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.