THE IMPACT OF BRAND IMAGE, SELF-IMAGE CONGRUENCE, AND BRAND PREFERENCE ON PURCHASE INTENTION OF TOKO KOPI TUKU (A Study on Toko Kopi Tuku Jakarta)

Abstract

ABSTRACT This study explores the relationship between brand image and purchase intention at Toko Kopi Tuku, a popular Indonesian coffee shop known for its palm sugar milk coffee. It focuses on the mediating role of self-image congruence and brand preference, using SelfCongruence Theory to understand how consumers' self-perception aligns with the brand's image and affects their purchasing decisions. Data were collected from 185 Toko Kopi Tuku customers in Jakarta through a structured questionnaire and analyzed using Structural Equation Modeling (SEM). The results show that brand image positively influences self-image congruence, which strongly impacts brand preference. However, the link between self-image congruence and purchase intention was inconsistent, suggesting that factors like product quality, pricing, or customer feedback may also play key roles in shaping purchasing behavior. The study highlights the importance of aligning brand image with consumer selfperception to strengthen brand preference in the coffee shop industry. These insights can help businesses enhance their marketing strategies and contribute to a deeper understanding of consumer behavior, offering practical recommendations for building brand loyalty in competitive markets