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


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.


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

Full Text:



Aguirre-Rodriguez, A., Bosnjak, M., & Sirgy, M. J. (2012). Moderators of the self-congruity effect on consumer decision-making: A meta-analysis. Journal of Business Research, 65(8), 1179–1188.

Alhaddad, A. (2015). Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Reasearch in Business and Management, 3(4), 01–08.

Andervazh, L., Shohani, M., Tamimi, H., Diyaleh, P., & Alnasere, S. (2016). The Effects of brand perceived quality and awareness on brand loyalty (Case Study: Carbonated drinks). International Journal of Advanced Biotechnology and Research (IJBR), 7, 202–209.

Arnould, E., & Price, L. (2000). Authenticating acts and authoritative performances. In S. Ratneshwar, D. G. Mick, & C. Huffman (Ed.), The Why of Consumption: Contemporary Perspectives on Consumers’ Motives, Goals, and Desires (hal. 138). Routledge.

Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182.

Baudrillard, J. (1995). Simulacra and Simulation. University of Michigan Press. (2018). Bisnis Warung Kopi Di Yogyakarta Cukup Menjanjikan. In

Christine, M., & Prinsloo, M. (2015). Authenticity in marketing: a response to consumer resistance? Journal of Marketing and Consumer Behaviour in Emerging Markets, 2015(2), 15–32.

Firat, A. F., & Venkatesh, A. (1995). Liberatory postmodernism and the reenchantment of consumption. Journal of Consumer Research, 22(3), 239.

Hackett, P. M. W. (2018). Quantitative Research Methods in Consumer Psychology. Routledge.

Hayes, A. F. (2018). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach (2 ed.). The Guildford Press.

Hong-Youl Ha. (2012). Effects of perceived quality and satisfaction on brand loyalty in China: The moderating effect of customer orientation. African Journal of Business Management, 6(22), 6745–6753.

Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. Repeat purchasing behavior. Journal of Marketing Research, 10(1), 1.

Kang, J., Tang, L., & Lee, J. Y. (2015). Self-congruity and functional congruity in brand loyalty. Journal of Hospitality and Tourism Research, 39(1), 105–131.

Kassim, A. W. M., Igau, O. a., Harun, A., & Tahajuddin, S. (2014). Mediating effect of customer satisfaction on perceived product quality, perceived value, and their relation to brand loyalty. International Journal of Research in Management & Business Studies (IJRMBS), 1(2).

Kim, W. C., & Mauborgne, R. (2015a). Red Ocean Traps. The mental models that undermine market-creating strategies. Harvard Business Review, 68–74.

Kim, W. C., & Mauborgne, R. A. (2015b). Blue Ocean Strategy (Expanded Edition): How to Create Uncontested Market Space and Make the Competition Irrelevant (Expanded). Harvard Business Review Press.

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. John Wiley & Sons.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15 ed.). Pearson.

Malhotra, N. K. (1988). Self concept and product choice: An integrated perspective. Journal of Economic Psychology, 9(1), 1–28.

Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200–218.

Oliver, R. L. (2010). Satisfaction: A behavioral perspectif on consumer (2 ed.). Routledge.

PT Muda Bangun Semesta. (2020). Prospektus BENTO KOPI.

Pusat Data dan Sistem Informasi Pertanian Sekretariat Jenderal Kemeterian Pertanian Republik Indonesia. (2020). Buku Outlook Komoditas Perkebunan Kopi Tahun 2020.

Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12 ed.). Pearson. (2018). Ralali Tangkap Peluang Bisnis Kedai Kopi di Yogyakarta. In Selular.ID.

Shamah, R. A. M., Mason, M. C., Moretti, A., & Raggiotto, F. (2018). Investigating the antecedents of African fast food customers’ loyalty: A self-congruity perspective. Journal of Business Research, 86(October 2016), 446–456.

Sirgy, M. J. (2018). Self-congruity theory in consumer behavior: A little history. Journal of Global Scholars of Marketing Science, 28(2), 197–207.

Sirgy, M. J., & Su, C. (2000). Destination image, self-congruity, and travel behavior: Toward an integrative model. Journal of Travel Research, 38(4), 340–352.

Toffin, & Majalah MIX. (2019). 2020 Brewing in Indonesia: Insights for Successful Coffee Shop Business.



  • There are currently no refbacks.

Copyright (c) 2021 Susilo Hidayat, Farida Agus Setiawati

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Our Journal is Indexed by:

sinta scholarcrossref


View the journal's visitor statistics
e-ISSN: 2614-7041 | p-ISSN: 2614-0403

Creative Commons License
Psychological Research and Intervention is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Based on a work at