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Branding has become part of every company's competitive advantage. The purpose of this study is to measure the influence of internal branding on customers based on brand equity and the mediating effect of organizational loyalty in developing retail stores in Batam City. This study uses questionnaire data collected from front-line employees and customers from certain retail stores by purposive sampling. Collaboration analysis, mediation and independent sample t-test data analysis techniques were applied through smart PLS and SPSS. The results revealed that internal branding directly affected customer brand equity without requiring organizational loyalty as a mediating variable. This result could help the retail store industry sector by proving empirically to implement internal branding in their organizations to create brand equity between stores and customers through the front line employees. The study’s noteworthy contribution to the industrial and academic world is the empirical support for the relationship between IB and CBBE in retail stores in Batam City.

Pengaruh Internal Branding pada Customer Based Brand Equity dengan Mediasi Loyalitas Organisasi