Pengaruh Personality Traits Terhadap Brand Loyalty Melalu Congruiuty Dan Customer Satisfacation Variabel Mediasi Pada Branf Fore Coffee

Selvia, Selvia and Rodhiah, Rodhiah Pengaruh Personality Traits Terhadap Brand Loyalty Melalu Congruiuty Dan Customer Satisfacation Variabel Mediasi Pada Branf Fore Coffee. Pengaruh Personality Traits Terhadap Brand Loyalty Melalu Congruiuty Dan Customer Satisfacation Variabel Mediasi Pada Branf Fore Coffee.

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Abstract

This studies examines the effect of personality traits on brand loyalty through congruity and customer satisfaction as a mediating variables on the brand of Fore Coffee. This research design used quantitative methods with a descriptive approach. The sampling technique used purposive sampling, with 94 respondents which all of customers from Fore Coffee. Data were collected using questionnaire. The analysis used structural equation modelling (SEM) and SmartPLS 3 as a tool for analyzing data. The results of this study indicate that personality traits have a significant positive effect on consumer congruity on the Fore Coffee’s brand, personality traits have a significant positive effect on customer satisfaction on the Fore Coffee’s brand, personality traits directly have a significant positive effect on consumer brand loyalty on the Fore Coffee’s brand, congruity have a significant positive effect on consumer satisfaction on the Fore Coffee’s brand, congruity have a significant positive effect on consumer brand loyalty in the Fore Coffee’s brand, customer satisfaction does not have a significant effect on consumer brand loyalty on the Fore Coffee’s brand, congruity mediates the influences of personality traits on consumer brand loyalty on the Fore Coffee’s brand, and customer satisfaction does not mediate the influence of personality traits on consumer brand loyalty on the Fore Coffee’ s brand.

Item Type: Article
Subjects: Penelitian > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 15 Dec 2020 01:48
Last Modified: 15 Dec 2020 01:48
URI: http://repository.untar.ac.id/id/eprint/13375

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