The Effect of Self Congruity and Brand Reliability Toward Consumer Loyalty on Halal Cosmetics Users in Banda Aceh

Wirdah Irawati, Yurnalis Usman, Syarifah Evi Zuhra


This study aims to measure the effect of Self Congruity and Reliability on brand loyalty on Halal Cosmetics Users in Banda Aceh City. The sample used in this study was Halal Cosmetics Users in Kota Banda Aceh, which amounted to 100 respondents. Data collection equipment used in this study was a questionnaire. The sampling technique used is Non-Probability Sampling. Purposive Sampling is used as an analytical method to determine the effect of all the variables involved. The results of this study indicate that  Self  Congruity and  Brand  Reliability have a significantly Positive Effect on Brand Loyalty, then Self Congruity has a Significantly Positive effect on Brand Reliability.

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