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"Kebutuhan sarana transportasi umum merupakan kebutuhan masyarakat yang terus berkembang. Brand personality memainkan peran kunci dalam psikologi merek sehingga dapat membentuk identitas merek. Konsumen cendrung mengekspresikan citra diri mereka melalui kepribadian merek dalam mendorong keputusan pembelian. Berdasarkan teori kesesuaian dan analisis dari moda transportasi dibawah Jaklingko, penelitian ini mengungkapkan berbagai peran yang dimainkan oleh kepribadian merek dalam mendorong pilihannya. Khususnya, konsumen cendrung mengekspresikan self congruity melalui dimensi brand personality yang dikenal dengan aggressiveness dan emotionality, dan simplicity dan responsibility untuk mengevaluasi seberapa konsisten functional congruity yang dirasakan konsumen. Sampel penelitian ini terdiri atas 626 pengguna aktif Jaklingko di Indonesia sebagai responden dalam penelitian ini. Hipotesis dalam penelitian ini diuji dengan structural equation modeling-partial least squares (SEM-PLS). Hasil pengujian menunjukkan bahwa semua dimensi brand personality kecuali simplicity berpengaruh positif terhadap functional congruity dan self congruity. Hasil pengujian moderasi menunjukkan bahwa traveling purpose tidak memperkuat hubungan self congruity maupun functional congruity terhadap brand attitude. Penelitian ini menawarkan perusahaan pengembang jasa transportasi pemahaman yang lebih baik tentang dimensi brand personality yang berpengaruh terhadap persepsi konsumen atau memperkuat merek perusahaan dalam fungsinya sehingga dapat meningkatkan utilitas masing-masing dimensi.

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The need for public transportation is a community need that continues to grow. Brand personality plays a key role in brand psychology so that it can form brand identity. Consumers tend to express their self-image through brand personality in driving purchase decisions. Based on the theory of suitability and analysis of transportation modes under Jaklingko, this study reveals the various roles played by the brand personality in encouraging its choice. In particular, consumers tend to express self-congruity through brand personality dimensions known as aggressiveness and emotionality, and simplicity and responsibility to evaluate how consistent the functional congruity is perceived by consumers. The sample of this study consisted of 626 active users of Jaklingko in Indonesia as respondents in this study. The hypothesis in this study was tested with structural equation modeling-partial least squares (SEM-PLS). The test results show that all dimensions of brand personality except simplicity have a positive effect on functional congruity and self-congruity. The results of the moderation test show that traveling purpose does not strengthen the relationship between self-congruity and functional congruity with brand attitude. This study offers transportation service development companies a better understanding of the dimensions of brand personality that affect consumer perceptions or strengthen the company's brand in its function so as to increase the utility of each dimensi"

"[ABSTRAKSkripsi ini membahas tentang cara mengukur loyalitas pelanggan terhadap gerai ritelThe Goods Dept dilihat dari kepribadian merek ritel dan kesesuaian antara konsep dirikonsumen The Goods Dept dengan konsumen The Goods Dept yang lain. Selain itu,variabel gender digunakan sebagai moderasi dalam penelitian ini. Penelitian initergolong penelitian kuantitatif dengan desain deskriptif. Hasil penelitian menyarankanapabila The Goods Dept ingin meningkatkan loyaitas terhadap gerainya, maka timmanajerial The Goods Dept sebaiknya membuat rencana pemasaran yang tidakmembedakan gender pelanggannya dan untuk mempertahankan nilai keunikannyadengan lebih menyeleksi dengan baik produk-produk yang dijual.

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

"[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.]"

"Penelitian ini membahas faktor-faktor yang berpengaruh terhadap intensi pembelian dan ekuitas merek yang dimiliki oleh online influencer dalam menggunakan fitur siaran langsung pada aplikasi TikTok di Indonesia. Penelitian ini melaksanakan survei terhadap 248 responden yang berusia 18 hingga 24 tahun, pernah menggunakan fitur live streaming di TikTok dan berdomisili di Indonesia. Adapun metode penyebaran kuesioner dilakukan secara online menggunakan Google Form dan dianalisis menggunakan Structural Equation Modeling (SEM) dengan software pengolahan data LISREL dan SPSS. Hasil dalam penelitian ini menunjukkan bahwa ideal-self congruity pada self-congruity theory dan virtual interactivity terbukti memengaruhi online influencer’s brand equity secara signifikan yang selanjutnya akan berpengaruh terhadap purchase intention melalui brand awareness, brand image, dan brand loyalty secara berurutan.

