ABSTRACT
Society's need for public transportation continues to grow. Brand personality plays a vital role in brand psychology to form a brand identity. This research seeks to investigate the various roles of brand personality through its dimensions, namely responsibility, activity, aggressiveness, simplicity, and emotionality, in encouraging consumers' choices to evaluate the consistency of functional congruity perceived by consumers. The sample was selected purposively involving 626 active users of Jaklingko in Indonesia. This research employs Structural Equation Modeling-Partial Least Squares (SEM-PLS) to test the hypothesis. The findings revealed that all dimensions of brand personality, except simplicity, had a positive and significant effect on functional congruity and self-congruity. However, traveling purpose did not strengthen the influence of self-congruity or functional congruity to brand attitude.
