Building Batik SMES Customers’ Loyalty Using Personal Image and Brand Image

Awan, Soni Harsono (2016) Building Batik SMES Customers’ Loyalty Using Personal Image and Brand Image. International Journal ofApllied Business and Economic Research, 14 (14). pp. 10551-10564. ISSN ISSN: 2454-5899

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Abstract

Brand Personality and self-congruity are the two things that are very complex for the customers when they try to select a product. This study aims to establish and explain the quantitative model of the relationship between brand personality (BP) and self-congruity (SC) with Madura batik customer loyalty. From the literature search, no studies have raised this issue, especially batik Madura. The study was conducted in 300 respondents with those of Surabaya Madura batik customers. Questionnaire as the main data collection and data analysis were used and partial least squares and aided with software SmartPLS were implemented for analyses. It shows that the brand personality, self-congruity significant affects both loyalty and brand personality significantly, and also they affect self-congruity in which all are in the positive direction of the relationship. Different test on the variables studied from the aspects of gender was found that there was no difference between the brand personality, self-congruity and loyalty. Qualitative model that can be built for the brand personality and self-congruity is BP + SC = f (K, T, S, G, M, C region + contemporary, NY office + active outside) or self- congruity and brand personality is a function of cool, trendy, spirit, joy, luxury, style + contemporary area, comfortable office + activity outside)

Item Type: Article
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Lecturer
Depositing User: Dr. Drs., SONI HARSONO AWAN
Date Deposited: 04 Nov 2019 03:18
Last Modified: 04 Nov 2019 03:18
URI: http://eprints.perbanas.ac.id/id/eprint/5379

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