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All Journal ASEAN Marketing Journal Bisma : Business and Management Journal
Anjani, Dela
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Social Sciences

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THE INFLUENCE OF SELF-CONGRUITY ON CUSTOMER LOYALTY OF COFFEE SHOPS: EVIDENCE FROM GLOBAL-CHAIN AND LOCAL-CHAIN COFFEE SHOPS IN INDONESIA Anjani, Dela; Dewi, Ike Janita
ASEAN Marketing Journal Vol. 12, No. 2
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research Paper Research Aims: This paper seeks to examine the concept of “self-congruity” and its direct and indirect impacts on consumer loyalty of global versus local coffee shops. Design/methodology/approach: The study is a quantitative study using online survey on 400 respondents, which were distributed evenly to consumers of Starbucks (as a global coffee shop) and Anomali Coffee (as a local coffee shop in Jakarta, Indonesia). This paper employs Structural Equation Modelling (SEM) to study the relationships amongst variables. Research Findings: Results of the research show that generally self-congruity has a positive direct and indirect effect on customer loyalty. Theoretical Contribution/Originality: The research conveys that self-congruity consistently predicts consumer loyalty in various research settings, while environment perception, service perception, product perception, and price perception can influence consumer loyalty in different manners depending on the research context. The research contexts studied (global versus local coffee shops) also contributes to the discussion of globalization effects. Practitioner/Policy Implications: Life style products should develop strategies to match the product’s concepts with those of consumer values, particularly with regards to products with global versus local images. Furthermore, managers should pay attention to their pricing strategies where price perception can influence consumer loyalty. Research limitation/Implications: This study overlooks stages in the consumer’s purchase decision process where self-congruity can particularly affect a certain stage to finally result in consumer loyalty
Pengaruh Mata Uang Digital Dalam Transformasi Pembayaran Elektronik Anjani, Dela
BISMA : Business and Management Journal Vol. 1 No. 03 (2023): Bisma : Business and Management Journal
Publisher : CV. Kalimasada Group

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59966/bisma.v1i03.574

Abstract

The aim of this research is to investigate the impact of digital currencies in changing the electronic payments ecosystem using a quantitative approach. In the ever-evolving digital era, digital currency has become a key element in the electronic payment process. This research uses quantitative data collected from transaction statistics and economic analysis to describe the changesthat occur. The research results show that digital currencies have significantly changed the way electronic payments are made. There has been a significant increase in the number of transactions involving digital currencies, and the use of digital currencies is becoming more pervasive in consumers' daily lives. Transaction efficiency and speed have increased, while transaction costs arerelatively lower. This research also reveals that digital currency adoption still depends on factors such as consumer knowledge, level of trust in technology, and perceived transaction security. Along with positive influences, this research also notes issues related to regulation of digital currencies that can affect the stability of the electronic paymentseco system. These results provide important insights for stakeholders in the electronic payments industry, as well as regulatory authorities who need to consider policies that support the development of digital currencies in the context of continuously evolving electronic payments.
Co-Authors Ike Janita Dewi