PENGARUH PERSONALITY TRAITS DAN CONGRUITY TERHADAP CUSTOMER SATISFACTION DAN BRAND LOYALTY PADA STARBUCKS DI SURABAYA
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Keywords:
Personality traits, Congruity, Customer Satisfaction, Brand Loyalty, Coffee shop
Abstract
Abstrak - Tujuan penelitian ini adalah untuk menguji pengaruh dari personality traits dan congruity terhadap customer satisfaction dan brand loyalty pada Starbucks di Surabaya. Data yang diambil dari 150 konsumen Starbucks dianalisis dengan menggunakan Structural Equation Model (SEM) dengan program Statistical Package for Social Sciences (SPSS) versi 18 dan Lisrel versi 8.7. Responden secara acak diambil dari konsumen Starbucks di Kota Surabaya, Indonesia. Berdasarkan hasil pengujian, ditemukan bahwa variabel congruity tidak berpengaruh terhadap variabel customer satisfaction dan brand loyalty. Selain itu hasil pengujian menunjukkan bahwa personality traits berpengaruh positif dan signifikan terhadap congruity, customer satisfaction, dan brand loyalty.
Kata kunci: Personality traits, Congruity, Customer Satisfaction, Brand Loyalty, Coffee shop.
Abstract - The purpose of this study is to examine the effect of personality traits and congruity on customer satisfaction and brand loyalty of Starbucks in Surabaya. Data from 150 Starbucks’ customers were analyzed using Structural Equation Model (SEM) via the Statistical Package for Social Sciences computer program version 18 and Lisrel version 8.7. Respondents were randomly drawn from Starbucks’ customers in Surabaya city, Indonesia. Based from test results, it was found that congruity not impact on customer satisfaction and brand loyalty. Another result shows that personality traits have positive and significant impact on congruity, customer satisfaction, and brand loyalty.
Keywords: Personality traits, Congruity, Customer Satisfaction, Brand Loyalty, Coffee shop
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References
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Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, Vol. 34 No. 3: 347-356.
Atilgan, Eda, Safak Aksoy, and Serkan Akinci, 2005, Determinants Of The Brand Equity: A Verification Approach In The Beverage Industry In Turkey, Marketing Intelligence & Planning, Vol. 23 No. 3: 237-248.
Back, K. J., & Park, S. C., 2003. A brand loyalty model involving cognitive, affective, and conative brand loyalty and customer satisfaction. Journal of Hospitality & Tourism Research, Vol. 27 No.4: 419-435.
Beerli, A., Meneses, G. D., & Gil, S. M., 2007. Self-congruity and destination choice. Annals of Tourism Research, Vol. 34 No. 3: 571-587.
Bennett, R., Hartel, C. J. H., & Mccoll-Kennedy, J. R. 2005. Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to business settings. Industrial Marketing Management, Vol. 34 No. 1: 97-107.
Bhote, Keki R. 1996. Beyond Customer Satisfaction to Customer Loyalty. American Management Association. Hal 56.
Chon, K. S. 1992. Self-image/destination image congruity. Annals of Tourism Research, Vol. 19 No. 2, 360-363.
Cousins, J., Foskett, D., & Gillespie, C. 2002. Food and Beverage Management. London: Prentice Hall / Pearson Education.
Das, G. (2014). Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender. Journal of Retailing and Consumer Services, Vol. 21 No. 2: 130-138.
Durianto, D., Sugiarto, & Sitinjak, T., 2004. Strategi menaklukkan pasar melalui riset ekuitas dan perilaku konsumen. Jakarta: Gramedia.
Ekinci, Y., Sirakaya-Turk, E., & Preciado, S. (2013). Symbolic consumption of tourism destination brands. Journal of Business Research, Vol. 66 No.6: 711-718.
Eysenck, H.J. (1975), The Inequality of Man, EDITS Publishers, San Diego, CA.
Golsteyn & Schildberg-Hörisch. 2017, Challenges in research on preferences and personality traits: Measurement, stability, and inference. Journal of Economic Psychology, Vol. 60: 1–6
Govers, P. C. M., & Schoormans, J. P. L., 2005. Product personality and its influence on consumer preference. Journal of Consumer Marketing, Vol. 22 No. 4: 189-197.
Hafedh Ibrahim, Faouzi Najjar, 2008. Assessing the effects of self congruity, attitudes and customer satisfaction on customer behavioural intentions in retail environment, Marketing Intelligence & Planning, Vol. 26 Issue: 2: 207-227
Hair, Joseph F., William C. Black, Barry J. Babin, and Rolph E. Anderson, 2010, Multivariate Data Analysis 7th Edition, New Jersey: Pearson Education Inc.
