PERAN SELF CONGRUITY DAN BRAND IMAGE DALAM MEMEDIASI PENGARUH BRAND PERSONALITY TERHADAP BRAND LOVE

Vivi Dwi Erianti, Sri Murni Setyawati, Chandra Suparno

Abstract


Tujuan penelitian ini adalah untuk menganalisis peran mediasi self-congruity dan brand image pada pengaruh brand personality terhadap brand love. Populasi dalam penelitian ini adalah konsumen Praketa coffee shop Purwokerto. Sampel pada penelitian ini sebanyak 208 responden yang diambil menggunakan metode accidental sampling. Data dianalisis menggunakan Structural Equation Modeling (SEM) dan diolah dengan software AMOS 24. hasil penelitian menunjukkan bahwa brand personality berpengaruh positif terhadap brand love; brand personality berpengaruh positif terhadap self-congruity; brand personality berpengaruh positif terhadap brand image; self-congruity berpengaruh positif terhadap brand love; brand image berpengaruh positif terhadap brand love; self-congruity memediasi pengaruh brand personality terhadap brand love, dan brand image dapat memediasi pengaruh brand personality terhadap brand love


Keywords


Brand Personality, Self -Congruity, Brand Image, Brand Love

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DOI: https://doi.org/10.32424/jeba.v25i2.3663

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