The Influence Of Personality Traits And Self-Congruity On Customer Satisfaction And Brand Loyalty At El's Coffee In Bandar Lampung
DOI:
https://doi.org/10.38142/ijesss.v5i2.1041Keywords:
Personality Traits, Self-Congruity, Customer Satisfaction, Brand Loyalty, Coffee ShopAbstract
The development of the lifestyle of consumingcoffee has long been a business opportunity for entrepreneurs to set up coffee shops. To complete the current understanding of the importance of coffee shop branding. This research was conducted using quantitative research. The data in this research uses primary data obtained by distributing questionnaires. The data obtained was then explained descriptively and using structural equation modeling (SEM). The population in this study were Tokopedia users, totaling 400 samples. The sampling technique is carried out using probability sampling, the type is purposive sampling. The research results show that this research supports the proposed hypothesis: (1) Personality traits have a positive and significant effect on harmony, (2) Personality traits have a positive and significant effect on customer satisfaction, (3) Personality traits have a positive and significant effect on customer satisfaction. significant impact on customer satisfaction. significant effect on consumer satisfaction, (3) Personality traits have a positive and significant effect on consumer satisfaction. positive and significant effect on brand loyalty, (4) Conformity has a positive and significant effect on customer satisfaction, (5) Conformity has a positive and significant effect on brand loyalty, (6) Customer satisfaction has a positive and significant effect on brand loyalty. From the research results, these findings confirm that coffee shop owners must be encouraged to develop brand loyalty by investing in customer satisfaction. Coffee shop managers must also try as much as possible to understand the needs and desires of their customers.
Downloads
References
Abdul, N. T., & Nadia, M. (2009). "The Main Antecedent of Customer Loyalty in Moroccan Banking Sector ."International Journal of Business and Management Science.
Adjei, M. T., & Clark, M. N. (2010). Relationship marketing in A B2C context: The moderating role of personality traits. Journal of Retailing and Consumer Services. 17(1), 73–79. https://doi.org/10.1016/j.jretconser.2009.10.001
Aaker, D. A. (1996). Building Strong Brands. New York: The Free Press.
Akar, E. & Topçu, B. (2011). An Examination of the Factors Influencing Consumers Attitudes Toward Social Media Marketing. Journal of Internet Commerce. Vol. 10 No. 1 pp. 35-67. https://doi.org/10.1080/15332861.2011.558456
Abdul, N. T., & Nadia, M. (2009). The Main Antecedent of Customer Loyalty in Morrocan Banking Sector International. Journal of Business and Management Science. Vol. 2.
Baumgartner, H. (2002). Toward a Personology of the Consumer. Journal of Consumer Research. 29(2), 286–292. https://doi.org/10.1086/341578
Bennett, R., Hartel, C. J. H., & Mccoll-Kennedy, J. R. (2005). Experience as a Moderator of Involvement and Satisfaction on Brand Loyalty in Business-to-Business Settings. Industrial Marketing Management. https://doi.org/10.1016/j.indmarman.2004.08.003
Dick, A. S. & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science. 22(2): 99-113. https://doi.org/10.1177/0092070394222001
El Hedli, K., Zourrig, H. & Chebat, J. C. (2016). Shopping Well-Being: Is it Just a Matter of Pleasure or Doing the Task? The Role of Shopper’s Gender and Self-Congruity. Journal of Retailing and Consumer Services. 31, pp. 1–13. https://doi.org/10.1016/j.jretconser.2016.03.002
Ekinci, Y., Sirakaya-Turk, E., dan Preciado, S. (2013). Symbolic Consumption of Tourism Desti-Nation Brands. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2011.09.008
Erdogmus, I., & Büdeyri-Turan, I. (2012). The Role of Personality Congruence, Perceived Quality and Prestige on Ready-to-Wear Brand Loyalty. Journal of Fashion Marketing and Management: An International Journal, 16(4), 399- 417. https://doi.org/10.1108/13612021211265818
Evans, D. (2012). Social Media Marketing: An Hour a Day. John Wiley & Sons, Indianapolis, IN.
