Brand Alignment Targeting against the Needs of Gen-Z Consumers to Improve Brand Identity and Brand Advocacy

Aldila Kinanti Sekarningtyas, Usman Usman
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Abstract

The phenomenon of online transportation in Indonesia has indeed been rampant for the last ten years due to increasingly sophisticated technological developments. The presence of PT Gojek Indonesia as a startup engaged in the field of online transportation has received a positive response from Gen-Z circles. This can be seen from the several services that PT Gojek Indonesia continues to develop so that in the end, there are 22 on-demand services that users can enjoy. This study aims to determine the indicators of Gen-Z consumer needs preferences in measuring brand alignment and how PT Gojek Indonesia will carry out the strategy to create the brand identity and brand advocacy for Gen-Z. The quantitative method used in this research uses the Partial Least Square Structural Equation Model (PLS-SEM) analysis technique. The critical finding of this study is that three exogenous variables (Brand Alignment, Brand Identity, and Brand Advocacy) positively and significantly affect consumer needs. However, this study has yet to explore consumer needs by adopting a comprehensive theory. Therefore, future research on brand alignment, identity, and advocacy, should discuss in more detail the sides of consumer needs by taking into account relevant theories, such as Maslow’s theory of markets and consumer behavior.
针对z世代消费者的需求进行品牌定位,以提高品牌形象和品牌宣传
在过去的十年里,由于技术的不断发展,印尼的在线交通现象确实非常猖獗。PT Gojek Indonesia作为一家从事在线交通领域的初创公司,在z世代圈子里得到了积极的回应。这可以从PT Gojek Indonesia不断开发的几项服务中看出,最终有22项按需服务可供用户享受。本研究旨在确定z世代消费者需求偏好的指标,以衡量品牌一致性,以及PT Gojek Indonesia将如何实施战略,为z世代创造品牌认同和品牌宣传。本研究采用的定量方法是偏最小二乘结构方程模型(PLS-SEM)分析技术。本研究的关键发现是三个外生变量(品牌一致性、品牌认同和品牌倡导)对消费者需求有显著的正向影响。然而,本研究尚未采用全面的理论来探讨消费者的需求。因此,未来关于品牌定位、品牌认同和品牌倡导的研究,应该结合相关理论,如马斯洛的市场理论和消费者行为理论,更详细地讨论消费者需求的各个方面。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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