Brand Loyalty pada Hotel: Peran Brand personality dalam Konteks The Apurva Kempinski Bali

Kartika Kartika; Belinda Christiana; Vido Iskandar

doi:10.9744/jmp.11.2.78-94

Authors

Kartika Universitas Kristen Petra
Belinda Christiana Universitas Kristen Petra
Vido Iskandar Universitas Kristen Petra

DOI:

https://doi.org/10.9744/jmp.11.2.78-94

Keywords:

brand personality, self-congruity, functional congruity, brand loyalty

Abstract

Penelitian ini bertujuan mengamati dampak brand personality, self-congruity, dan functional congruity terhadap brand loyalty di The Apurva Kempinski Bali. Dari 121 responden yang pernah menginap, hasil analisis menggunakan SmartPLS 4.0 menunjukkan bahwa Brand personality tidak berpengaruh signifikan terhadap brand loyalty. Namun, self-congruity dan functional congruity berperan sebagai mediator serta berpengaruh positif dan signifikan terhadap brand loyalty. Selain itu, Brand personality juga berpengaruh positif dan signifikan terhadap self-congruity dan functional congruity.

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