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This study aims to prove the effect of personality traits and congruity on customer satisfaction and brand loyalty on Janji Jiwa Coffee in Surabaya. This research is basic business research with causal and quantitative research approaches. It uses a purposive sampling approach with a sample of respondents aged 18 years and over who had bought and visited Janji Jiwa coffee in Surabaya. Respondents used in this study were 180 people. The analysis in this research uses SEM (Structural Equation Modeling) and then processed using SPSS software version 20 for Windows and AMOS version 21.0 for Windows used for testing the Measurement Model (Outer Model) and Structural Model (Inner Model).

The Effect of Personality Traits and Congruity on Customer Satisfaction and Brand Loyalty on Janji Jiwa Coffee in Surabaya