The more appropriate self-image of consumers with store image, the more positive consumer attitudes toward the retailer, so the higher the commitment and loyalty of consumers. There are four dimensions of self-image congruence of Actual self-image congruence, ideal self-image congruence, Social self-image congruence and ideal social self-image congruence. This study aims to explain the relationships between self image congruence.dengan Consumer attitudes. The study was conducted at a large mall in Surabaya consumers. Purposive sampling with sampling and accidental sampling. The study shows that there are only 2 dimensional image of the actual self and ideal self-image that determine consumer attitudes
Keywords: self image, self image store image congruence, attitude.