Penelitian ini bertujuan untuk mengetahui pengaruh dari functional benefit (saran,pengambilan keputusan yang lebih baik) dan social benefit (keakraban, mengetahui nama pelanggan), terhadap brand attitude. Beberapa tahun belakangan, industri retail mengalami pertumbuhan yang signifikan, Untuk bertahan serta bersaing, peretail haruslah memiliki strategi yang berbeda agar mencapai keunggulan kompetitif, salah satunya dengan salesperson. Ace Hardware berada diperingkat pertama untuk penjualan terbesar dibandingkan toko retail lainnya yang bergerak di industri retail. Akan tetapi, ada masalah pada penurunan kepuasan terhadap layanan. Maka dibutuhkan penelitian tentang functional benefit dan social benefit terhadap brand attitude. Dalam penelitian ini menggunakan teknik judgement sampling dan sampel pada penelitian ini berjumlah 136 responden yang dibagi menjadi dua (salesperson pria dan salesperson wanita) kelompok. Data yang didapatkan dianalasis menggunakan Partial Least Square – Structural Equation Modeling (PLS-SEM) dengan software SmartPLS. Hasil dari penelitian ini, functional benefit mempengaruhi brand attitude secara langsung. Functional benefit dan social benefit memiliki pengaruh tidak langsung terhadap brand attitude melalui . Hubungan langsung social benefit terhadap brand attitude dan gender ditolak dalam penelitian ini. Dalam penelitian ini salesperson memegang peran penting dalam membangun sikap positif terhadap merek / This study aims to determine the effect of functional benefits (advice, better decision making) and social benefits (familiarity, knowing customer names), on brand attitude. In recent years, the retail industry has experienced significant growth. In order to survive and compete, retailers must have different strategies in order to achieve a competitive advantage, one of which is a salesperson. Ace Hardware is ranked first for the largest sales compared to other retail stores engaged in the retail industry. However, there is a problem with decreasing satisfaction with the service. So research is needed on the functional and social benefits of the brand attitude. In this study using judgment sampling technique and the sample in this study amounted to 136 respondents who were divided into two (male salesperson and female salesperson) groups. The data obtained were analyzed using Partial Least Square - Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results of this study, functional benefits directly affect brand attitude. Functional benefits and social benefits have an indirect effect on brand attitude through. The direct relationship between social benefits and brand attitude and gender is rejected in this study. In this research, salesperson plays an important role in building a positive attitude towards the brand