THE IMPACT OF PERSONALITY TRAITS AND PERSONAL SUITABILITY ON THE LEVEL OF SATISFACTION AND LOYALTY OF WEST JAKARTA COFFEE SHOP CONSUMERS

Authors

  • Calvin Jonathan
  • Rodhiah Rodhiah Faculty of Economics & Business Tarumanagara University Jakarta Indonesia, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v8i1.12851

Abstract

This study aims to examine the influence of personality traits and self-congruence on the level of customer satisfaction and loyalty in coffee shops in West Jakarta. Coffee shops provide an interesting context for understanding how personality traits and self-congruity can shape consumer experiences in the cafe environment. The population of this study were coffee shop customers in the western Jakarta area. This study used a sample of 120 respondents. The research method in this study was non-probability sampling using the purposive sampling sample collection technique. Data collection was carried out by distributing questionnaires via Google Forms to a sample of regular coffee shop customers in West Jakarta. The questionnaire questions were designed to measure personality traits, perceived self-congruity with the coffee shop brand, level of satisfaction, and level of customer loyalty. The data were analyzed using SEM (structural equation modeling) through the SmartPLS4 software application. The results showed that personality traits, self-congruity, and satisfaction each have a positive and significant influence. However, personality traits and loyalty have a negative and insignificant effect. The results of this study can provide deep insight into how psychological and social factors affect the level of customer satisfaction and loyalty in West Jakarta coffee shops, and these findings can be used by all coffee shops in providing strategic guidance, improving customer experience, optimizing brand image, and building sustainable consumer loyalty in an increasingly competitive coffee market. Keywords: Personality Traits, Self-Congruity, Customer Satisfaction and Loyalty

Author Biography

Rodhiah Rodhiah, Faculty of Economics & Business Tarumanagara University Jakarta Indonesia

Faculty of Economics & Business Tarumanagara University Jakarta Indonesia

References

Ahmad Nizar Rangkuti, S. Si., M. P. (2019). Menentukan jumlah sampel dalam penelitian. Padangsidimpuan. https://www.iain- padangsidimpuan.ac.id/bagaimana-menentukan-jumlah-sampel-dalam-penelitian/

Babbie, E. R. (2007). The Basics of Social Research, 4th Edition. Thompson Higher Education.

Bintoro, A. (2019). Pengaruh personality traits dan congruity terhadap customer satisfaction dan brand loyalty pada starbucks di surabaya. Jurnal Ilmiah Mahasiswa Universitas Surabaya, 8.

Chen, L., Halepoto, H., Liu, C., Kumari, N., Yan, X., Du, Q., & Memon, H.(2021). Relationship analysis among apparel brand image, self-congruity,and consumers’ purchase intention. Sustainability (Switzerland), 13(22), 1–16.https://doi.org/10.3390/su132212770

Ghozali, I., & Latan, H. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0 untuk penelitian empiris. Semarang: Badan Penerbit UNDIP

Ghozali, Imam. 2016. Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (Edisi 8). Cetakan ke VIII. Semarang : Badan Penerbit Universitas Diponegoro

Ghozali, I. (2018). “Aplikasi Analisis Multivariate Dengan Pogram IBM SPSSâ€Edisi Sembilan.Semarang:Badan Penerbit Universitas Diponegoro

Ghozali, I., & Latan, H. (2021). Partial Least Squares, Konsep, Teknik, dan Aplikasi Menggunakan Program SmartPLS 3.2.9 Untuk Peneliti. Universitas Diponegoro.

Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. https://doi.org/10.1016/j.jbusres.2019.11.069

Ha, HY, & Park, K. (2012). Pengaruh kualitas yang dirasakan dan kepuasan pada loyalitas merek di Cina: Efek moderasi dari orientasi pelanggan. Jurnal Manajemen Bisnis Afrika.

Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). the Effect of SocialMedia Influencer on Brand Image, Self-Concept, and Purchase Intention.Journal of Consumer Sciences, 4(2), 76–89.https://doi.org/10.29244/jcs.4.2.76-89

Imam Ghozali, M.Com, Ph.D, CA, A. (2018). aplikasi analisis multivaraiten IBM SPSS (8th ed.). universitas diponegoro

J. Nam, Y. Ekinci, G. W. (2011). Brand equity, brand loyalty and consumer satisfaction. Ann. Tour. Res, 38, 1009–1030.

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. Advances in Hospitality and Leisure, 12, 3–33. https://doi.org/10.1108/S1745-354220160000012001

Kressmann, F., Sirgy, MJ, Herrmann, A., Huber, F., Huber, S., & Lee, D. (2006). Efek langsung dan tidak langsung dari keselarasan citra diri pada loyalitas merek. Jurnal Riset Bisnis.

Lee, D., & Hyman, M. (2008). Kesesuaian hedonis/fungsional antara toko dan pribadi merek label. . . Jurnal Teori Dan Praktik Pemasaran, 16, 216–2312.

M. Purnomo, Y. Yuliati, A. Shinta, F. D. R. (2021). Developing coffee culture among indonesia’s middle-class: A case study in a coffee-producing country. Cogent Soc. Sci, 12. https://doi.org/10.1080/23311886.2021.1949808

Margaretha, R., & Rodhiah, R. (2021). Brand Experience, Brand Image, and Brand Trust to Nike’s Loyalty Brand in Jakarta. Budapest International Research and Critics Institute (BIRCI-Journal). https://doi.org/10.33258/birci.v4i4.3504

Nguyen, D. T., Nguyen, T. T. H., Nguyen, K. O., Pham, T. T. H., & Nguyen, T. H. (2023). Brand personality and revisit intention: the mediating role of tourists’ self-image congruity. Tourism and Hospitality Management, 29(2), 235–248. https://doi.org/10.20867/thm.29.2.8

Nuniek Tri Yuntanti, Agus Suroso, R. P. S. (2019). Pengaruh factor ciri kepribadian dan kepribadian merek terhadap loyalitas merek smartphone oppo. Jurnal Ekonomi Bisnis Dan Akuntansi, 21.

.Sirgy, MJ, Lee, DJ, Johar, JS, & Tidwell, J. (2008). Pengaruh kesesuaian diri dengan kapal sponsor pada loyalitas merek. Jurnal Penelitian Bisnis.

Starbucks. (2021). Fiscal 2021 Annual Report.

Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta, CV.

Tjiptono, F. (2008). Mewujudkan Layanan Prima. Andi Offset.

Tjiptono, F. (2014). Pemasaran Jasa. Prinsip, Penerapan, Penelitian. Andi Offset.

Untarini, N. (2018). BISMA ‘Bisnis dan Manajemen.

Widjaja, Oey Hannes, and Herlina Budiono. "Pengaruh orientasi kewirausahaan, efikasi diri, kreativitas terhadap kinerja usaha coffee shop." Prosiding SENAPENMAS 2.1 (2022): 832-842.

Downloads

Published

2024-03-30

How to Cite

Jonathan, C., & Rodhiah, R. (2024). THE IMPACT OF PERSONALITY TRAITS AND PERSONAL SUITABILITY ON THE LEVEL OF SATISFACTION AND LOYALTY OF WEST JAKARTA COFFEE SHOP CONSUMERS. International Journal of Economics, Business and Accounting Research (IJEBAR), 8(1). https://doi.org/10.29040/ijebar.v8i1.12851

Issue

Vol. 8 No. 1 (2024): IJEBAR : Vol. 8, Issue 1, March 2024

Section

Articles

Citation Check

License

Authors who publish with IJEBAR agree to the following terms: Authors retain copyright and grant the IJEBAR right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgement of the work's authorship and initial publication in IJEBAR. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in IJEBAR. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

Most read articles by the same author(s)