Pengaruh Personality Traits, Self Congruity, Perceived Value, dan Consumer Involvement terhadap Customer Satisfaction dan Brand Loyalty: Analisis Empiris pada Konsumen Janji Jiwa Coffee di Jabodetabek

Abstract

Konsumsi kopi di Indonesia yang meningkat membuat bisnis coffee shop menjadi semakin potensial. Tingkat persaingan yang tinggi membutuhkan strategi coffee shop untuk memahami kebutuhan konsumen. Janji Jiwa Coffee menjadi salah satu coffee shop yang memiliki jumlah outlet terbanyak di Indonesia. Tujuan penelitian ini adalah untuk menganalisis pengaruh dari perceived value, personality traits, consumer involvement, dan self congruity terhadap customer satisfaction dan brand loyalty pada konsumen Janji Jiwa Coffee di Jabodetabek. Teknik pengambilan sampel yang digunakan yaitu purposive sampling dan quota sampling. Teknik analisis data dengan menggunakan SEM PLS. Responden penelitian ini sebanyak 200 responden yang berdomisili di Jabodetabek Hasil dari penelitian ini menyatakan bahwa variabel consumer involvement berpengaruh positif dan signifikan terhadap customer satisfaction dan brand loyalty.

The rising coffee consumption in Indonesia gives the coffee shop industry even more opportunity. Due to the high degree of competition, requires a coffee shops strategy to understand consumer needs. Janji Jiwa Coffee is one of the coffee shops with the largest number of outlets in Indonesia. The goal of this study was to analyze how customer satisfaction and brand loyalty were affected by perceived value, personality traits, consumer involvement, and self-congruity among Jiwa Coffee consumers in Jabodetabek. Purposive sampling and quota sampling were used as sampling techniques. Techniques for data analysis include SEM PLS. The respondents of this study were 200 respondents who live in Jabodetabek. The results of this study indicate that the variable of consumer involvement has a positive and significant effect on customer satisfaction and brand loyalty.