PENGARUH SELF CONGRUITY TERHADAP EMOTIONAL BRAND ATTACHMENT PADA KONSUMEN BRAND EMINA GENERASI Z

The intense competition within Indonesia’s cosmetics industry has led to a high prevalence of
brand switching, particularly among Generation Z consumers who are critical and highly
adaptive to social media trends. This study aims to examine the influence of self-congruity
both actual and ideal on emotional brand attachment (EBA) among Generation Z consumers
of Emina. Employing a quantitative explanatory associative approach, the research involved
299 early adult female Gen Z participants who had been using Emina products for at least the
past six months, selected through convenience sampling. Variables were measured using the
Self-Image Congruity Scale and the Emotional Attachment Scale, with data analyzed through
multiple linear regression. Findings reveal that actual and ideal self-congruity simultaneously
exert a significant effect on EBA, accounting for 59.9% of its variance. In partial analysis,
actual self-congruity demonstrated a stronger influence on emotional brand attachment (β =
0.596) compared to ideal self-congruity (β = 0.236). These results indicate that Gen Z
consumers’ emotional attachment to Emina is more strongly fostered when the brand
authentically reflects their true identity rather than merely serving as a symbol of aspiration.