<![CDATA[This study investigates the effect of brand authenticity as a mediator of self-congruity relationships on coffee shops consumer loyalty. Data obtained by cross-sectional method with convenience/accidental sampling through an online survey platform. Four hundred thirty responses (44.4% male) were collected from consumers of various brands of coffee shops located in DIY. The mediation effect hypothesis was tested using a bootstrapping approach and additional analysis of the causal step approach using the Sobel test. Self-congruity and brand authenticity have a positive effect on brand loyalty. There is a partial mediating effect produced by brand authenticity on the relationship between self-congruity and brand loyalty. Consumers' consideration to be loyal to the brand is not only based on the suitability of their self-concept with the brand image/brand users image (self-congruity), but also the brand's authenticity.]]>
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