Pengaruh Self-Congruity terhadap brand loyalty : studi kasus pada konsumen brand minuman cokelat 'MILO' = The impact of Self-Congruity to brand loyalty : a study on 'MILO' consumers

Sheren Shusmita, author

Pengaruh Self-Congruity terhadap brand loyalty : studi kasus pada konsumen brand minuman cokelat 'MILO' = The impact of Self-Congruity to brand loyalty : a study on 'MILO' consumers

Sheren Shusmita; Erwin Agustian Panigoro, examiner; Harianja, Stephanus Panata, examiner; Nina Mutmainnah, examiner (Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2016)

Abstrak

[ABSTRAK

Penelitian ini membahas mengenai kesesuaian diri konsumen anak dengan brand

(self-congruity) yang memengaruhi loyalitas brand (brand loyalty). Pengaruh

antara self-congruity dan brand loyalty tersebut dimediasi oleh kualitas hubungan

dengan brand (brand relationship quality). Sebanyak 104 responden, yang

merupakan konsumen brand MILO berusia 11-14 tahun, berpartisipasi dalam

penelitian ini. Analisis data dilakukan dengan Structural Equation Modelling

(SEM) yang diolah menggunakan program SPSS 22 dan AMOS 21. Hasil

penelitian menunjukkan bahwa self-congruity tidak memengaruhi brand loyalty

secara signifikan. Sementara itu, self-congruity berpengaruh signifikan terhadap

brand relationship quality dan brand relationship quality berpengaruh signifikan

terhadap brand loyalty. Maka penelitian ini menunjukkan bahwa self-congruity

dapat berpengaruh signifikan terhadap brand loyalty apabila dimediasi oleh brand

relationship quality.

ABSTRACT

This research examines the impact of self-congruity on brand loyalty. The impact

of self-congruity to brand loyalty is mediated by brand relationship quality. 104

children, which are consumers of MILO chocolate drink aged between 11-14

years old, participated in this study. Researcher uses Structural Equation

Modelling (SEM) to analyze the data with SPSS 22 and AMOS 21 programs. This

research finds that self-congruity does not have significant impact toward brand

loyalty. However, self-congruity impacts brand relationship quality significantly

and brand relationship quality also impacts brand loyalty significantly. Hence, this

research indicates that self-congruity can impact brand loyalty significantly if it is

mediated by brand relationship quality.;This research examines the impact of self-congruity on brand loyalty. The impact