The Effect of Self-Congruity and Trust Toward Brand Loyalty Based on Image Congruity Theory
نویسندگان
چکیده
The purpose of this research is to recognize the influence self-congruity and trust on brand loyalty in expedition services based image congruity theory. number illustrations taken using 209 people, with universal criteria Yogyakarta Central Java. Truts variable becomes a novelty research. This theory which presents suitability cognitive-based self-image consumer self-concept. gap self-congruity, has different results previous studies. In quantitative procedures, method taking uses purposive sampling. information testing process IBM SPSS 22 SEM Application- AMOS 24. prove that there are four supported hypotheses one hypothesis not supported. Trust does affect significant.
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ژورنال
عنوان ژورنال: Indonesian Journal of Economics and Management
سال: 2023
ISSN: ['2747-0695']
DOI: https://doi.org/10.35313/ijem.v3i2.4726