Analysis of consumers’ self-congruity through halal fashion brand personality
نویسندگان
چکیده
The halal industry in Indonesia is developing brilliantly, including fashion. Behind the great potential and desire to become mecca of world Muslim fashion, there intense competition between fashion brands consumers who tend be critical making their choices. Facing this new reality, a company must ensure that it can maintain its existence long term by creating product identity (brand personality) understanding consumer behavior tends direct choices they feel are close or suitable itself, PT Soka Cipta Niaga (SOKA) as produced first socks. purpose study examine how suitability consumers' self-image through personality brand. This uses qualitative approach with descriptive research data collection techniques conducted in-depth interviews Focus Group Discussions (FGD), observation, documentation SOKA consumers. results show only three dimensions brand most prominent from brand, namely excitement, purity, righteousness personality. Among these personalities, then becomes congruence actual ideal consumers, which help satisfy self-concept needs for religious obedience adherence using products considered relevant sharia principles.
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ژورنال
عنوان ژورنال: Journal of Halal Product and Research
سال: 2023
ISSN: ['2654-9409', '2654-9778']
DOI: https://doi.org/10.20473/jhpr.vol.6-issue.1.35-47