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Abstrak :
ABSTRAK
Skripsi ini menganalisis dampak dari retail brand personality dan self-congruity terhadap store loyalty, dengan efek moderasi dari jenis kelamin, dan mengambil industri fast fashion Jabodetabek sebagai studi kasus. Penelitian ini merupakan penelitian kuantitatif dengan desain deskriptif cross-sectional. Hasil penelitian menyarankan bahwa untuk meningkatkan store loyalty, peritel harus berfokus untuk melayani tipe konsumen yang memiliki imej yang kongruen dengan imej merek ritel yang ada sekarang. Sementara itu, memanfaatkan retail environment untuk meningkatkan komunikasi dalam dan luar toko juga baik demi meningkatkan nilai retail brand personality.

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ABSTRACT
This thesis analyzes the impact of retail brand personality and self-congruity on store loyalty, with the moderating effect of gender, taking the fast fashion industry in greater area of Jakarta as the study case. This research is a quantitative research with descriptive, cross-sectional design. The results of the research suggested that in order to increase the store loyalty, retailers should focus on catering the types of customers whose image are congruent with the current retail brand image. Meanwhile, utilizing the retail environment to increase in-store and out-store communications is also good for the sake of increasing the value of retail brand personality.

Abstrak :
[ABSTRAK
Skripsi ini membahas tentang cara mengukur loyalitas pelanggan terhadap gerai ritel The Goods Dept dilihat dari kepribadian merek ritel dan kesesuaian antara konsep diri konsumen The Goods Dept dengan konsumen The Goods Dept yang lain. Selain itu, variabel gender digunakan sebagai moderasi dalam penelitian ini. Penelitian ini tergolong penelitian kuantitatif dengan desain deskriptif. Hasil penelitian menyarankan apabila The Goods Dept ingin meningkatkan loyaitas terhadap gerainya, maka tim manajerial The Goods Dept sebaiknya membuat rencana pemasaran yang tidak membedakan gender pelanggannya dan untuk mempertahankan nilai keunikannya dengan lebih menyeleksi dengan baik produk-produk yang dijual.

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

Abstrak :
Private-label berkembang menjadi brand yang memperhatikan nilai. PLB di Indonesia melibatkan UMKM sebagai pemasok dan hal ini menjadi menarik jika dilihat dari aspek sosial. Penelitian ini bertujuan untuk menguji pengaruh faktor-faktor yang mempengaruhi persepsi PLB yang produksiUMKM. Data diperoleh dari 441 responden dan diuji dengan PLS-SEM Hasil penelitian menunjukkan bahwa Store Loyalty dan Brand Image berpengaruh positif signifikan, sedangkan Perceived Risk ditemukan memiliki efek negatif yang signifikan. Namun Brand Category ditemukan hanya memoderasi variabel anteseden Store Loyalty dan Perceived Risk. Penelitian ini diharapkan dapat bermanfaat bagi kalangan akademisi dengan memperluas kajian private-label dan UMKM. Dari segi prakits, peritel dapat mempertimbangkan untuk melibatkan lebih banyak UMKM dalam bisnis private-label. ......Private-label evolves into a value-conscious brand. PLB in Indonesia involves MSMEs as suppliers and this is interesting from a social perspective. This study aims to examine the influence of the factors that influence the perception of PLB that is produced by SMEs. Data were obtained from 441 respondents and tested with PLS-SEM. The results showed that Store Loyalty and Brand Image had a significant positive effect, while Perceived Risk was found to have a significant negative effect. However, Brand Category was found to only moderate the antecedent variables Store Loyalty and Perceived Risk. This research is expected to be useful for academics by expanding private-label and MSME studies. From a practical standpoint, retailers may consider involving more MSMEs in the private-label business.