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JOSS:

Journal of Social Science

THE EFFECT OF VALUE CONGRUITY, CUSTOMER BRAND

ENGAGEMENT, CONSUMER BRAND IDENTIFICATION, AND

AFFECTIVE BRAND COMMITMENT ON BRAND LOYALTY OF

ROUGHNECK PRODUCTS 1991

Muhammad Ichsan

, Ana Noor Andriana

Universitas Mulawarman, kalimantan Timur, Indonesia

E-mail: afwkent@gmail.com

KEYWORDS

value congruity;

customer brand

engagement;

customer brand

identification;

affective

commitment; Brand

Loyalty

ABSTRACT

This study aims to determine the effect of value congruity, customer brand

engagement, customer brand identification, and affective commitment

simultaneously and partially on customer loyalty of Roughneck 1991

products. The variables used in this study consist of independent variables,

namely value congruity, (X1) customer brand engagement (X2), customer

brand identification (X3,) and affective commitment (X,4) and the

dependent variable namely brand loyalty (Y). The analysis method uses

quantitative methods. The population of this study was consumers aged 10-

41 years who purchased local Roughneck producin ts 1991 with a sample

of 100 respondents. This studya used purposive sampling method. Data

collection techniques for literature research, internet research, and field

research in the form of interviews, observations, and questionnaires. The

results of this study show that the results of the F Test calculation

(simultaneous) show that the variables value congruity, customer brand

engagement, customer brand identi,fication and affective brand

commitment together (simultaneously) have a significant effect on brand

loyalty, and from the results of the analysis Test t (partial) shows that

partially the variables value congruity, customer brand engagement,

customer brand identification and affective brand commitment have a

significant effect on brand loyalty.

INTRODUCTION

The development of fashion trends in Indonesia is currently developing well. In the early

stages of its development, Indonesian fashion trends imitated Western styles both from the

materials used and the designs, thus allowing designers to use models to learn from popular

fashion trends and create fashion variations. The fashion world is growing with the presence

of several well-known brands such as sneakers, clothing, and pants. According to the American

Marketing Association, a trademark is a symbol, distinctive design, design, or combination

thereof that is intended to identify and distinguish a seller or group of goods from that seller. A

local brand is a product made from local ingredients, domestic workers, the product uses a

local brand and is owned by a local company if one of the four references can be identified as

a local brand (Piero, A. D., &; Rubiyanti, 2021).

Volume 2 Number 8 August 2023

p-ISSN 2963-1866-e-ISSN 2963-8909

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The Effect Of Value Congruity, Customer Brand Engagement,

Consumer Brand Identification, And Affective Brand Commitment On

Brand Loyalty Of Roughneck Products 1991

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Brand is one of the consumer considerations in choosing a product, so it is the company's

most valuable asset. One way to make your product known and remembered by consumers is

to create a strong brand image for the resulting product. Brand image is becoming a strategic

feature for companies entering an increasingly competitive market. Brand image tends to create

a positive attitude towards products by portraying positive attributes, so as to influence

consumers' personal sentiments and perceptions when choosing products (Yunaida, 2017) .

Figure 1

Indonesian and International Product Sales Category

Source: Katadata.com (2020)

Based on data, 57% of respondents already like domestic products of very high quality,

and Indonesian people also have a very high level of trust at 93%. Figure 1.1 also shows that

local products in almost all categories still lead the Indonesian market. Consumer perception

of the power that gives power to a country, 'Country of Origin' (Katadata, 2020) or better

known as Country of Origin (СOO). The country of origin is also the same, and it will be a

unique product. The perception of potential consumers about the country is positive makes the

brand image of the product positive. So this issue needs to be considered because this COO

factor can affect the image. It has been explained above that Indonesian people are very fond

of their products and there is a strong desire to buy homemade products, especially in relation

to the production of highly qualified local products.

