“My Favorite Brand and I”: Self-Congruity and Brand Loyalty of Fast Fashion Product

Abstract

This study aims to identify the role of self-congruity in the brand loyalty of Fast fashion products among students at one of the Indonesian tertiary institutions. The sampling technique is a quantitative method with non-opportunity sampling using convenience sampling and obtaining 214 respondents who are Fast fashion consumers among students at an Indonesian university. The data was processed using the Windows application analysis software Software Statistical Packages for Social Sciences (SPSS) v23. The results of this study indicate that self-congruity plays a role of 40.8% in driving Fast fashion product brand loyalty, with an actual self-congruity role of 41.2% and an ideal self-congruity role of 27.3% towards Fast fashion product brand loyalty. Tracing the role of self-congruity in brand loyalty for low-involvement product types among students. This research will have a practical impact on product development by considering the characteristics of target consumers to match the type of product and image built on a brand.