MADANI, Achmad Faiq (2022) Relationship of Social Influence and Self-Congruity Towards Brand Loyalty of Cosmetic Product: Mediating by Brand Trust (Survey on Consumers of “VCO For Life” Product in Cipaku, Bogor). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This reaseach is using descriptive type survey method, which aims to determine the effect of social influence and self-congruity towards brand loyalty of VCO For Life product at Cipaku, Bogor. The populations of the study were customer of VCO For Life product with total 118 customers. The sampling technique was convenience sampling with a total sample of 97 respondent. Data were collected by questionnaires, and analyzed by multiple linear regression analysis, coefficient determination, F test, t-test, and mediating variable regression analysis using product of coefficient method. The results of the study showed that: 1) Social Influence has a positive effect on brand trust, it was proved by the value of tstatistics 2,905 > ttable 1,980. 2) Self-congruity has a positive effect on brand trust, it was proved by the value of tstatistics 2,622 > ttable 1,980. 3) Social Influence has a positive effect on brand loyalty, it was proved by the value of tstatistics 2,321 > ttable 1,980. 4) Self-congruity has a positive effect on brand loyalty, it was proved by the value of tstatistics 3,085 > ttable 1,980. 5) Brand trust has a positive effect on brand loyalty, it was proved by the value of tstatistics 3,661 > ttable 1,980. 6) Brand trust mediates the effect of social influence towards brand loyalty, it was proved by the value of Zstatistics 2,217 > Ztable 1,96. 7) Brand trust mediates the effect of self- congruity towards brand loyalty, it was proved by the value of Zstatistics 2,073 > Ztable 1,96. Coefficient of determination contribution were from social influence, self- congruity, and brand trust variable was 55,4%, and the other 44,6% were influenced by other variables that are not examined in this study.

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