<> "The repository administrator has not yet configured an RDF license."^^ . <> . . . "PEGARUH PERSONALITY TRAITS DAN SELF-CONGRUITY TERHADAP\r\nCUSTOMER SATISFACTION DAN BRAND LOYALTY PADA\r\n\r\nEL’S COFFEE DI BANDAR LAMPUNG"^^ . "Perkembangan gaya hidup dalam mengonsumsi kopi telah lama menjadi peluang\r\nbisnis bagi para pengusaha untuk mendirikan kedai kopi. Pengelola kedai kopi\r\nmenjadi lebih sadar bahwa loyalitas merek dapat menjadi strategi yang efektif\r\nuntuk membentuk keunggulan kompetitif dalam bisnis. Untuk melengkapi\r\npemahaman saat ini tentang pentingnya branding kedai kopi, maka penting\r\ndiadakannya penelitian untuk mengetahui bagaimana pengaruh personality traits\r\ndan self-congruity dalam pembentukan customer satisfaction dan brand loyalty.\r\nEl’s Coffee adalah Coffee shop terpercaya di Bandar Lampung dan merupakan\r\ncoffee shop kelas menengah ke atas pertama. Penelitian ini dilakukan dengan\r\nmenggunakan penelitian kuantitatif. Data dalam penelitian ini menggunakan data\r\nprimer yang diperoleh dengan menyebarkan kuesioner. Data yang diperoleh\r\nkemudian dianalisis secara deskriptif dan structural equation modeling (SEM)\r\ndengan 400 responden. Teknik pengambilan sampel dilakukan dengan\r\nmenggunakan probability sampling, jenisnya adalah purposive sampling. Hasil dari\r\npenelitian ini menunjukan bahwa penelitian ini mendukung hipotesis yang\r\ndiajukan: (1) Personality Traits berpengaruh secara positif dan signifikan terhadap\r\ncongruity, (2) Personality Traits berpengaruh secara positif dan signifikan terhadap\r\ncustomer satisfaction, (3) Personality Traits berpengaruh secara positif dan\r\nsignifikan terhadap brand loyalty, (4) Congruity berpengaruh secara positif dan\r\nsignifikan terhadap customer satisfaction, (5) Congruity berpengaruh secara positif\r\ndan signifikan terhadap brand loyalty, (6) Customer satisfaction berpengaruh\r\nsecara positif dan signifikan terhadap brand loyalty.\r\nKata kunci: Personality traits, self-congruity, customer satisfaction, brand\r\n\r\nloyalty, coffee shop\r\n\r\n3\r\n\r\nABSTRACT\r\n\r\nTHE INFLUENCE OF PERSONALITY TRAITS AND SELF-\r\nCONGRUITY ON CUSTOMER SATISFACTION AND BRAND\r\n\r\nLOYALTY IN EL'S COFFEE IN BANDAR LAMPUNG\r\n\r\nBY\r\n\r\nRAHMA SARITA\r\n\r\nThe development of a lifestyle in consuming coffee has long been a business\r\nopportunity for entrepreneurs to set up coffee shops. Coffee shop managers are\r\nbecoming more aware that brand loyalty can be an effective strategy for\r\nestablishing a competitive advantage in business. To complement the current\r\nunderstanding of the importance of coffee shop branding, it is important to conduct\r\nresearch to find out how personality traits and personal suitability influence the\r\nformation of customer satisfaction and brand loyalty. El's Coffee is a trusted coffee\r\nshop in Bandar Lampung and is the first upper middle class coffee shop. This\r\nresearch was conducted using quantitative research. The data in this research uses\r\nprimary data obtained by distributing questionnaires. The data obtained was then\r\nanalyzed descriptively and structurally by Equation Modeling (SEM) with 400\r\nrespondents. The sampling technique is carried out using probability sampling, the\r\ntype is purposive sampling. The results of this research indicate that this research\r\nsupports the hypothesis which states: (1) Personality traits have a positive and\r\nsignificant effect on harmony, (2) Personality traits have a positive and significant\r\neffect on customer satisfaction, (3) Personality traits have a positive and significant\r\neffect on brand loyalty, (4) Congruity has a positive and significant effect on\r\ncustomer satisfaction, (5) Congruity has a positive and significant effect on brand\r\nloyalty, (6) Customer satisfaction has a positive and significant effect on brand\r\nloyalty.\r\nKey words: Personality traits, self-congruity, customer satisfaction, brand loyalty,\r\ncoffee shop"^^ . "2024-05-31" . . . . . "UNIVERSITAS LAMPUNG"^^ . . . "FAKULTAS EKONOMI DAN BISNIS , UNIVERSITAS LAMPUNG"^^ . . . . . . . . . "SARITA "^^ . "RAHMA "^^ . "SARITA RAHMA "^^ . . . . . . "PEGARUH PERSONALITY TRAITS DAN SELF-CONGRUITY TERHADAP\r\nCUSTOMER SATISFACTION DAN BRAND LOYALTY PADA\r\n\r\nEL’S COFFEE DI BANDAR LAMPUNG (File PDF)"^^ . . . "open[1]"^^ . . . "PEGARUH PERSONALITY TRAITS DAN SELF-CONGRUITY TERHADAP\r\nCUSTOMER SATISFACTION DAN BRAND LOYALTY PADA\r\n\r\nEL’S COFFEE DI BANDAR LAMPUNG (File PDF)"^^ . . . "PEGARUH PERSONALITY TRAITS DAN SELF-CONGRUITY TERHADAP\r\nCUSTOMER SATISFACTION DAN BRAND LOYALTY PADA\r\n\r\nEL’S COFFEE DI BANDAR LAMPUNG (File PDF)"^^ . . . "open[1]"^^ . . "HTML Summary of #81525 \n\nPEGARUH PERSONALITY TRAITS DAN SELF-CONGRUITY TERHADAP \nCUSTOMER SATISFACTION DAN BRAND LOYALTY PADA \n \nEL’S COFFEE DI BANDAR LAMPUNG\n\n" . "text/html" . . . "330 Ekonomi" . . . "650 Manajemen dan layanan tambahan" . .