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Abstrak :
[ABSTRAK
Penelitian ini bertujuan untuk mengetahui apakah antecedents internal brand equity yang dikembangkan oleh Baumgarth dan Schmidt (2010) benar mempengaruhi internal brand equity perusahaan dan mengetahui apakah internal brand equity dari perspektif karyawan sama dengan customer brand equity dari perspektif konsumen . Sampel penelitian ini adalah karyawan outlet Nike dan konsumen Nike. Partial Least Square digunakan dengan software Wrap PLS 4.0 digunakan untuk menganalisis data. Hasil analisis menunjukkan bahwa internal brand commitment, internal brand knowledge, internal brand involvement berpengaruh terhadap internal brand equity. Sedangkan brand orientation tidak terbukti memiliki pengaruh langsung terhadap internal brand equity, dan brand orientation tidak terbukti mempunyai pengaruh langsung terhadap internal brand knowledge namun melalui internal brand involvement memiliki pengaruh yang cukup signifikan. Temuan empiris lain yang penting dengan menggunakan analisis independent t test tidak terbukti Internal brand equity dari perspektif karyawan sama dengan customer brand equity dari perspektif konsumen.

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ABSTRACT
This study aims to determine whether antecedents of internal brand equity developed by Baumgarth and Schmidt (2010) and determine whether the internal brand equity from the perspective of the employee similar with the customer brand equity from a consumer perspective.The samples of this study is an employees and consumers of Nike. Partial Least Square used with software Wrap PLS 4.0 used to analyze the data. The result show that internal brand commitment, internal brand knowledge, internal brand involvement has a significant impact on internal brand equity. Where as brand orientation proved to have no direct impact to internal brand equity, and brand orientation proved to have no direct impact on the internal brand knowledge but through internal brand involvement has a significant impact. Another important empirical findings using independent t test analysis is not proven Internal brand equity from the perspective of the employee similar with the customer brand equity from a consumer perspective, This study aims to determine whether antecedents of internal brand equity developed by Baumgarth and Schmidt (2010) and determine whether the internal brand equity from the perspective of the employee similar with the customer brand equity from a consumer perspective.The samples of this study is an employees and consumers of Nike. Partial Least Square used with software Wrap PLS 4.0 used to analyze the data. The result show that internal brand commitment, internal brand knowledge, internal brand involvement has a significant impact on internal brand equity. Where as brand orientation proved to have no direct impact to internal brand equity, and brand orientation proved to have no direct impact on the internal brand knowledge but through internal brand involvement has a significant impact. Another important empirical findings using independent t test analysis is not proven Internal brand equity from the perspective of the employee similar with the customer brand equity from a consumer perspective]

Abstrak :
Tujuan penelitian adalah untuk mengetahui apakah antecedents dari internal brand equity yang dikembangkan oleh Baumgarth dan Schmidt (2010) memiliki pengaruh secara signifikan terhadap internal brand equity dari suatu perusahaan dan apakah internal brand equity memiliki pengaruh terhadap customer-based brand equity. Pada penelitian ini menggunakan sampel 280 responden karyawan dan 280 responden konsumen Bank Syariah Mandiri. Pengolahan analisis data menggunakan Structural Equation Model (SEM) dengan software Lisrel. Hasil analisis menunjukkan bahwa terdapat pengaruh brand orientation secara langsung terhadap internal brand equity, terdapat pengaruh brand orientation terhadap internal brand commitment, internal brand knowledge, internal brand involvement, serta terdapat pengaruh juga dari internal brand commitment dan internal brand knowledge terhadap internal brand equity. Akan tetapi internal brand involvement tidak memiliki pengaruh terhadap internal brand knowledge dan internal brand equity. Temuan hipotesis sembilan menggunakan analisis independent sample t-test menunjukan bahwa terdapat perbedaan nilai mean antara internal brand equity dan customer-based brand equity.

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This study aims to determine whether antecedents of internal brand equity developed by Baumgarth and Schmidt (2010) have significant effect on the internal brand equity and its relationship to customer-based brand equity. This study use sample from 280 respondents of employees and 280 respondents of consumers in Bank Syariah Mandiri. This study using Structural Equation Model (SEM) with software Lisrel to analyze the data. The result show that brand orientation have a direct impact to internal brand equity, and then brand orientation have a significant impact to internal brand commitment, internal brand knowledge, internal brand involvement, and also internal brand commitment and internal brand knowledge has a significant impact on internal brand equity. Where as internal brand involvement proved to have no impact to internal brand equity and internal brand knowledge. For hypothesis nine, this study use independent sample t-test, proved to internal brand equity have different mean with customer-based brand equity.