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This study discusses the factors that influence purchase intention and brand equity owned by online influencers through the usage of live streaming features on the TikTok app in Indonesia. This study conducted a survey of 248 respondents aged 18 to 24 years, ever used live streaming feature in TikTok, and lived in Indonesia. The questionnaire distribution method was collected online using Google Form and analyzed using Structural Equation Modeling (SEM) with LISREL and SPSS data processing software. The results in this study show that ideal self-congruity in self-congruity theory and virtual interactivity are proven to significantly affect online influencer's brand equity which will further affect purchase intention through brand awareness, brand image, and brand loyalty respectively."

"ABSTRAKSkripsi 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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ABSTRACTThis 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."

"Penelitian ini bertujuan untuk menganalisis pengaruh kesamaan nilai dalam diri konsumen dengan merek sneakers favorit terhadap identifikasi merek, komitmen konsumen serta perilaku WOM positif. Merek sneakers yang menjadi studi dalam penelitian ini yakni Adidas, Nike, Vans, New Balance dan Converse. Sampel penelitian ini adalah pengguna sneakers yang pernah membeli produk-produk sneakers tersebut dan masih menggunakannya selama 6 bulan terakhir. Data diolah dengan menggunakan metode Structural Equation Modeling. Hasil penelitian menunjukkan bahwa value congruity berpengaruh terhadap consumer brand identification, namun tidak terhadap brand commitment secara langsung. Selain itu, consumer brand identification tidak memiliki pengaruh langsung yang dapat mempengaruhi perilaku positive WOM melainkan melalui social compliance brand commitment.

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This study aims to analyze the effect of value congruity between consumer with their favorite sneakers brand toward brand identification, consumers rsquo commitment and positive WOM. The brand that become the case of this study are Adidas, Nike, Vans, New Balance and Converse. Sample of this research are consumer who have bought those sneakers products and still use them for the last 6 months. The data then analyzed using Structural Equation Modeling method. The results showed that value congruity does have significant effect on consumer brand identification, but not to brand commitment directly. In addition, consumer brand identification does not have a direct influence that can affect the positive WOM but through social compliance brand commitment."

"ABSTRAKPenelitian ini menguji hubungan antara brand personality congruity dan purchase intention, hubungan antara kerentanan akan tipe reference group influence informative dan normative influence dan purchase intention, dan pengaruh kerentanan akan tipe reference group influence dalam memoderasi hubungan brand personality congruity dan purchase intention. Pengumpulan data dilakukan melalui survey online. Responden penelitian adalah 411 wanita berusia antara 18 ndash; 36 tahun generasi Milenial . Penelitian ini menemukan bahwa pada brand personality congruity hanya dimensi sophistication congruity yang ditemukan memprediksi purchase intention. Namun, kerentanan akan kedua tipe reference group influence, baik normative maupun informative, memiliki hubungan positif yang signifikan terhadap purchase intention. Analisis moderasi menunjukkan bahwa kerentanan akan kedua tipe reference group influence memperkuat hubungan brand personality congruity dan purchase intention; namun moderasi ini terbatas pada dimensi peacefulness congruity, sincerity congruity, dan sophistication congruity pada tipe normative influence, dan sophistication congruity pada tipe informative influence. Secara lebih spesifik, peacefulness, dan sincerity congruity akan lebih kuat pada individu yang memiliki kerentanan tinggi akan tipe normative influence, sedangkan sophistication congruity akan lebih kuat pada individu yang memiliki kerentanan yang tinggi akan normative dan informative reference group influence.

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ABSTRACTThis study examines the relationship between brand personality congruity and purchase intention, the relationship between susceptibility to reference group influence type informational and normative influence and purchase intention, and the susceptibility to reference type influence types in moderating the relationship of brand personality congruity and purchase intention. Data collection is done through online surveys. The study respondents were 411 women aged between 18 36 years Millennial generation . The study found that in brand personality congruity, sophistication congruity dimensions were found predicting purchase intention. However, the susceptibility of those reference group influence types, both normative and informational, has a significant positive relationship to purchase intention. Moderation analysis shows that susceptibility to both types of reference group influence strengthens the relationship of brand personality congruity and purchase intention But moderation is limited to the dimensions of peacefulness congruity, sincerity congruity, and sophistication congruity in the types of normative influence, and sophistication congruity in the type of informational influence. More specifically, peacefulness and sincerity congruity will be stronger in individuals with high susceptibility to normative influence types, whereas sophistication congruity will be stronger in individuals with high susceptibility to normative and informational reference group influence. "

