Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji pengaruh perceived enjoyment dan online self expressive value terhadap brand equity dengan perceived brand coolness sebagai variabel mediasi pada pengguna byond by bsi di banda aceh. sampel penelitian ini terdiri dari 152 responden yang merupakan pengguna aplikasi byond by bsi di banda aceh. instrumen penelitian menggunakan kuesioner yang disebarkan melalui survei secara online dan offline. teknik analisis data dilakukan menggunakan partial least squares structural equation modeling engan bantuan aplikasi smartpls v.4.1.1.8 melalui analisis uji validitas dan reliabilitas, pengujian model pengukuran pengujian model struktural dan uji hipotesis. hasil penelitian ini menunjukkan bahwa perceived enjoyment dan online self-expressive value berpengaruh positif dan signifikan terhadap brand equity. selain itu, perceived enjoyment dan online selfexpressive value juga berpengaruh positif dan signifikan terhadap perceived brand coolness, serta perceived brand coolness berpengaruh positif dan signifikan terhadap brand equity. hasil penelitian ini juga menunjukkan bahwa perceived brand coolness memediasi secara parsial pengaruh perceived enjoyment dan online self-expressive value terhadap brand equity

This study aims to examine the effect of Perceived Enjoyment and Online Self Expressive Value on Brand Equity with Perceived Brand Coolness as a mediating variable among BYOND by BSI users in Banda Aceh. The sample consisted of 152 respondents who were users of the BYOND by BSI application in Banda Aceh. The research instrument was a questionnaire distributed through both online and offline surveys. Data were analyzed using Partial Least Squares Structural Equation Modeling with the assistance of SmartPLS version 4.1.1.8 by conducting validity and reliability tests, measurement model evaluation, structural model evaluation, and hypothesis testing. The results of this study indicate that Perceived Enjoyment and Online Self-Expressive Value have a positive and significant effect on Brand Equity. In addition, Perceived Enjoyment and Online Self-Expressive Value also have a positive and significant effect on Perceived Brand Coolness, while Perceived Brand Coolness has a positive and significant effect on Brand Equity. The results also indicate that Perceived Brand Coolness partially mediates the relationship between Perceived Enjoyment and Online Self-Expressive Value and Brand Equity.