Pengaruh Brand Personality Terhadap Brand Loyalty Melalui Self Congruity dan Customer Brand Identification Sebagai Variabel Mediasi (Studi pada Pengguna Ponsel Pintar Apple di Kota Semarang)

Abstract

ABSTRACT This research aims to develop a conceptual model on how to manage Brand Loyalty using the Self-Congruity Theory approach so as to increase Brand Loyalty on Apple smart phones through selfcongruity and customer brand identification. In this study, data collection involved 128 respondents with the main criteria that they have used or are currently using Apple smart phones and are domiciled in the city of Semarang. Data was collected through the distribution of questionnaires on samples selected through non-probability sampling techniques with purposive sampling method. Measurements in the questionnaires using a Likert Scale. There are four hypotheses in this study which were analyzed and tested using the Structural Equation Model (SEM) and Analysis of Moment Structure (AMOS 22) as the analytical tool. The results of the four proposed hypotheses indicate that those four hypotheses were successfully accepted. Those four accepted hypotheses were brand personality has a positive and significant effect on self congruity, self congruity has a positive and significant effect on customer brand identification, customer brand identification has a positive and significant effect on brand loyalty, and self congruity has a positive and significant effect on brand loyalty