At this time Roughneck 1991 is one of the local brands and now it is very famous and

favored by young people. Roughneck is a local apparel line since 2015, selling various

products such as T-shirts, shirts, jackets, hoodies, bags, pants, shoes, sandals, perfume, etc.

with price ranges from Rp 15,000 to Rp 275,000. In 2021, 1991 Roughneck was one of the top

brands in the country, ranking in the top 5 best-selling fashion categories in the Shopee 11.11

Big Sale and Shopee 12.12 Anniversary Sale campaigns in overseas markets, competing with

overseas brands. Local Indonesian brand Roughneck 1991 has many of its closest competitors

in the fashion industry, including Erigo, Billionaires Project and 3 Second, which has many

stores in Indonesia. Almost all of Roughneck's competitors are well-known in the fashion

industry. Each brand serves more or less the same target market, including young people and

millennials. With so many local clothing brands on the market, Roughneck has to maintain

customer loyalty, and it's no easy task. Roughnecks compete in the Indonesian apparel market

by setting low standard prices but high quality. This step is done by Roughneck in order to

retain old customers and not switch to competitors. Retaining customers is considered easier

The Effect of Value Congruity, Customer Brand Engagement, Consumer

Brand Identification, and Affective Brand Commitment on Brand

Loyalty of Roughneck Products 1991

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663

than finding new customers because the cost of retaining old customers is more expensive.

(Sukarno, M., &; Akbar, 2022)

Figure 2

1991 Roughneck Products

Source: Tokopedia Roughneck 1991 (2023)

Sales of Roughneck 1991 continue to increase, recently Roughneck held a shoppable live

stream on TikTok Shop for 3 days non-stop and managed to increase sales by 10 times

compared to ordinary days. Although the sales of Roughneck 1991 increased compared to other

local brands, based on the survey results from IDN Times in 2022, Roughneck 1991 was ranked

second as the best local clothing brand where the first position was occupied by Erigo. This is

due to the high loyalty of Erigo's customers compared to the 1991 Roughneck. But despite

Erigo's highest ratings, even roughneck customers aren't turning their backs on the brand.

Every business owner certainly wants success as seen from the high level of purchase of a

product brand that is expected to provide increased profits. The success of a business can be

measured through several factors, one of which is the level of consumer loyalty. The level of

consumer loyalty is shown by repeated purchases made by consumers to a brand, and consumer

loyalty that is formed can make consumers offer products to those closest to them to use the

product.

The author has also conducted a pre-survey in the form of a google form to find out

loyalty using questionnaires and disseminated to 5 respondents randomly in various regions in

Indonesia. there are 30 yes and no questions and answers about the 1991 Roughneck product.

From the questions asked through the questionnaire by the author in the first point as much as

100%, answered that they had bought the 1991 Roughneck product more than 1 time. The

second question point is that 100% of respondents are satisfied with the quality of the 1991

Roughneck product. As many as 100% of respondents agreed that the cost incurred to buy the

1991 Roughneck product was comparable to the condition of the product received. In the fourth

question point, as many as 100% of respondents are willing to wait if Roughneck 1991

launches a new product. As many as 100% of respondents agreed that the 1991 Roughneck

was useful and the products launched always met the expectations and desires of respondents.

In the eighth question point, as many as 60% of respondents have a desire to buy fashion

products from brands other than Roughneck 1991. According to respondents, Roughneck 1991

is a superior local product and people around respondents also know about Roughneck 1991

products. At the twelfth question point, 60% of respondents said that they still plan to continue

using the 1991 Roughneck product in the long term.

The author chose Rougneck 1991 products as the reason for research because of the

continued increase in product purchases, and there are various kinds of T-shirts, jackets, pants

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The Effect Of Value Congruity, Customer Brand Engagement,

Consumer Brand Identification, And Affective Brand Commitment On

Brand Loyalty Of Roughneck Products 1991

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and hats available with contemporary models and favored by the tastes of Millennials and Gen

Z. As well as a very rapid increase from year to year.

METHOD

This research is about the effect of value congruity, customer brand engagement,

customer brand identification and affective brand commitment on brand loyalty Roughneck

1991. This study used quantitative methods. This research requires an object or subject in order

for the problem to be solved. The study population was consumers aged 10-41 who purchased

local 1991 Roughneck products. The sampling technique used in this study is (Sukardi, 2022)

purposive sampling technique. The sample taken for this study was 100 respondents This study

used Likert scale measuring instruments, which are scales used to measure variables and use

multiple linear regression analysis. In order for the collected data to be useful for researchers,

the data must be analyzed in such a way that it can be used as a basis for decision making. The

stages in the analysis are: Validity Test and Reality Test, Classical Assumption Test (Normality

Test, Multicollinearity Test, Heteroscedasticity Test, and Autocorrelation Test) Multiple

Linear Regression Analysis (Multiple Linear Regression Equation, Correlation Coefficient,

Coefficient of Determination), and Hypothesis Testing (t Test, and F Test).