Helgeson, J. G., & Supphellen, M. (2004). A conceptual and measurement comparison of self congruity and brand personality. International Journal of Marketing Research, Vol. 6 No.1: 205-233.
Homburg, C., & Giering, A. (2001). Moderators of the relationship between customer satisfaction and loyalty. An empirical analysis. Psychology & Marketing, Vol. 18 No.1: 43-66.
Hsieh, M. H., Pan, S. L., & Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis. Journal of Academy of Marketing Science,Vol. 32 No.3: 251-270.
Hultman, M., Skarmeas, D., Oghazi, P., & Beheshti, H. M. (2015). Achieving tourist loyalty through destination personality, satisfaction, and identification. Journal of Business Research, Vol. 68 No.11
Jang, Y. J., Kim, W. G., & Lee, H. Y. 2015. Coffee shop consumers’ emotional attachment and loyalty to green stores: The moderating role of green consciousness. International Journal of Hospitality Management, Vol. 44: 146-156.
Kang, J., Tang, L., Lee, J. Y., & Bosselman, R. H., 2012. Understanding customer behavior in name-brand Korean coffee shops: The role ofself congruity and functional congruity. International Journal of Hospitality Management, Vol. 31 No.3: 809-818.
Kara, A., Kaynak, E., & Kucukemiroglu, O. 1997. Marketing strategies for fast food restaurants: a customer view. British Food Journal.
Karinadewi, Ayunda Pranatiwi 2012, Today’s Special Coffee Toffee (Studi Deskripsi Faktor-faktor pertimbangan dalam mengemas produk Today’s Special Coffee Toffee), Tugas Akhir, Universitas Airlangga.
Kim, S.H., Kim, M. S., Lee D. H., 2016. The Effects of Personality Traits and Congruity on Customer Satisfaction and Brand Loyalty: Evidence from Coffee Shop Customers" In Advances in Hospitality and Leisure.
Kotler, P. (1980), Marketing Management: Analysis, Planning, Implementation and Control. New Jersey: Prentice Hall International.
Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, Vol. 59 No.9: 955-964.
Lee, H. S., Lee, Y. K., & Yoo, D. K. (2000). The determinants of perceived service quality and its relationship with satisfaction. Journal of Services Marketing, Vol. 14 No. 3: 217-231.
Lee, J., & Back, K. (2009). Examining the effect of self-image congruence, relative to education and networking, on conference evaluation through its competing models and moderating effect. Journal of Convention & Event Tourism, Vol. 10 No. 4: 256-275.
Lee, D., & Hyman, M. R. (2008). Hedonic/functional congruity between stores and private label brands. The Journal of Marketing Theory and Practice, Vol. 16 No. 3: 219-232.
Lin, L. Y., 2010, The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers", Journal of Product & Brand Management, Vol. 19 Iss 1 pp. 4-17
Matzler, K., Bidmon, S., & Grabner-Krauter, S. (2006). Individual determinants of brand affect: The role of the personality traits of extraversion and openness to experience.
Mawson, E., & Fearne, A. 1996. Purchasing strategies and decision-making processes in the food service industry: a case study of UK restaurant chains. Supply Chain Management International Journal, Vol. 1 No. 3: 34-41.
Oliver, R. L. (1999). Whence consumer loyalty. Journal of Marketing, Vol. 63 No. 4: 315-341.
Rangkuti, Freddy, 2004, The Power of Brands: Teknik Mengelola Brand Equity dan Strategi Pengembangan Merek, Jakarta: PT. Gramedia Pustaka Utama.
Rosowsky, E., & Sega, D. L. (2012). Marital satisfaction and personality traits in long term marriages: An exploratory study. Clinical Gerontologist, Vol. 35 No.2: 77-87.
Sahin, A., Zahir, C., & Kitapc¸ ı, H., 2011. The effects of brand experiences, trust and satisfaction on building brand loyalty: An empirical research on global brands. Procedia-Social and Behavioral Sciences, Vol. 24: 1288-1301.
Schiffman, Leon. G and Kanuk, Leslie Lazar, 2004. Consumer Behavior 8th edition. Pearson Prentice Hall. Hal 14
Sirgy, M. J. (2015). Self-image/product-image congruity and advertising strategy. In Proceedings of the 1982 Academy of Marketing Science (AMS) annual conference (pp. 129-133). Springer International Publishing.
Sirgy, M. J., & Su, C., 2000. Destination image, self-congruity, and travel behavior: Toward an integrative model. Journal of Travel Research, Vol. 38 No. 4: 340-352.