Farida, J. (2005). Manajemen Jasa Pendekatan Terpadu, Ciawi Bogor, Ghalia Indonesia.
Feist, J., & Gregory, J. F. (2010). Teori Kepribadian. Jakarta: Selemba Humanika.
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research. Vol. 24 No. 4, pp. 343-373. https://doi.org/10.1086/209515
Fornell, C. & Bookstein, F. L. (2019). "Two Structural Equation Models: LISREL and PLS Applied to Consumer Exit-Voice Theory," Journal of Marketing Research, Vol. 19 No. 4, pp. 440–452. Funder, D. C. 1997. The personality puzzle. New York. https://doi.org/10.1177/002224378201900406
Gay, L. R., Mills, G. E., & Airasian. (2009). Educational Research: Competencies for Analysis and Application-9th. Ed. New Jersey: Merril- PearsonEducation
Govers, P. C. M., dan Schoormans, J. P. L. (2005). Product Personality and its Influence on Con-Sumer Preference. Journal of Consumer Marketing. https://doi.org/10.1108/07363760510605308
Ha, H. Y., & Park, K. H. (2012). Effects of Perceived Quality and Satisfaction on Brand Loyalty in China: The Moderating Effect of Customer Orientation. African Journal of Business Management.
Hair, Joseph F., William C. Black, Barry J. Babin, & Rolph E. Anderson. (2007). Multivariate Data Analysis 7th Edition, New Jersey: Pearson Education
Husein, U. (2005). Metode Penelitian Untuk Skripsi dan Tesis Bisnis. Jakarta: PT. Raja Grafindo Persada.
Hennig-Thurau, T., Kevin, P.G., Walsh, G. & Gremler, D. D. (2004). Electronic Word-of-Mouth Via Consumer Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing. Vol. 18 No. 1, pp. 38-52. https://doi.org/10.1002/dir.10073
Herstein, R., Tifferet, S., Abrantes, J. L., Lymperopoulos, C., Albayrak, T., & Caber, M. (2012). A Cross-Cultural Study of Mediterranean Countries. Cross Cultural Management. https://doi.org/10.1108/13527601211219883
Hultman, M., Skarmeas, D., Oghazi, P., & Beheshti, H. M. (2015). Achieving Tourist Loyalty Through Destination Personality, Satisfaction, and Identification. Journal of Business Research. 68(11), 2227–2231. https://doi.org/10.1016/j.jbusres.2015.06.002
Jie, Y., Chou, T. J., & Chou, N. (2012). Assessing the fit of two Brand Personality Scales in a Chinese Context and Revisiting the Predictive Validity of Two Methods of Measuring Self-Congruity. The Journal of Brand Management. 19(6), 525- 540. https://doi.org/10.1057/bm.2011.54
Jurana, J., Bakry, M. I., Indriasar, R., Parwati, N. M. S., Mapparessa, N., & Ridwan, M. (2024). Revealing the Accountability of Tadulako University as a Step to Realizing Sustainable Development Goals. International Journal of Environmental, Sustainability, and Social Science, 5(1), 01-08. https://doi.org/10.38142/ijesss.v5i1.897
Kaihatu, T. S., & Spence, M. T. (2016). The Relationship Between Shopping Mall Image and Congruity on Customer Behaviour: Evidence from Indonesia. Australasian Marketing Journal (AMJ), 24(2), 141-145. https://doi.org/10.1016/j.ausmj.2016.01.004
Kang, J., Tang, L., Lee, J. Y., & Bosselman, R. H. (2012). Understanding Customer Behavior in Name-Brand Korean Coffee Shops: The Role of Self Congruity and Functional Congruity. International Journal of Hospitality Management, Vol. 31 No.3: 809-818. https://doi.org/10.1016/j.ijhm.2011.09.017
Kang, J., Tang, L., & Lee, J. Y. (2015). Self-Congruity and Functional Congruity in Brand Loyalty. Journal of Hospitality & Tourism Research, 39(1), 105-131. https://doi.org/10.1177/1096348012471377
Kasali, R. (2010). Change. Jakarta: Gramedia Pustaka.