RESULT AND DISCUSSION

Validity Test

Table 1

Validity Test Results

Items

Statement

R Table

R Calculate

Information

Image Equation

X1.1.1

0,196

0,717

VALID

X1.1.2

0,196

0,611

VALID

Value Equation

X1.2.1

0,196

0,618

VALID

X1.2.2

0,196

0,580

VALID

Personality

Equation

X1.3.1

0,196

0,580

VALID

X1.3.2

0,196

0,633

VALID

Enthusiasm

X2.1.1

0,196

0,624

VALID

X2.1.2

0,196

0,576

VALID

Attention

X2.2.1

0,196

0,686

VALID

X2.2.2

0,196

0,686

VALID

Absorption

X2.3.1

0,196

0,685

VALID

X2.3.2

0,196

0,519

VALID

Interaction

X2.4.1

0,196

0,652

VALID

X2.4.2

0,196

0,663

VALID

Identification

X2.5.1

0,196

0,689

VALID

X2.5.2

0,196

0,573

VALID

Self Identification

X3.1.1

0,196

0,515

VALID

X3.1.2

0,196

0,675

VALID

Brand Identification

X3.2.1

0,196

0,549

VALID

X3.2.2

0,196

0,605

VALID

X3.3.1

0,196

0,672

VALID

The Effect of Value Congruity, Customer Brand Engagement, Consumer

Brand Identification, and Affective Brand Commitment on Brand

Loyalty of Roughneck Products 1991

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665

Items

Statement

R Table

R Calculate

Information

Consumer

Identification

X3.3.2

0,196

0,608

VALID

Affective

Commitment

X4.1.1

0,196

0,576

VALID

X4.1.2

0,196

0,592

VALID

Calculative

Commitment

X4.2.1

0,196

0,632

VALID

X4.2.2

0,196

0,646

VALID

Normative

Commitment

X4.3.1

0,196

0,606

VALID

X4.3.2

0,196

0,577

VALID

Cognitive

Commitment

Y.1.1

0,196

0,585

VALID

Y.1.2

0,196

0,612

VALID

Affective Loyalty

Y.2.1

0,196

0,572

VALID

Y.2.2

0,196

0,613

VALID

Conative Loyalty

Y.3.1

0,196

0,628

VALID

Y.3.2

0,196

0,612

VALID

Behavioral Loyalty

Y.4.1

0,196

0,622

VALID

Y.4.2

0,196

0,678

VALID

Source: data processed, 2023

Based on Table 1, the validity test results for all statement items on the variables value

congruity, customer brand engagement, customer brand identification, affective brand

commitment, and brand loyalty are declared valid because they have a greater calculated r value

compared to the r table with a significant level of 5% df = N-2 (100-2) = 0.196.

Reliability Test

Table 2

Reliability Test Results

Variable

Cornbach's Alpha

Information

Value congruity (X1)

0,915

Reliable

Customer Brand Engagement (X2)

0,946

Reliable

Customer Brand Identification (X3)

0,898

Reliable

Affective Brand Commitment (X4)

0,911

Reliable

Brand Loyalty (Y)

0,928

Reliable

Source: data processed, 2023

Based on Table 2 reliability test results obtained cornbach's alpha value obtained from

this test shows a value greater than 0.6. This proves that the variables tested in this study are

reliable variables.

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The Effect Of Value Congruity, Customer Brand Engagement,

Consumer Brand Identification, And Affective Brand Commitment On

Brand Loyalty Of Roughneck Products 1991

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Classical Assumption Test

Normality Test

Table 3

Normality Test Results

Unstandardized Residual

100

Normal Parametersa,b

Mean

.0000000

Std. Deviation

1.56094039

Most Extreme Differences

Absolute

.049

Positive

.049

Negative

-.039

Test Statistics

.049

Asymp. Sig. (2-tailed)

.200c,d

a. Test distribution is Normal.

b. Calculated from data.

c. Lilliefors Significance Correction.

d. This is a lower bound of the true significance.

Source: data processed, 2023

Based on Table 3, the normality test results show that the probability value in this test is

0.200 > 0.05. This shows that the data tested in this study is normally distributed data.

Multicollinearity Test

Table 4

Multicollinearity Test Results

Type

Collinearity Statistics

Tolerance

VIF

(Constant)

Value congruity (X1)

0,133

7,528

Customer Brand Engagement (X2)

0,192

8,883

Customer Brand Identification (X3)

0,122

8,184

Affective Brand Commitment (X4)

0,144

6,961

a. Dependent Variable : Brand Loyalty (Y)

Source: data processed, 2023

Based on Table 4, the results of the multicollinearity test show that the collinearity

statistics values above, all Tolerance values are more than 0.1 and all VIF values are less

than 10.0. This shows that the regression data tested is data that is free from correlation.

