Abstract
The purpose of this research aims to prove the effect of personality traits and congruity to customer satisfaction and brand loyalty on Janji Jiwa in Surabaya.
 The type of research used is basic business research with causal objectives and quantitative research approaches. This research uses a purposive sampling approach with the sample is respondents aged 18 years and above and have consumed Samyang instant noodles. Respondents used in this study were 180 people. The analysis in this study is SEM (Structural Equation Modeling) and then processed using SPSS software version 20 for windows and also AMOS version 21.0 for windows used for testing the Measurement Model (Outer Model) and Structural Model (Inner Model).
 
 Keywords: personality traits, congruity, customer satisfaction, brand loyalty
Highlights
The food and beverage business is one of the attractive businesses for business people because besides generating high profits, food is a basic necessity for society
One of the businesses with promising growth in Surabaya is the restaurant and cafe business. This is in line with Tjahjono Haryono's statement, who said that East Java has considerable potential in the culinary industry
The results of this study indicate that personality traits have a positive effect on congruity
Summary
The food and beverage business is one of the attractive businesses for business people because besides generating high profits, food is a basic necessity for society. One of the businesses with promising growth in Surabaya is the restaurant and cafe business This is in line with Tjahjono Haryono's statement (the Chairman of the Indonesian Cafe and Restaurant Entrepreneurs Association - Apkrindo East Java), who said that East Java has considerable potential in the culinary industry. Because this province has a variety of specialties, but the market in this region is very potential. Data from the Central Statistics Agency (BPS) of East Java showed that in the second quarter of 2012, the highest growth occurred in the trade, hotel, and restaurant sector (PHR) at 10.54%.
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