Soekresno, 2002. Manajemen food & beverage service hotel, Jakarta: PT.Gramedia Pustaka Utama.
Vazquez-Carrasco, R., & Foxall, G. R. (2006). Influence of personality traits on satisfaction, perception of relational benefits, and loyalty in a personal service context. Journal of Retailing and Consumer Services, Vol. 13 No. 3: 205-219.
Weinberg, R. S., & Gould, D. (1999). Personality and sport. Foundations of Sport and Exercise Psychology: 25-46.
Zikmund, William G., 2003, Business Research Methods 7th Edition, South Western: Thomson. http://www.kemenperin.go.id/artikel/15421/Menperin:-Gaya-Hidup
Dorong-Industri-Kopi-Tumbuh, diunduh tanggal 9 April 2017
http://www.indonesia-investments.com/id/bisnis/komoditas/kopi/item186?, diunduh 9 April 2017
http://www.wikipedia.com/starbucks, diunduh 9 April 2017
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, Vol. 34 No. 3: 347-356.
Atilgan, Eda, Safak Aksoy, and Serkan Akinci, 2005, Determinants Of The Brand Equity: A Verification Approach In The Beverage Industry In Turkey, Marketing Intelligence & Planning, Vol. 23 No. 3: 237-248.
Back, K. J., & Park, S. C., 2003. A brand loyalty model involving cognitive, affective, and conative brand loyalty and customer satisfaction. Journal of Hospitality & Tourism Research, Vol. 27 No.4: 419-435.
Beerli, A., Meneses, G. D., & Gil, S. M., 2007. Self-congruity and destination choice. Annals of Tourism Research, Vol. 34 No. 3: 571-587.
Bennett, R., Hartel, C. J. H., & Mccoll-Kennedy, J. R. 2005. Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to business settings. Industrial Marketing Management, Vol. 34 No. 1: 97-107.
Bhote, Keki R. 1996. Beyond Customer Satisfaction to Customer Loyalty. American Management Association. Hal 56.
Chon, K. S. 1992. Self-image/destination image congruity. Annals of Tourism Research, Vol. 19 No. 2, 360-363.
Cousins, J., Foskett, D., & Gillespie, C. 2002. Food and Beverage Management. London: Prentice Hall / Pearson Education.
Das, G. (2014). Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender. Journal of Retailing and Consumer Services, Vol. 21 No. 2: 130-138.
Durianto, D., Sugiarto, & Sitinjak, T., 2004. Strategi menaklukkan pasar melalui riset ekuitas dan perilaku konsumen. Jakarta: Gramedia.
Ekinci, Y., Sirakaya-Turk, E., & Preciado, S. (2013). Symbolic consumption of tourism destination brands. Journal of Business Research, Vol. 66 No.6: 711-718.
Eysenck, H.J. (1975), The Inequality of Man, EDITS Publishers, San Diego, CA.
Golsteyn & Schildberg-Hörisch. 2017, Challenges in research on preferences and personality traits: Measurement, stability, and inference. Journal of Economic Psychology, Vol. 60: 1–6
Govers, P. C. M., & Schoormans, J. P. L., 2005. Product personality and its influence on consumer preference. Journal of Consumer Marketing, Vol. 22 No. 4: 189-197.
Hafedh Ibrahim, Faouzi Najjar, 2008. Assessing the effects of self congruity, attitudes and customer satisfaction on customer behavioural intentions in retail environment, Marketing Intelligence & Planning, Vol. 26 Issue: 2: 207-227
Hair, Joseph F., William C. Black, Barry J. Babin, and Rolph E. Anderson, 2010, Multivariate Data Analysis 7th Edition, New Jersey: Pearson Education Inc.
Helgeson, J. G., & Supphellen, M. (2004). A conceptual and measurement comparison of self congruity and brand personality. International Journal of Marketing Research, Vol. 6 No.1: 205-233.
Homburg, C., & Giering, A. (2001). Moderators of the relationship between customer satisfaction and loyalty. An empirical analysis. Psychology & Marketing, Vol. 18 No.1: 43-66.
Hsieh, M. H., Pan, S. L., & Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis. Journal of Academy of Marketing Science,Vol. 32 No.3: 251-270.
Hultman, M., Skarmeas, D., Oghazi, P., & Beheshti, H. M. (2015). Achieving tourist loyalty through destination personality, satisfaction, and identification. Journal of Business Research, Vol. 68 No.11
Jang, Y. J., Kim, W. G., & Lee, H. Y. 2015. Coffee shop consumers’ emotional attachment and loyalty to green stores: The moderating role of green consciousness. International Journal of Hospitality Management, Vol. 44: 146-156.