The Effect of Value Congruity, Customer Brand Engagement, Consumer

Brand Identification, and Affective Brand Commitment on Brand

Loyalty of Roughneck Products 1991

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667

Heteroscedasticity Test

Figure 3

Scatterplot Test Results

Source: data processed, 2023

Based on Figure 3, the results of the heteroscedasticity test were obtained using the

Scatterplot graph method, there was no specific pattern and there was no clear pattern and

scattered numbers were formed. This proves that there are no symptoms of heteroscedasticity.

Multiple Linear Regression Analysis

Table 5

Multiple Linear Regression Analysis Results

Type

Unstandardized

Coefficients

Standardized

Coefficients

Sig.

Std. Error

Beta

(Constant)

.217

1.013

.214

.831

.406

.097

.314

4.199

.000

.202

.071

.256

2.849

.005

.367

.111

.258

3.312

.001

.223

.093

.171

2.385

.019

a. Dependent Variable: Y

Source: data processed, 2023

Based on Table 5, the results of the regression equation were obtained after testing

multiple linear regression analysis in this study:

Y = 0.217 + 0.314X1 + 0.256X2 + 0.258X3 + 0.171X4

The regression equation above can be interpreted as follows:

1. A constant of 0.217 indicates that if the independent variables in this study, namely Value

Congruity (X1), Customer Brand Engagement (X2), Customer Brand Identification (X3)

and Affective Brand Commitment (X4) are fixed or unchanged, then the value of Brand

Loyalty (Y) is 0.217.

2. The regression coefficient of the Value Congruity variable (X1) is 0.314. This test means

that if Customer Brand Engagement (X2), Customer Brand Identification (X3) and Affective

Brand Commitment (X4) are fixed, any increase in Value Congruity (X1) will increase

Brand Loyalty (Y).

3. The regression coefficient of the Customer Brand Engagement (X2) variable is 0.256. This

test means that if Value Congruity (X1), Customer Brand Identification (X3) and Affective

Brand Commitment (X4) are fixed, each increase in Customer Brand Engagement (X2)

will increase Brand Loyalty (Y).

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The Effect Of Value Congruity, Customer Brand Engagement,

Consumer Brand Identification, And Affective Brand Commitment On

Brand Loyalty Of Roughneck Products 1991

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4. The regression coefficient of the Customer Brand Identification (X3) variable is 0.258.

This test means that if Value Congruity (X1), Customer Brand Engagement (X2), and

Affective Brand Commitment (X4) are fixed, each increase in Customer Brand

Identification (X3) will increase Brand Loyalty (Y).

5. The regression coefficient of the Affective Brand Commitment (X4) variable is 0.171. This

test means that if Value Congruity (X1), Customer Brand Engagement (X2) and Customer

Brand Identification (X3) are fixed, each increase in Affective Brand Commitment (X4)

will increase Brand Loyalty (Y).

Test of Correlation Coefficient and Coefficient of Determination

Table 6

Results of the Correlation Coefficient and the Coefficient of Determination

Type

R Square

Adjusted R

Square

Std. Error of

the Estimate

.964a

.929

.927

1.593

a. Predictors: (Constant), X4, X1, X3, X2

b. Dependent Variable: Y

Source: data processed, 2023

Based on Table 6, it is known that the value of R = 0.964 is greater than 0.75 meaning

that there is a strong positive relationship between the independent variables, namely Value

Congruity, Customer Brand Engagement, Customer Brand Identification and Affective Brand

Commitment to the dependent variable, namely Brand Loyalty to consumers from Roughneck

products 1991. In addition, the R Square value obtained through testing is 0.929 it is concluded

that the variables Value Congruity, Customer Brand Engagement, Customer Brand

Identification and Affective Brand Commitment affect Brand Loyalty by 92.9%. While the

remaining 7.1% can be explained by other variables that are not contained in the research

model.

Test t

Table 7

Test Results t

Type

Unstandardized

Coefficients

Standardized

Coefficients

Sig.

