THE MEDIATING ROLE OF CONGRUITY AND CUSTOMER SATISFACTION IN THE EFFECT OF THE PERSONALITY TRAITS ON BRAND LOYALTY IN THE COFFEE SHOP INDUSTRY IN BALI

ABSTRACT: This study aims to examine the mediating role of congruity and customer satisfaction in the effectof personality traits on loyalty in the coffee shop industry in Bali. The number of respondents in this study were175 respondents, all respondents were coffee shop customers in Bali. This research uses a non-purposivesampling technique. To analyze the research model, the Partial Least Square (PLS) method was used with theSmartPLS 3.0 M3 program. Based on the results of the analysis in this study, the results obtained include: (1)personality traits do not directly influence brand loyalty; (2) personality traits have positive and significanteffects on customer satisfaction; (3) personality trait has significant positive effect on congruity; (4) congruityhas a significant positive effect on brand loyalty; (5) customer satisfaction has a significant positive effect onbrand loyalty; (6) congruity has a significant positive effect on customer satisfaction; (7) congruity is able tomediate fully (full mediated) on the influence of personality traits on brand loyalty; and (8) customersatisfaction is able to mediate fully (full mediated) on the influence of personality traits on brand loyalty. Futureresearch is needed to deepen the influence of the personality traits of customers on brand loyalty by usingdifferent mediating variables to see the different effect. This research is limited to the coffee shop industry.Therefore, further research can be developed by discussing other industries. Coffee shop industry activists andmanagement are expected to be able to evaluate and take corrective actions on aspects that are deemed unable tocreate customer loyalty to the coffee shop.

Keywords: personality traits, congruity, customer satisfaction, brand loyalty, coffee shop industry