PENGARUH SELF CONGRUITY DAN BRAND PERSONALITY TERHADAP BRAND LOYALTY SURVEI PADA PELANGGAN IPHONE YANG TERGABUNG DALAM FANPAGE KOMUNITAS APPLE INDONESIA

Abstract

This study aims to obtain an overview and influence of self congruity and brand personality on brand loyalty surveys on the fanpage of the Indonesian Apple community. This research uses descriptive and verifiative methods with a quantitative approach. The population in this study amounted to 6,300 with a sample of 200 respondents who were fanpages of the Indonesian Apple community using simple random sampling techniques. The data is processed statistically by the Structural Equation Modeling (SEM) method. The findings in this study found that the picture of self congruity, brand personality and brand loyalty was in the category of quite good. Self-congruity and brand personality have a positive and significant influence on brand loyalty. This finding shows that the application of Self congruity and brand personality carried out by Apple will encourage brand loyalty to iPhone customers who are members of the Apple Indonesia community fanpage. Based on the results of the study, researchers recommend Apple to be able to handle every complaint submitted by consumers and be able to prioritize customer interests and design several brand awareness activities to build closer relationships with customers so that customers carry out brand loyalty.