Std. Error

Beta

(Constant)

.217

1.013

.214

.831

.406

.097

.314

4.199

.000

.202

.071

.256

2.849

.005

.367

.111

.258

3.312

.001

.223

.093

.171

2.385

.019

a. Dependent Variable: Y

Source: data processed, 2023

The Effect of Value Congruity, Customer Brand Engagement, Consumer

Brand Identification, and Affective Brand Commitment on Brand

Loyalty of Roughneck Products 1991

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Based on Table 7, the results of the t test are obtained as follows:

1. Hypothesis 1: The value congruity variable has a significant effect on brand loyalty.

The calculated t value obtained from the regression test of value congruity on brand loyalty

is 4.199. The calculated t value (4.199) > the table t value (1.660). This proves that value

congruity has a positive and significant effect on brand loyalty. The higher the congruity

value on the 1991 Roughneck product will increase the brand loyalty owned. Through this

testing, it can be proved that hypothesis 1 is accepted.

2. Hypothesis 2: The variable customer brand engagement has a significant effect on brand

loyalty.

The calculated t value obtained from customer brand engagement regression testing on

brand loyalty is 2.849. The calculated t value (2.849) > the table t value (1.660). This proves

that customer brand engagement has a positive and significant effect on brand loyalty. The

higher customer brand engagement on the 1991 Roughneck product will increase the brand

loyalty owned. Through this test, it can be proved that hypothesis 2 is accepted.

3. Hypothesis 3: The variable customer brand identification has a significant effect on brand

loyalty.

The calculated t value from customer brand engagement regression testing on brand loyalty

is 3.312. The calculated t value (3.312) > the table t value (1.660). This proves that customer

brand identification has a positive and significant effect on brand loyalty. The higher the

customer brand identification on the 1991 Roughneck product will increase the brand

loyalty owned. Through this testing, it can be proved that hypothesis 3 is accepted.

4. Hypothesis 4: The variable affective brand commitment has a significant effect on brand

loyalty.

The calculated t value obtained from the regression testing of customer brand engagement

on brand loyalty is 2.385. The calculated t value (2.385) > the table t value (1.660). This

proves that affective brand commitment has a positive and significant effect on brand

loyalty. The higher affective brand commitment on the 1991 Roughneck product will

increase the brand loyalty owned. Through this test, it can be proved that hypothesis 4 is

accepted.

Test F

Table 8

F Test Results

Type

Sum of

Squares

Mean

Square

Sig.

Regression

3179.293

794.823

313.030

.000b

Residuals

241.217

2.539

Total

3420.510

a. Dependent Variable: Y

b. Predictors: (Constant), X4, X3, X2, X1

Source: data processed, 2023

Based on Table 8, obtained the F Table value of 2.47 while F Calculate of 313.030 when

compared with F table it can be seen that Fcalculate > Ftable and significance level 0.000 > α

= 0.05 then simultaneously / together Value Congruity, Customer Brand Engagement,

Customer Brand Identification and Affective Brand Commitment have a significant effect on

Brand Loyalty. This proves that hypothesis 5 is accepted.

Value Congruity Variable Has a Significant Effect on Brand Loyalty

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The Effect Of Value Congruity, Customer Brand Engagement,

Consumer Brand Identification, And Affective Brand Commitment On

Brand Loyalty Of Roughneck Products 1991

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The results obtained from this study explain that loyalty can be influenced by value

alignment. Brands that are consistent with a particular customer's views have an impact on

developing a brand-consumer connection, which in turn impacts brand loyalty. According to

Kim & Thapa's research, value alignment has a significant role in brand loyalty (2018).

Companies need to pay attention to the suitability of values in the products they offer.

Roughneck 1991 must pay attention to product appearance, product design, product selling

points, selling products that are suitable for customers, introducing products to customers and

creating innovations to make original products.

The results of this study are in line with research conducted by Tran et al which proves

that value congruity has a significant effect on brand loyalty. In addition, the results of this

study are in line with the theory presented by Islam et al (2018) and Rather & Camilleri

explaining that someone with a high level of (2019) value congruity will be increasingly

attached to a brand because of the positive appeal of the brand. This causes the brand will

indirectly make consumers reluctant to move to other brands.

Customer Brand Engagement Variables Have a Significant Effect on Brand Loyalty

The results obtained from this study explain that loyalty can be influenced by brand

commitment. According to Hollebeek, strong psychological connections and engaging

interactions with brands beyond traditional buying behavior can increase brand loyalty and

influence purchasing decisions. Consumers who are loyal to a brand have a tendency to prefer

a company, product, or brand over time. The relationship between the customer and the

company is essential for businesses to build customer loyalty without the need for justifications

that are beyond logic (2011).

