Brand Authenticity as a Mediator of Relationship Between Self-Congruity and Consumer Loyalty

Susilo Hidayat; Farida Agus Setiawati

doi:10.21831/pri.v4i1.43949

Brand Authenticity as a Mediator of Relationship Between Self-Congruity and Consumer Loyalty

Susilo Hidayat, Department of Psychology, Universitas Negeri Yogyakarta, Indonesia
Farida Agus Setiawati, Department of Psychology, Universitas Negeri Yogyakarta, Indonesia

10.21831/pri.v4i1.43949

Abstract

This study investigates the effect of brand authenticity as a mediator of self-congruity relationships on coffee shops consumer loyalty. Data obtained by cross-sectional method with convenience/accidental sampling through an online survey platform. Four hundred thirty responses (44.4% male) were collected from consumers of various brands of coffee shops located in DIY. The mediation effect hypothesis was tested using a bootstrapping approach and additional analysis of the causal step approach using the Sobel test. Self-congruity and brand authenticity have a positive effect on brand loyalty. There is a partial mediating effect produced by brand authenticity on the relationship between self-congruity and brand loyalty. Consumers' consideration to be loyal to the brand is not only based on the suitability of their self-concept with the brand image/brand users image (self-congruity), but also the brand's authenticity.

Keywords

Brand authenticity; brand loyalty; self-congruity; coffee shop

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DOI: https://doi.org/10.21831/pri.v4i1.43949