Khani & Imanikhah. (2013). The Relationship of Appliance Consumer Personality Trait, Brand Personality, Brand Loyalty and Brand Equity in the Mobil Phone Industry. International Journal of Fundamental Psychology and Social Sciences Vol. 3.
Kim, S. H., Kim, M., & Holland, S. (2018). How Customer Personality Traits Influence Brand Loyalty in the Coffee Shop Industry: The Moderating Role of Business Types. International Journal of Hospitality and Tourism Administration. 19(3), 311–335. https://doi.org/10.1080/15256480.2017.1324340
Kim, S. H., Kim, M. S., Han, H. S., & Holland, S. (2016). The Determinants of Hospitality Employees’ Pro-Environmental Behaviors: The Moderating Role of Generational Differ-Ences. International Journal of Hospitality Management. https://doi.org/10.1016/j.ijhm.2015.09.013
Kim, S. H., Kim, M. S., & Lee, D. H. (2016). The Effects of Personality Traits and Congruity on Customer Satisfaction and Brand Loyalty: Evidence From Coffee Shop Customers. In Advances in Hospitality and Leisure (Vol. 12). https://doi.org/10.1108/S1745-354220160000012001
Kotler, P. (1980). Marketing Management: Analysis, Planning, Implementation and Control. New Jersey: Prentice Hall International.
Kotler & Keller. (2009). Manajemen Pemasaran. Jilid I. Edisi ke 13. Jakarta: Erlangga
Kotler, P., & Garry A. (2010). Prinsip-Prinsip Pemasaran, Jilid 1 dan 2 Edisi Kedua Belas. Jakarta: Erlangga
Lee, H. S., Lee, Y. K., & Yoo, D. K. (2000). The Determinants of Perceived Service Quality and Its Relationship with Satisfaction. Journal of Services Marketing. https://doi.org/10.1108/08876040010327220
Lin, L. Y. (2010). The Relationship of Consumer Personality Trait, Brand Personality and Brand Loyalty: An Empirical Study of Toy and Video Games Buyers. Journal of Product & Brand Management. https://doi.org/10.1108/10610421011018347
Liu, C. R., Lin, W. R., & Wang, Y. C. (2012). Relationship Between Self-Congruity and Destination Loyalty: Differences Between First-Time and Repeat Visitors. Journal of Destination Marketing & Management. 1(1), 118-123. https://doi.org/10.1016/j.jdmm.2012.05.002
Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self-Congruity, Brand Attitude, and Brand Loyalty: A Study on Luxury Brands. European Journal of Marketing. 46(7/8), 922- 937.
Lu, J., & Xu, Y. (2015). Chinese Young Consumers’ Brand Loyalty Toward Sportswear Products: A Perspective of Self-Congruity. Journal of Product & Brand Management, 24(4), 365-376. https://doi.org/10.1108/03090561211230098
Matzler, K., Bidmon, S., & Grabner-Krauter, S. (2006). Individual Determinants of Brand Affect: The Role of The Personality Traits of Extraversion and Openness to Experience. Journal of Product & Brand Management. https://doi.org/10.1108/10610420610712801
McCrae, R., & Costa, P. (2006). Age Change in Personality and Their Origins: Comments on Robert, Walton, and Viechtbauer. Psychological Bulletin, Vol 132. https://doi.org/10.1037/0033-2909.132.1.26
Mowen, J. C. Mowen, Michael Minor. (2009). Perilaku Konsumen Jilid 1, Edisi Kelima. Jakarta: Erlangga.