The results of this study are in line with the theory presented by So et al (2016) said,

consumers who engage with a brand can build positive attitudes most quickly such as brand

loyalty, rather than consumers who do not engage with a brand. This opinion is consistent with

Rather et al (2018) who argue that customer brand engagement has a positive influence on

brand loyalty, where the construct of customer brand engagement related to the marketing

area of consumer relations, proves to be an important factor in growing brand loyalty.

The results of this study are in line with research conducted by Widodo, T., & Febrianti,

I. V. A which proves that (2021) customer brand engagement has a significant effect on brand

loyalty.

Customer Brand Identification Variable Has a Significant Effect on Brand Loyalty

The results obtained from this study explain that loyalty can be influenced by brand

identity. Brand identification can occur through the product itself and the impression that the

product has instilled in the consumer's brain through indirect interaction with them, The main

objectives of the company, maintaining reputation, supporting the company's products, and

having a sense of loyalty or loyalty to the goods provided by the company will all be supported

by consumers who have a strong brand identification and who will be increasingly loyal to the

company. brand.

The results of this study are in line with the theory presented by Pareallo, P. That (2021)

customer brand identification must be considered when companies want to build consumer

loyalty to the brand of a product. Because customer brand identification will be the basic form

of public opinion that will be a characteristic of a brand. If the elements of customer brand

identification can resonate with consumers, then consumers can sort a brand from its

competitors. Furthermore, these consumers will be more familiar with the brand which has an

impact on the level of consumer loyalty.

The results of this study are in line with research conducted by Hendrajati which proves

that (2016) customer brand identification has a significant effect on brand loyalty.

The Effect of Value Congruity, Customer Brand Engagement, Consumer

Brand Identification, and Affective Brand Commitment on Brand

Loyalty of Roughneck Products 1991

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Affective Brand Commitment Variable Has a Significant Effect on Brand Loyalty

The results obtained from this study explain that loyalty can be influenced by customers'

emotional attachments. The emotional attachment of customers to a brand, the level of

Affective Brand Commitment of consumers shows how much they want to maintain a

relationship with the brand. This phenomenon, which is at the core of the interaction between

the customer and the brand, involves the degree to which people recognize the brand . A

consumer's emotional attachment to the brand, their identification with the brand, and their

participation with the brand are at the core of affective commitment (Louis, D., & Lombart, 2010).

The results of this study are in line with the theory conveyed by M Wahyu Adjie P U, M

that loyal consumers will provide increased profitability for the company. In addition to buying

back, loyal consumers will also do (2020) word of mouth and convince other consumers so that

they can become marketers for new consumers. This will certainly reduce the company's

marketing costs. Therefore, companies will try to use various strategies that can keep their

consumers from moving to other brands.

The results of this study are in line with research conducted by Ismet, B., &; Susanto, E.

H proves that (2021) affective brand commitment has a significant effect on brand loyalty.

The variables Value Congruity, Customer Brand Engagement, Customer Brand

Identification, and Affective Brand Commitment Have a Significant Effect Together on

Brand Loyalty

The results of the analysis and testing conducted in this study showed a positive and

significant influence of value congruity, customer brand engagement, customer brand

identification and affective brand commitment on brand loyalty in buyers of Roughneck 1991

products. This statement means that the conformity of values, brand commitment, brand

identity, emotional attachment of customers from the 1991 Roughneck product, will increase

the brand loyalty felt by their consumers.

Companies need to pay attention to the suitability of values, brand commitment, brand

identity, emotional attachment of customers. The influence of the four will result in maximum

and greater influence on brand loyalty.

The results of this study are in line with research conducted by Wibowo, C. J., &

Pattyranie, P. H. Proving that (2021) value congruity, customer brand identification, affective

brand commitment, and customer brand engagement have a significant effect together on brand

loyalty.

CONCLUSION

Based on the description that the author describes, the following conclusions can be

obtained:

1. Value congruity has a positive and significant influence on Brand Loyalty.

2. Customer Brand Engagement or brand commitment from customers has a positive and

significant influence on Brand Loyalty.

3. Customer Brand Identification or brand identity of customers has a positive and significant

influence on Brand Loyalty.

4. Affective Brand Commitment or emotional attachment has a positive and significant

influence on Brand Loyalty.

5. Value Congruity, Customer Brand Engagement, Customer Brand Identification and

Affective Brand Commitment have a significant effect together on Brand Loyalty.

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Consumer Brand Identification, And Affective Brand Commitment On

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Muhammad Ichsan (2023)

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