Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis dampak Brand Knowledge dan Brand Identification terhadap Consumer-Based Brand Equity dengan Brand Image sebagai variabel intervening pada merek Heylocal di Kota Banda Aceh. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah pelanggan yang telah melakukan pembelian atau mengunjungi toko Heylocal, dengan jumlah sampel sebanyak 160 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Partial Least Square (PLS) untuk menguji hubungan langsung dan tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa: (1) Brand Knowledge berpengaruh signifikan terhadap Consumer-Based Brand Equity, (2) Brand Identification berpengaruh signifikan terhadap Consumer-Based Brand Equity, (3) Brand Knowledge berpengaruh signifikan terhadap Brand Image, (4) Brand Identification berpengaruh signifikan terhadap Brand Image, (5) Brand Image berpengaruh signifikan terhadap Consumer-Based Brand Equity, (6) Brand Knowledge berpengaruh terhadap Consumer-Based Brand Equity melalui Brand Image, dan (7) Brand Identification berpengaruh terhadap Consumer-Based Brand Equity melalui Brand Image. Temuan ini mengindikasikan bahwa Brand Image memiliki peran mediasi dalam hubungan antara Brand Knowledge dan Brand Identification terhadap Consumer-Based Brand Equity. Oleh karena itu, Heylocal disarankan untuk meningkatkan pengetahuan konsumen, memperkuat identifikasi merek, serta menjaga citra merek melalui strategi komunikasi dan branding yang konsisten agar dapat memperkuat ekuitas merek di benak konsumen.

This study aims to analyze the impact of Brand Knowledge and Brand Identification on Consumer-Based Brand Equity with Brand Image as an intervening variable for the Heylocal brand in Banda Aceh City. This research applies a quantitative approach using a survey method. The population consists of customers who have purchased or visited Heylocal stores, with a total sample of 160 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares (PLS) to examine both direct and indirect relationships among variables. The results reveal that: (1) Brand Knowledge significantly influences Consumer-Based Brand Equity, (2) Brand Identification significantly influences Consumer-Based Brand Equity, (3) Brand Knowledge significantly influences Brand Image, (4) Brand Identification significantly influences Brand Image, (5) Brand Image significantly influences Consumer-Based Brand Equity, (6) Brand Knowledge affects Consumer-Based Brand Equity through Brand Image, and (7) Brand Identification affects Consumer-Based Brand Equity through Brand Image. These findings indicate that Brand Image plays a mediating role in the relationship between Brand Knowledge and Brand Identification toward Consumer-Based Brand Equity. Therefore, Heylocal is advised to enhance consumer knowledge, strengthen brand identification, and maintain brand image through consistent communication and branding strategies to reinforce brand equity in consumers’ minds.