PENGARUH FASHION SELF-CONGRUITY TERHADAP BRAND LOYALTY YANG DIMEDIASI CONSUMER BRAND ENGAGEMENT MEREK NIKE PADA REMAJA DI KOTA BANDUNG

• Main Author: Jordy Alexander Fabian Adityo, - (Author)
• Format: Book
• Published: 2020-08-19.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/55291/7/S_PSI_1606033_Title.pdf; http://repository.upi.edu/55291/2/S_PSI_1606033_Chapter1.pdf; http://repository.upi.edu/55291/3/S_PSI_1606033_Chapter2.pdf; http://repository.upi.edu/55291/4/S_PSI_1606033_Chapter3.pdf; http://repository.upi.edu/55291/5/S_PSI_1606033_Chapter4.pdf; http://repository.upi.edu/55291/6/S_PSI_1606033_Chapter5.pdf; http://repository.upi.edu/55291/8/S_PSI_1606033_Appendix.pdf
• Keywords: BF Psychology; L Education (General)

Penelitian ini bertujuan untuk mengetahui pengaruh fashion self-congruity terhadap brand loyalty yang dimediasi consumer brand engagement pada remaja di Kota Bandung yang pernah membeli produk Nike. Pada penelitian ini, partisipan (N=300, jenis kelamin; usia; tingkat pendidikan; tempat membeli produk) diminta untuk mengisi kuesioner yang berisi instrumen consumer brand engagement untuk mengetahui keterikatan partisipan pada merek Nike; fashion self-congruity untuk mengetahui cara partisipan memandang kesesuaian antara diri dengan gaya berpakaian, dan brand loyalty untuk mengetahui tingkat loyalitas partisipan pada merek Nike. Analisis data menggunakan metode bootstrapping. Hasil analisis menunjukkan bahwa fashion self-congruity memengaruhi brand loyalty dengan kontribusi sebesar 8,25% dan signifikansi p < .05. Consumer brand engagement ditemukan memiliki fungsi mediator dengan kategori mediasi sempurna, yang artinya ketika ada variabel consumer brand engagement maka fashion self-congruity tidak lagi berpengaruh terhadap brand loyalty. Dengan demikian dapat disimpulkan bahwa semakin tinggi individu kesesuaian antara diri dan gaya berpakaian, maka akan semakin kuat keterlibatannya serta semakin tinggi brand loyalty pada Nike. This study aims to determine the effect of fashion self-congruity on brand loyalty which is mediated by consumer brand engagement on adolescents in Bandung who have bought Nike products. In this study, participants (N = 300, gender; age; education level; place to buy products) were asked to fill out a questionnaire containing consumer brand engagement instrument to determine their engagement with Nike; then fashion self-congruity to find out how participants perceive congruity between their fashion style and their self-image; and brand loyalty to determine the level of participant loyalty to Nike. Method analysis was using bootstrapping method. The analysis obtained that fashion self-congruity affects brand loyalty with a contribution of 8.25% and p <.05. Mediation was occured, consumer brand engagement was perfectly mediated fashion self-congruity to brand loyalty, which means when consumer brand engagement is controlled; fashion self-congruity no longer affects brand loyalty. Thus, it can be concluded, if more consumers perceive there is congruity between self and their fashion style, they tend to have strong engagement with the brand and also brand loyalty toward Nike is increasing.