Pengukuran Self-Brand Congruity Pada Industri Kuliner (original) (raw)

The dynamics in consumer behaviors that are getting smarter requires companies strive to provide the best deals. Consumers are more selective in choosing a brand that suits their desires. When a brand has a strong personality, it will be easy for consumers to adjust to achieve conformity to the brand. Therefore the self-concept and brand personality can be formed in a concept namely Self-Brand Congruity. The purpose of this study is to analyze the factors that are measurements of Self-Brand Congruity which are adapted from self-concept and brand personality. The development of self-concept is done by focusing on the psychological process of consumers which is the main weakness in previous research. The survey was conducted on 178 consumers of Cafes and Restaurants in Tasikmalaya, who are over 18 years of age and have visited more than once. To determine the measurements of the self-brand congruity variables in Cafes and Restaurants in Tasikmalaya City, Confirmatory Factor Analysis i...