ABSTRACT
The aim of this research was to examine the role of service innovativeness in building image congruity consisting of self-congruity and functional congruity. This research also tested the moderation effect of motivation to innovate on the relationship between service innovativeness to self-congruity and functional congruity. Based on the basic theory of Elaboration Likeli-hood Model (ELM) from Petty and Cacioppo (1979) this research tried to understand the role of consumer motivation that would influence consumer perception on service innovativeness to image congruity (both self-congruity and functional congruity) that had not been studied previously. The population of this research was consumer of skin care and beauty services in several big cities in East Java. To test the hypothesis, this study used moderating regression analysis.
