Electronic Theses and Dissertation

abstrak abstrak tesis diserahkan kepada panitia komisi ujian untuk mendapatkan gelar magister manajemen pada fakultas ekonomi dan bisnis universitas syiah kuala model integratif nostalgia sejarah, keaslian merek, keterikatan merek dan ekuitas merek pada heritage tourism di aceh oleh radhia humaira nim: 2201202010013 konsentrasi : pemasaran penelitian ini bertujuan untuk menganalisis peran nostalgia sejarah dalam membentuk ekuitas merek destinasi (destination brand equity) pada destinasi heritage tourism di banda aceh, dengan brand authenticity dan brand attachment sebagai variabel mediator. penelitian ini dilatarbelakangi oleh paradoks destinasi heritage tourism yang memiliki modal sejarah besar namun kerap gagal dikonversi menjadi ekuitas merek dan loyalitas kunjungan yang berkelanjutan, sehingga diperlukan pengujian empiris atas mekanisme psikologis yang menjembatani nostalgia sejarah dengan ekuitas merek destinasi. penelitian menggunakan pendekatan kuantitatif dengan metode partial least squares structural equation modeling (pls-sem) melalui smartpls 4.1, menerapkan higher-order construct two-stage approach untuk mengestimasi konstruk brand authenticity, brand attachment, dan destination brand equity. data dikumpulkan dari 238 responden wisatawan domestik yang pernah mengunjungi destinasi heritage tourism di banda aceh melalui kuesioner berskala likert 1–5. nostalgia sejarah signifikan meningkatkan brand authenticity dan brand attachment, tetapi tidak berpengaruh langsung terhadap destination brand equity (tidak signifikan). pengaruhnya terhadap ekuitas merek destinasi sepenuhnya termediasi melalui brand attachment jauh lebih kuat dibanding melalui brand authenticity. model menjelaskan 65,8% varians destination brand equity, menegaskan bahwa keterikatan emosional, bukan sekadar narasi historis dan menjadi kunci branding heritage tourism yang efektif. kata kunci: nostalgia sejarah, brand authenticity, brand attachment, destination brand equity, heritage tourism.

ABSTRACT Abstract of Thesis Submitted to The Examination Committee in partial fulfilment of the requirements for the degree of Master of Management on the Economics and Business Faculty of Syiah Kuala University. MODEL INTEGRATIF NOSTALGIA SEJARAH, KEASLIAN MEREK, KETERIKATAN MEREK DAN EKUITAS MEREK PADA HERITAGE TOURISM DI ACEH By RADHIA HUMAIRA NIM: 2201202010013 Concentration: Marketing This study aims to analyze the role of historical nostalgia in shaping destination brand equity in heritage tourism destinations in Banda Aceh, with brand authenticity and brand attachment as mediating variables. The study is motivated by the paradox faced by heritage tourism destinations, which possess substantial historical capital yet frequently fail to convert this capital into brand equity and sustained visitation loyalty, thereby necessitating empirical testing of the psychological mechanisms that bridge historical nostalgia and destination brand equity. The study employs a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.1, applying the HigherOrder Construct Two-Stage Approach to estimate the constructs of Brand Authenticity, Brand Attachment, and Destination Brand Equity. Data were collected from 238 domestic tourist respondents who had visited heritage tourism destinations in Banda Aceh through a 1–5 Likert-scale questionnaire. Historical nostalgia significantly increases brand authenticity and brand attachment, but has no significant direct effect on destination brand equity (not significant). Its effect on destination brand equity is fully mediated, the pathway through brand attachment is considerably stronger than the pathway through brand authenticity. The model explains 65.8% of the variance in destination brand equity, confirming that emotional attachment, rather than historical narrative alone, is the key driver of effective heritage tourism branding. Keywords: Historical Nostalgia, Brand Authenticity, Brand Attachment, Destination Brand Equity, Heritage Tourism.