@mastersthesis{eprints81525,
           month = {Mei},
           title = {PEGARUH PERSONALITY TRAITS DAN SELF-CONGRUITY TERHADAP
CUSTOMER SATISFACTION DAN BRAND LOYALTY PADA

EL?S COFFEE DI BANDAR LAMPUNG},
          school = {UNIVERSITAS LAMPUNG},
          author = {SARITA  RAHMA },
            year = {2024},
             url = {http://digilib.unila.ac.id/81525/},
        abstract = {Perkembangan gaya hidup dalam mengonsumsi kopi telah lama menjadi peluang
bisnis bagi para pengusaha untuk mendirikan kedai kopi. Pengelola kedai kopi
menjadi lebih sadar bahwa loyalitas merek dapat menjadi strategi yang efektif
untuk membentuk keunggulan kompetitif dalam bisnis. Untuk melengkapi
pemahaman saat ini tentang pentingnya branding kedai kopi, maka penting
diadakannya penelitian untuk mengetahui bagaimana pengaruh personality traits
dan self-congruity dalam pembentukan customer satisfaction dan brand loyalty.
El?s Coffee adalah Coffee shop terpercaya di Bandar Lampung dan merupakan
coffee shop kelas menengah ke atas pertama. Penelitian ini dilakukan dengan
menggunakan penelitian kuantitatif. Data dalam penelitian ini menggunakan data
primer yang diperoleh dengan menyebarkan kuesioner. Data yang diperoleh
kemudian dianalisis secara deskriptif dan structural equation modeling (SEM)
dengan 400 responden. Teknik pengambilan sampel dilakukan dengan
menggunakan probability sampling, jenisnya adalah purposive sampling. Hasil dari
penelitian ini menunjukan bahwa penelitian ini mendukung hipotesis yang
diajukan: (1) Personality Traits berpengaruh secara positif dan signifikan terhadap
congruity, (2) Personality Traits berpengaruh secara positif dan signifikan terhadap
customer satisfaction, (3) Personality Traits berpengaruh secara positif dan
signifikan terhadap brand loyalty, (4) Congruity berpengaruh secara positif dan
signifikan terhadap customer satisfaction, (5) Congruity berpengaruh secara positif
dan signifikan terhadap brand loyalty, (6) Customer satisfaction berpengaruh
secara positif dan signifikan terhadap brand loyalty.
Kata kunci: Personality traits, self-congruity, customer satisfaction, brand

loyalty, coffee shop

3

ABSTRACT

THE INFLUENCE OF PERSONALITY TRAITS AND SELF-
CONGRUITY ON CUSTOMER SATISFACTION AND BRAND

LOYALTY IN EL'S COFFEE IN BANDAR LAMPUNG

BY

RAHMA SARITA

The development of a lifestyle in consuming coffee has long been a business
opportunity for entrepreneurs to set up coffee shops. Coffee shop managers are
becoming more aware that brand loyalty can be an effective strategy for
establishing a competitive advantage in business. To complement the current
understanding of the importance of coffee shop branding, it is important to conduct
research to find out how personality traits and personal suitability influence the
formation of customer satisfaction and brand loyalty. El's Coffee is a trusted coffee
shop in Bandar Lampung and is the first upper middle class coffee shop. This
research was conducted using quantitative research. The data in this research uses
primary data obtained by distributing questionnaires. The data obtained was then
analyzed descriptively and structurally by Equation Modeling (SEM) with 400
respondents. The sampling technique is carried out using probability sampling, the
type is purposive sampling. The results of this research indicate that this research
supports the hypothesis which states: (1) Personality traits have a positive and
significant effect on harmony, (2) Personality traits have a positive and significant
effect on customer satisfaction, (3) Personality traits have a positive and significant
effect on brand loyalty, (4) Congruity has a positive and significant effect on
customer satisfaction, (5) Congruity has a positive and significant effect on brand
loyalty, (6) Customer satisfaction has a positive and significant effect on brand
loyalty.
Key words: Personality traits, self-congruity, customer satisfaction, brand loyalty,
coffee shop}
}