Peran Self Congruity dan Functional Congruity dalam memprediksi Consumer Attitude pada Jasa Skincare.

Kristiningsih, . (2018) Peran Self Congruity dan Functional Congruity dalam memprediksi Consumer Attitude pada Jasa Skincare. Universitas Negeri Surabaya. (Unpublished)

Text 13. Peran Self Congruity dan Functional Congruity dalam memprediksi Consumer Attitude pada Jasa Skincare.pdf Download (1MB)

Abstract

This study aimed to examine the impact of congruity image which consists of selfcongruity and functional congruity on consumer attitude. Self-congruity was defined as the fit between a person's self-image / concept and the image of an entity or object. Whereas Functional congruity showed the compatibility between functional perception or appearance characteristics and consumer desires or important functional characteristics. The study was conducted on consumers of Skincare services in Surabaya, with a sampling method used purposive sampling. To test the hypothesis, a structural equation model analysis technique was used with the WRAP Partial Least Square program. The results of the study indicated that it supported the hypothesis that Self Congruity had a positive effect on Consumer Attitude. Functional congruity had a positive effect on Consumer Attitude. And self congruity had a positive effect on Functional congruity Keyword : Self congruity; Functional Congruity; Consumer Attitude

Item Type:	Other
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Sulimin BP3
Date Deposited:	20 May 2021 03:24
Last Modified:	20 May 2021 03:24
URI:	http://erepository.uwks.ac.id/id/eprint/8968

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