Effect of Self-congruity Toward Loyalty With Satisfaction as Intervening Variable in Magnum Consumer in Indonesia

Abstract

Brand personality and self-image have a correlation which forms a consumer behavior that may result in satisfaction and loyalty. This research is an modification from Achouri and Bouslama’s literature review on 2010. Variables that used in this research are: self congruity as an exogenous variable; satisfaction as an intervening variable; and loyalty as an endogenous variable. This research applying accidental sampling and the sample are 200 “Magnum” consumers in Surabaya, Indonesia. The data were analyzed using Structural Equation Modeling (SEM) method. “Magnum” ice creams are attractive for its consumers, who are mostly women in 17-24 years old, recently graduated from senior high school while some are studying in universities. This research found that self-congruity has positive and significant effect to loyalty through satisfaction.