[ABSTRAK
Penelitian ini bertujuan untuk mengetahui apakah antecedents internalbrand equity yang dikembangkan oleh Baumgarth dan Schmidt (2010) benarmempengaruhi internal brand equity perusahaan dan mengetahui apakah internalbrand equity dari perspektif karyawan sama dengan customer brand equity dariperspektif konsumen . Sampel penelitian ini adalah karyawan outlet Nike dankonsumen Nike. Partial Least Square digunakan dengan software Wrap PLS 4.0digunakan untuk menganalisis data. Hasil analisis menunjukkan bahwa internalbrand commitment, internal brand knowledge, internal brand involvementberpengaruh terhadap internal brand equity.Sedangkan brand orientation tidak terbukti memiliki pengaruh langsungterhadap internal brand equity, dan brand orientation tidak terbukti mempunyaipengaruh langsung terhadap internal brand knowledge namun melalui internalbrand involvement memiliki pengaruh yang cukup signifikan. Temuan empirislain yang penting dengan menggunakan analisis independent t test tidak terbuktiInternal brand equity dari perspektif karyawan sama dengan customer brandequity dari perspektif konsumen.

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ABSTRACT
This study aims to determine whether antecedents of internal brand equitydeveloped by Baumgarth and Schmidt (2010) and determine whether the internalbrand equity from the perspective of the employee similar with the customerbrand equity from a consumer perspective.The samples of this study is anemployees and consumers of Nike. Partial Least Square used with software WrapPLS 4.0 used to analyze the data. The result show that internal brand commitment,internal brand knowledge, internal brand involvement has a significant impact oninternal brand equity.Where as brand orientation proved to have no direct impact to internalbrand equity, and brand orientation proved to have no direct impact on the internalbrand knowledge but through internal brand involvement has a significant impact.Another important empirical findings using independent t test analysis is notproven Internal brand equity from the perspective of the employee similar withthe customer brand equity from a consumer perspective, This study aims to determine whether antecedents of internal brand equitydeveloped by Baumgarth and Schmidt (2010) and determine whether the internalbrand equity from the perspective of the employee similar with the customerbrand equity from a consumer perspective.The samples of this study is anemployees and consumers of Nike. Partial Least Square used with software WrapPLS 4.0 used to analyze the data. The result show that internal brand commitment,internal brand knowledge, internal brand involvement has a significant impact oninternal brand equity.Where as brand orientation proved to have no direct impact to internalbrand equity, and brand orientation proved to have no direct impact on the internalbrand knowledge but through internal brand involvement has a significant impact.Another important empirical findings using independent t test analysis is notproven Internal brand equity from the perspective of the employee similar withthe customer brand equity from a consumer perspective]