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"ABSTRAKPenelitian ini bertujuan untuk mengkaji apakah self image congruity, retail service quality, perceived service quality berpengaruh pada customer satisfaction dan menguji peran mediasi variable customer satisfaction pada customer loyalty distro Urban Surf dan Planet Surf di Jayapura. Analisis data dalam penelitian ini digunakan analisis multiple regression dan hierarical regression untuk mengukur variable independen pada variable dependen dengan variable mediasi. Hasil penelitian menunjukkan bahwa customer satisfaction memediasi secara penuh hubungan self image congruity dan retail service quality terhadap customer loyalty. Sementara itu customer satisfaction juga memediasi secara parsial hubungan customer perceived service quality terhadap customer loyalty."

"ABSTRACTThis study is intended to investigate the impact of brand trust, brand affect, self-image congruity, and functional congruity toward brand loyalty of coffee shop visitors. Participants were approached conveniently in several modern coffee shops in August-September 2014 in southern Jakarta. In total, there are four hypotheses to be tested using 200 usable valid questionnaires. As a result, three hypotheses were accepted - the links between brand trust and brand loyalty, self-image congruity and functional congruity, and functional congruity and brand loyalty. This study suggests an alternative model in order to have all hypotheses significant and positive. Brand affect and self-image congruity should not be directly linked to brand loyalty concurrently. Coffee shop managements should consider brand trust and functional congruity as two important factors in maintaining brand loyalty."

"Skripsi ini membahas pengaruh dari Self-image congruity dan proses Identifikasi terhadap minat beli konsumen di Indonesia pada produk karakter berlisensi, khususnya produk figurine tokoh Hatsune Miku dari seri Vocaloid. Penelitian ini adalah sebuah penelitian kuantitatif dengan desain deskriptif. Hasil penelitian menunjukan bahwa terjadinya Self-image congruity mempengaruhi secara positif proses identifikasi seseorang dalam bentuk Actual-self, Ideal-self, maupun Ought-self Identification. Tetapi, hanya bentuk identifikasi Actual-self yang ditemukan berpengaruh secara positif terhadap attitude konsumen kepada produk, yang kemudian secara positif mempengaruhi minat beli .konsumen terhadap produk karakter berlisensi figurine Hatsune Miku.

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The purpose of this study is to adapt the self congruity and identification theories to examine consumer's purchase intention for character licensed merchandise. Whether the self congruity and identification process affect positively or not to Indonesian consumer's intention to purchase licensed figurine products adapted from Vocaloid character Hatsune Miku. This is a study with quantitative approach with descriptive design. Research found that the self image congruity between consumers and the character positively affect the consumers' process of identification in all three types Actual self, Ideal self, and Ought self Identification, although only consumers' Actual self Identification positively affect the evaluation process of attitude toward product which then positively affect their purchase intention towards Hatsune Miku figurine product."