Nambisan, S. & Baron, R. A. (2007). Interactions in Virtual Customer Environments: Implications for Product Support and Customer Relationship Management. Journal of Interactive Marketing. Vol. 21 No. 2, pp. 42-61. https://doi.org/10.1002/dir.20077
Okazaki, S. (2009). “The Tactical Use of Mobile Marketing: How Adolescents’ Social Networking Can Best Shape Brand Extensions ."Journal of Advertising Research. Vol. 49 No. 1, pp. 12-26. https://doi.org/10.2501/S0021849909090102
Rahardjo, P. (2012). Panduan Budidaya dan Pengolahan Kopi Arabika dan Robusta. Penebar Swadaya: Jakarta
Salem, N., Chebat, J. C., Michon, R., & Oliveira, S. (2016). Why Male and Female Shoppers Do Not See Mall Loyalty Through the Same Lens? The Mediating Role of Self-Congruity. Journal of Business Research, 69(3), 1219-1227. https://doi.org/10.1016/j.jbusres.2015.09.011
Setiadi, J. Nugroho (2003). Perilaku Konsumen: Konsep Dan Implikasi Untuk Strategi Dan Penelitian Pemasaran. Jakarta: Prenada Media
Setiawan, E & Sri, A. (2016). Analisis Kepuasan Konsumen (Suatu Kasus pada Kedai Kopi di Wilayah Majalengka). Jurnal Ilmu Pertanian dan Peternakan. Universitas Majalengka.
Sirgy, M. J., & Su, C. (2000). Destination Image, Self-Congruity, and Travel Behaviour: Toward An Integrative Model. Journal of Travel Research, 38(4), 340–352. https://doi.org/10.1177/004728750003800402
Sirgy, M. J., Lee, D. J., Johar, J. S., & Tidwell, J. (2006). Eff Ect of Self-Congruity With Sponsorship on Brand Loyalty. Journal of Business Research, 61(10), 1091–1097. https://doi.org/10.1016/j.jbusres.2007.09.022
Sirgy, M. J. (2015). Self-Image/Product-Image Congruitya and Advertising Strategy. In Proceedings of the 1982 Academy of Marketing Science (AMS) annual conference. pp. 129–133. https://doi.org/10.1007/978-3-319-16946-0_31
Sirgy, J., Lee, Dong J., Yu, Grace., (2016). Routledge International Handbook of Consumer Psychology. Routledge.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta
Sumarwan, U. (2004). Perilaku Konsumen Teori dan Penerapannya dalam Pemasaran. Bogor: Penerbit Ghalia Indonesia
Sternberg, R. J. (2000). Handbook of Intelligence. New York, New York: Cambridge University Press. https://doi.org/10.1017/CBO9780511807947
Swaminathan, V. & Rohm, A. J. (2004). A Typology of Online Shoppers Based on Shopping Motivations, Journal of Business Research, Vol. 57. https://doi.org/10.1016/S0148-2963(02)00351-X
Trevor, S. (2020). The Role of Customer Personality in Satisfaction, Attitude-to-Brand and Loyalty in Mobile Services. Spanish of Journal Marketing. Vol 24(2): 155–175. https://doi.org/10.1108/SJME-06-2019-0036
Van Belleghem, S., Eenhuizen, M. & Veris, E. (2011). Social Media Around the World 2011. InSites Consulting. London.
Yusof, J. M., & Ariffin, S. (2016). The Influence of Self-Congruity, Functional Image and Emotional Attachment on Loyalty. Procedia Economics and Finance. 37, 350–357. https://doi.org/10.1016/S2212-5671(16)30136-8
Zeithaml, V. A., M. J. Bitner, D. D. Gremler. (2013). Services Marketing: Integrating Customer Focus Across the Firm 6thed. Mc.Graw-Hill. Boston.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Rahma SARITA, Satria BANGSAWAN, Dorothy Rouly Pandjaitan
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Creative Commons Attribution-NonCommercial 4.0 International License.
