The Effect of Self Congruity and Brand Personality on Brand Loyalty

Abstract

Adventure has become a popular means of entertainment in Indonesian society, and there has even been a lifestyle trend among millennials, such as exploring the forest, exploring nature on motorbikes, camping, along rivers, climbing mountains, exploring beaches, and visiting various other natural attractions. also supported by geographical conditions and natural wealth that attract travelers and adventurers. This phenomenon creates business opportunities because these activities require adequate facilities and equipment. However, because business competition is getting higher, it is even more difficult to retain consumers. Brand development is very influential for all types of products that are consumer needs, especially equipment and needs for outdoor activities, because often brands are associated with human personality traits. The purpose of this study was to examine and analyze the effect of Brand Personality and Self Congruity variables on brand loyalty of adventure products from Indonesian brands Eiger, Consina, Avtech, Kalibre. The analytical method used is multiple linear regression using the SPSS (Statistical Product and Service Solution) application tool. The test results show that the Brand Personality variable with a regression coefficient of 0.404 and a significance of 0.001 <0.005 has a positive and significant effect on the Brand Loyalty variable, while the Self Congruity variable with a regression coefficient value of 0.080 and a significance of 0.508 > 0.05 does not significantly affect the Brand Loyalty variable. The purpose of this study was to examine and analyze the effect of Brand Personality and Self Congruity variables on brand loyalty of adventure products from Indonesian brands Eiger, Consina, Avtech, Kalibre. The analytical method used is multiple linear regression using the SPSS (Statistical Product and Service Solution) application tool. The test results show that the Brand Personality variable with a regression coefficient of 0.404 and a significance of 0.001 <0.005 has a positive and significant effect on the Brand Loyalty variable, while the Self Congruity variable with a regression coefficient value of 0.080 and a significance of 0.508 > 0.05 does not significantly affect the Brand Loyalty variable. The purpose of this study was to examine and analyze the effect of Brand Personality and Self Congruity variables on brand loyalty of adventure products from Indonesian brands Eiger, Consina, Avtech, Kalibre. The analytical method used is multiple linear regression using the SPSS (Statistical Product and Service Solution) application tool. The test results show that the Brand Personality variable with a regression coefficient of 0.404 and a significance of 0.001 <0.005 has a positive and significant effect on the Brand Loyalty variable, while the Self Congruity variable with a regression coefficient value of 0.080 and a significance of 0.508 > 0.05 does not significantly affect the Brand Loyalty variable.