Kang, J., Tang, L., Lee, J. Y., & Bosselman, R. H., 2012. Understanding customer behavior in name-brand Korean coffee shops: The role ofself congruity and functional congruity. International Journal of Hospitality Management, Vol. 31 No.3: 809-818.
Kara, A., Kaynak, E., & Kucukemiroglu, O. 1997. Marketing strategies for fast food restaurants: a customer view. British Food Journal.
Karinadewi, Ayunda Pranatiwi 2012, Today’s Special Coffee Toffee (Studi Deskripsi Faktor-faktor pertimbangan dalam mengemas produk Today’s Special Coffee Toffee), Tugas Akhir, Universitas Airlangga.
Kim, S.H., Kim, M. S., Lee D. H., 2016. The Effects of Personality Traits and Congruity on Customer Satisfaction and Brand Loyalty: Evidence from Coffee Shop Customers" In Advances in Hospitality and Leisure.
Kotler, P. (1980), Marketing Management: Analysis, Planning, Implementation and Control. New Jersey: Prentice Hall International.
Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, Vol. 59 No.9: 955-964.
Lee, H. S., Lee, Y. K., & Yoo, D. K. (2000). The determinants of perceived service quality and its relationship with satisfaction. Journal of Services Marketing, Vol. 14 No. 3: 217-231.
Lee, J., & Back, K. (2009). Examining the effect of self-image congruence, relative to education and networking, on conference evaluation through its competing models and moderating effect. Journal of Convention & Event Tourism, Vol. 10 No. 4: 256-275.
Lee, D., & Hyman, M. R. (2008). Hedonic/functional congruity between stores and private label brands. The Journal of Marketing Theory and Practice, Vol. 16 No. 3: 219-232.
Lin, L. Y., 2010, The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers", Journal of Product & Brand Management, Vol. 19 Iss 1 pp. 4-17
Matzler, K., Bidmon, S., & Grabner-Krauter, S. (2006). Individual determinants of brand affect: The role of the personality traits of extraversion and openness to experience.
Mawson, E., & Fearne, A. 1996. Purchasing strategies and decision-making processes in the food service industry: a case study of UK restaurant chains. Supply Chain Management International Journal, Vol. 1 No. 3: 34-41.
Oliver, R. L. (1999). Whence consumer loyalty. Journal of Marketing, Vol. 63 No. 4: 315-341.
Rangkuti, Freddy, 2004, The Power of Brands: Teknik Mengelola Brand Equity dan Strategi Pengembangan Merek, Jakarta: PT. Gramedia Pustaka Utama.
Rosowsky, E., & Sega, D. L. (2012). Marital satisfaction and personality traits in long term marriages: An exploratory study. Clinical Gerontologist, Vol. 35 No.2: 77-87.
Sahin, A., Zahir, C., & Kitapc¸ ı, H., 2011. The effects of brand experiences, trust and satisfaction on building brand loyalty: An empirical research on global brands. Procedia-Social and Behavioral Sciences, Vol. 24: 1288-1301.
Schiffman, Leon. G and Kanuk, Leslie Lazar, 2004. Consumer Behavior 8th edition. Pearson Prentice Hall. Hal 14
Sirgy, M. J. (2015). Self-image/product-image congruity and advertising strategy. In Proceedings of the 1982 Academy of Marketing Science (AMS) annual conference (pp. 129-133). Springer International Publishing.
Sirgy, M. J., & Su, C., 2000. Destination image, self-congruity, and travel behavior: Toward an integrative model. Journal of Travel Research, Vol. 38 No. 4: 340-352.
Soekresno, 2002. Manajemen food & beverage service hotel, Jakarta: PT.Gramedia Pustaka Utama.
Vazquez-Carrasco, R., & Foxall, G. R. (2006). Influence of personality traits on satisfaction, perception of relational benefits, and loyalty in a personal service context. Journal of Retailing and Consumer Services, Vol. 13 No. 3: 205-219.
Weinberg, R. S., & Gould, D. (1999). Personality and sport. Foundations of Sport and Exercise Psychology: 25-46.
Zikmund, William G., 2003, Business Research Methods 7th Edition, South Western: Thomson. http://www.kemenperin.go.id/artikel/15421/Menperin:-Gaya-Hidup
Dorong-Industri-Kopi-Tumbuh, diunduh tanggal 9 April 2017
http://www.indonesia-investments.com/id/bisnis/komoditas/kopi/item186?, diunduh 9 April 2017
http://www.wikipedia.com/starbucks, diunduh 9 April 2017
Published
2020-11-08
Section
Bidang Manajemen (M)
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