku bisnis untuk membuat strategi pemasaran yang lebih berfokus pada nilai-nilai religius konsumen.

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The aim of this research is to examine the influence of self-congruence and religiosity (both internal and external) on the impulsive buying tendencies among Muslim consumers in Jabodetabek. Furthermore, this study investigates how these relationships affect life satisfaction, risk aversion, and materialism. Data were collected from 238 Muslim respondents aged 17 to 65 through an online questionnaire using a quantitative approach and the Partial Least Squares Structural Equation Modelling (PLS-SEM) method. The research results show that self-congruence has a positive impact on materialism and the tendency for impulsive buying, while intrinsic and extrinsic religiosity have a negative impact on both factors. Additionally, it has been proven that materialism, risk aversion, and life satisfaction play important roles as mediators in the relationship between religiosity and impulsive buying. The results show that psychological factors and religious values play an important role in influencing consumption behaviour, especially in urban Muslim communities. This conclusion can be used by business actors to create marketing strategies that are more focused on the religious values of consumers."

"Penelitian ini bertujuan untuk megetahui faktor-faktor yang mempengaruhi intensi penonton untuk terus menonton layanan live streaming menggunakan pendekatan dual-identification framework. Penelitian ini mengatakan bahwa terdapat dua faktor yang mempengaruhi continuous watching intention yaitu broadcaster identification dan groupidentification. Penelitian ini juga membuktikan bahwa genre dari layanan live streaming tersebut dapatmempengaruhi faktor-faktor continuous watching intention. Penelitian ini menggunakan sampel masyarakat yang pernah menonton layanan live streaming yang digunakan menggunakan metode purposive sampling dandidapatkan sebanyak 346 responden. Penelitian ini menggunakan teknik PLS-SEM untuk mengolah data yang didapatkan. Data yang didapat lalu di bagi menjadi kelompok sub sampel genre gaming dan genre talent show. Hasil dari penelitian ini membuktikan bahwa terdapat perbedaan antara kedua genre yang digunakan dimana pada genre talent show faktor ideal self- congruity tidak berpengaruh terhadap broadcaster identification dan variabel resonant contagion tidak berpengaruh signifikan terhadap group identification, berbeda dengan sub sampel genregaming dimana kedua variabel tersebut dianggap signifikan dan semua hipotesis lainnya. Hal ini dapat disimpulkan bahwa genre siaran live streaming berpengaruh besar dan dapat memberikan perbedaan antara faktor-faktor yang digunakan dalam penelitian.

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This study aims to determine the factors that influence the audience's intention to continue watching livestreaming services using a dual-identification framework approach. This study says that there are two factors thatinfluence continuous watching intention, namely broadcaster identification and group identification. This study also proves that the genre of the live streaming service can affect the factors of continuous watching intention. Thisstudy uses a sample of people who have watched live streaming services using a purposive sampling method and obtained as many as 346 respondents. This study uses the PLS-SEM technique to process the data obtained. The data obtained is divided into sub-samples of the gaming genre and talent show genre. The results of this study proved that there is a difference between the two genres used, where in the talent show genre the ideal self-congruity factor has no effect on broadcaster identification and the resonant contagion variable has no significanteffect on group identification, in contrast to the sub- sample of the gaming genre where the two variables areconsidered significant and also the whole hypotheses. It can be concluded that the live streaming genre has a partially moderate effect and can provide differences between the factors used in the study.

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"Penelitian ini mengadopsi penelitian yang dilakukan oleh Pradhan, Duraipandan dan Sethi (2014) di India. Objek penelitian tersebut adalah brand sepatu olahraga seperti Adidas, Nike, Puma dan Reebok. Tujuan penelitian adalah untuk mengetahui pengaruh kesesuaian kepribadian konsumen dengan merek  (UP-BP congruence), kesesuaian merek dengan selebriti (BP-CP congruence), dan kesesuaian selebriti dan konsumen (CP-UP congruence) terhadap sikap brand (brand attitude atau BA) dan dampaknya pada minat beli (brand purchase intention atau BPI). Pengaruh celebrity-brand-user personality congruence terhadap brand purchase intention dimediasi oleh brand attitude (BA). Pada penelitian ini, objek penelitian dikembangkan menjadi produk kosmetik lokal indie. Sebanyak 119 responden perempuan, yang familiar dengan Tyna Kanna Mirdad dan brand lipstik lokal indie SAS C, serta mengetahui lipstik Truly Mazing berpartisipasi dalam penelitian ini. Data dalam penelitian ini, dianalisa menggunakan Path Analysis, yang diolah menggunakan program SPSS 24. Hasil penelitian menunjukkan bahwa UP-BP congruence, BP-CP congruence, dan CP-UP congruence secara langsung tidak berpengaruh signifikan terhadap BA dan BPI. Akan tetapi, brand attitude (BA) berpengaruh signifikan terhadap brand purchase intention (BPI). Sehingga, melalui mediasi BA, UP-BP congruence, BP-CP congruence dan CP-UP congruence, berpengaruh signifikan terhadap brand purcase in tention (BPI).

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This study adopted research conducted by Pradhan, Duraipandan and Sethi (2014) in India. The object of the research is sport footwear brand such as Adidas, Nike, Puma and Reebok. The purpose of the study is to find out the influence of consumer-brands personality congruence (UP-BP congruence), brand-celebrities personality congruence (BP-CP congruence), and celebrities-user personality congruence (CP-UP congruence) on brand attitudes (BA) and their impact on brand purchase intention (BPI). The influence of celebrity-brand-user personality congruence on brand purchase intention is mediated by brand attitude (BA).

In this study, the object of research was developed into indie local cosmetic products. A total of 119 female respondents, who were familiar with Tyna Kanna Mirdad, the local indie lipstick brand SAS C and the Truly Mazing lipstick participated in this study. The data in this study were analyzed using Path Analysis, which was processed using the SPSS 24 program. The results showed that UP-BP congruence, BP-CP congruence, and CP-UP congruence did not significantly influence BA and BPI. However, brand attitude (BA) has a significant effect on brand purchase intention (BPI). Thus, through mediation BA, UP-BP congruence, BP-CP congruence and CP-UP congruence, have a significant effect on brand purcase tention (BPI)."