"Skripsi ini akan membahas tentang loyalitas merk dari perusahaan itu secara spesifik. Variabel yang di gunakan adalah self congruity with sponsored event dan pengaruhnya terhadap brand loyalty. Diteliti pula pengaruh dari moderating variabel customer involvement dan customer awareness. Dimana hal yang akan diteliti disini adalah prdoduk Djarum Black. Penelitian disebar ke 100 responden yang pernah menghadiri event modifikasi mobil Djarum Blackthrougt 2008 dan seorang perokok. Hasil penelitian menunjukkan bahwa variabel Self Congruity with Sponsored Event, customer involvment, dan customer awareness berpengaruh terhadap brand loyalty."

"ABSTRAKMembangun citra menjadi hal signifikan dalam meningkatkan kemampuan merekrut anggota dalam organisasi. Penelitian inibertujuan untuk mengetahui dan memaparkan pemahaman lebih dalam terhadap citra dari Abnon Timur agar menemukan atribut kesesuaian (self-congruity dalam rangka membangun citra yang sesuai dengan diri khalayak. Penelitian ini merupakan penelitiankualitatif yang berparadigma post-positivistik dan menggunakan analisis tematik bertingkat. Hasil dari penelitian menunjukkan adanya self-congruity pada citra Abnon Timur yang menghasilkan atribut kepribadian, seperti family-oriented, friendly, reliable, successful, confident dan intelligent. Penelitian ini berguna bagi khalayak dalam mengetahui kesesuaian seseorang dalam mengikuti Abnon Timur sehingga mempermudah khalayak dalam memilih organisasi yang sesuai. Penelitian ini juga berguna bagi divisi komunikasi dalam menyusun strategi komunikasi yang efektif serta turut memperkaya studi terkait self-congruity pada organisasi non-profit dan kontes kecantikkan.

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ABSTRACTBuilding image is significant in increasing the recruitment of members in the organization. This study aims to find out and explain a deeper understanding of the image of Abnon Timur to find attributes of self-congruity in order to build an image that is in accordance with the audience. This qualitative research uses a post-positivistic paradigm and multilevel thematic analysis. The results of this study indicate that there is a self-image congruence in the image of Abnon Timur that produces personality attributes, such as family-oriented, friendly, reliable, successful, confident intelligent. This research is useful for audiences in understanding one's suitability in joining Abnon Timur in order to facilitate the audience in choosing the appropriate organization. This study is also useful for the communication division in developing effective communication strategies and enriches the study of self-congruity in non-profit organizations and beauty contests."

"Dari tahun 2014, kedai kopi spesialis menjadi tren di Jakarta. Penelitian ini menggunakan teori image congruity untuk menganalisis tren meminum kopi di Jakarta. Peneliti menganalisis pengaruh dari self-congruity dan functional congruity terhadap attitude dan repurchase intention dan pengaruh moderasi dari prior-knowledge mengenai kopi. Sampel terkumpul adalah 256 pelanggan Wisang Kopi di Jakarta Selatan dan 284 pelanggan Tanamera Coffee & Roastery di Jakarta Pusat. Structural Equation Modeling digunakan dalam riset. Dari hasil statistik, functional congruity adalah pendahulu dari attitude dan repurchase intention. Functional congruity memiliki efek lebih besar dalam mempengaruhi attitude di kelompok dengan prior-knowledge rendah dibandingkan kelompok dengan prior-knowledge tinggi.

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From 2014, the specialist coffee shops are trending in Jakarta. This study used image congruity theory to analyze the coffee-drinking trend in Jakarta. The researcher analyzed the influence of self-congruity and functional congruity on attitude and repurchase intention and the moderating effect of prior-knowledge on coffee. The collected sample is 256 Wisang Kopi customers in South Jakarta and 284 Tanamera Coffee & Roastery customers in Central Jakarta. Structural Equation Modeling was used in the research. The output showed functional congruity as antecedent of attitude and repurchase intention. Functional congruity has more impact on attitude on customers that obtained low prior-knowledge."