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All Journal Journal of Entrepreneurship & Business
Saifullah Saifullah
Universitas Surabaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Effect of Personality Traits And Congruity on Customer Satisfaction and Brand Loyalty on Janji Jiwa Coffee in Surabaya Saifullah Saifullah; Dudi Anandya; Indarini Indarini
Journal of Entrepreneurship and Business Vol. 1 No. 2 (2020): Journal of Entrepreneurship and Business (September)
Publisher : Program MM Universitas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (750.585 KB) | DOI: 10.24123/jeb.v1i2.2974

Abstract

The purpose of this research aims to prove the effect of personality traits and congruity to customer satisfaction and brand loyalty on Janji Jiwa in Surabaya. The type of research used is basic business research with causal objectives and quantitative research approaches. This research uses a purposive sampling approach with the sample is respondents aged 18 years and above and have consumed Samyang instant noodles. Respondents used in this study were 180 people. The analysis in this study is SEM (Structural Equation Modeling) and then processed using SPSS software version 20 for windows and also AMOS version 21.0 for windows used for testing the Measurement Model (Outer Model) and Structural Model (Inner Model). Keywords: personality traits, congruity, customer satisfaction, brand loyalty
Co-Authors . Indarini Dudi Anandya