Brand Alignment Targeting against the Needs of Gen-Z Consumers to Improve Brand Identity and Brand Advocacy
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Aug 29, 2023
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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.
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References
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Bernarto, I., Hutabarat, Z., & Purwanto, A. (2023). The Effect of Price Fairness, Brand Image, and Perceived Value on Satisfaction and Word of Mouth of Go-Jek Customers. International Journal of Artificial Intelligence Research, 6(1.1), Article 1.1. https://doi.org/10.29099/ijair.v6i1.290
Berni, R., Nikiforova, N. D., & Ranfagni, S. (2020). An integrated approach to estimate brand association matching and strength in virtual settings. Journal of Global Fashion Marketing, 11(2), 117–136. https://doi.org/10.1080/20932685.2019.1706608
Cant, M. C., & Wiid, J. A. (2020). The Role and Importance of Marketing in South African Township SMMEs. Academic Journal of Interdisciplinary Studies, 9(5), 90. https://doi.org/10.36941/ajis-2020-0088
Chen, S. Y., & Chang, Y.-M. (2020). The impacts of real competition and virtual competition in digital game-based learning. Computers in Human Behavior, 104, 106171. https://doi.org/10.1016/j.chb.2019.106171
Gojek. (2019). Logo Baru Gojek, Simbol Evolusi Jadi Platform Teknologi On-Demand Terdepan di Asia Tenggara |
Gojek. https://www.gojek.com/blog/gojek/logo-baru-Gojek-simbol-evolusi/
Gojek. (2022). Mobilitas Bangkit dari Pandemi, Gojek Siap Jawab Kebutuhan Transportasi Masa Depan di 2022 |
Gojek Newsroom. https://newsroom.gojek.com/id-id/news/mobilitas-bangkit-dari-pandemi-gojek-siap-jawab-kebutuhan-transportasi-masa-depan-di-2022/
Herman, M. (2022, October 12). What is Brand Advocacy? How do You Build and Drive it? LumApps. https://www.lumapps.com/employee-engagement/brand-advocacy/
Iglesias, O., Ind, N., & Schultz, M. (Eds.). (2022). The Routledge companion to corporate branding (1st Edition). Routledge.
Jacobson, J. (2020). You are a brand: Social media managers’ personal branding and “the future audience.” Journal of Product & Brand Management, 29(6), 715–727. https://doi.org/10.1108/JPBM-03-2019-2299
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (Sixteenth edition; global edition). Pearson Education.
Kusumasari, K. E., & Sanica, I. G. (2022). STRATEGI MEMBANGUN BRAND ADVOCACY MARKETING PADA ERA INDUSTRI 4.0. 06(01).
Lehojarvi, E. (2020, July 27). Brand alignment: How to build trust and authority with your audience. https://insights.lytho.com/brand-alignment-how-to-build-trust-and-authority-with-your-audience
Lischer, B. (2021). Why Brand Alignment is Critical to Your Business’s Success. Ignyte. https://www.ignytebrands.com/brand-alignment/
Maria, S., Pusriadi, T., Hakim, Y. P., & Darma, D. C. (2019). The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy. Jurnal Manajemen Indonesia, 19(2), 107. https://doi.org/10.25124/jmi.v19i2.2234
Mashego, T. (2022). An Investigation into The Development of Criteria for South African Small Medium Enterprises (SME) Brands to Employ when Collaborating with Relevant Influencers to Reinforce Brand Alignment [Thesis, The IIE]. http://iiespace.iie.ac.za/handle/11622/683
Mauludin, M. S., Ratnawati, D., Arianti, N., Pryastara, M. D., & Novitawati, V. A. (2022). Analisis Persepsi Konsumen Terhadap Penggunaan Jasa Gojek. Salimiya: Jurnal Studi Ilmu Keagamaan Islam, 3(1), Article 1.
McKeon, K. (2019). Visual Objects. Visual Objects. https://visualobjects.com/web-design/blog/social-media-trends-small-businesses
Mordor Intelligence. (2018). Coffee Market Analysis—Industry Report—Trends, Size & Share. https://www.mordorintelligence.com/industry-reports/coffee-market
Natalia, V., & Erdiansyah, R. (2020). Pengaruh Rebranding dan Kualitas Layanan terhadap Brand Image GOJEK. Prologia, 4(2), 221. https://doi.org/10.24912/pr.v4i2.6481
Nestle Nespresso. (2019). OUR STORY | Nestlé Nespresso. https://nestle-nespresso.com/about_us/story
Primaskara, E. A., & Koeswandi, T. A. (2021). Analisis Costumers’ Perspective di Kota Bandung Pada Corporate Reputation Gojek Pasca-Rebranding. Jurnal Ilmu Manajemen dan Bisnis, 12(1), Article 1. https://doi.org/10.17509/jimb.v12i1.34366
Putra, I. K. P. M., & Rastini, N. M. (2022). Peran Brand Image dalam Memediasi Pengaruh E-WOM terhadap Niat Menggunakan GOJEK di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 11(3), 464. https://doi.org/10.24843/EJMUNUD.2022.v11.i03.p03
Putri, G. (2022). Generasi Z, Apa yang Spesial dari Mereka? Temukan di Sini. https://www.lummoshop.co.id/blog/generasi-z-adalah/
Rahmawati, D., Kusniawati, A., & Kasman, K. (2020). Pengaruh Identitas Merek Terhadap Loyalitas Konsumen. Business Management and Entrepreneurship Journal, 2(1), Article 1.
Rai, S., & Nayak, J. K. (2019). Hospitality branding in emerging economies: An Indian perspective. Journal of Tourism Futures, 5(1), 22–34. https://doi.org/10.1108/JTF-07-2018-0047
Ranfagni, S., Faraoni, M., Zollo, L., & Vannucci, V. (2021). Combining online market research methods for investigating brand alignment: The case of Nespresso. British Food Journal, 123(13), 37–58. https://doi.org/10.1108/BFJ-06-2020-0462
Schepers, J., & Nijssen, E. J. (2018). Brand advocacy in the frontline: How does it affect customer satisfaction? Journal of Service Management, 29(2), 230–252. https://doi.org/10.1108/JOSM-07-2017-0165
Wikantara, I. W. A., & Rastini, N. M. (2021). Pengaruh Perceived Ease of Use, Word of Mouth, dan Brand Image terhadap Keputusan Penggunaan Transportasi. E-Jurnal Manajemen Universitas Udayana, 10(5), 436. https://doi.org/10.24843/EJMUNUD.2021.v10.i05.p02
Wilk, V., Soutar, G. N., & Harrigan, P. (2019). Online brand advocacy (OBA): The development of a multiple item scale. Journal of Product & Brand Management, 29(4), 415–429. https://doi.org/10.1108/JPBM-10-2018-2090
Yuswohady. (2022). Tren Konsumen di Bidang Transportasi Berubah Khususnya Milineal. Selular.ID. https://selular.id/2022/07/tren-konsumen-di-bidang-transportasi-berubah-khususnya-milineal-dan-gen-z/