The Effect of Brand Image, Rebranding, and Social Media Marketing on the Purchase Intention of Generation Z Consumers: Evidence from the MU+KU Store in Surabaya
Abstract
The rapid advancement of digital technology and changing consumer behavior have encouraged companies to adopt innovative marketing strategies to remain competitive. One such strategy is rebranding, which has been implemented by MU+KU, a retail concept introduced by PT Matahari Department Store Tbk. to attract Generation Z consumers. This study aims to examine the effects of Brand Image, Rebranding, and Social Media Marketing on the Purchase Intention of Generation Z consumers at the MU+KU Store in Surabaya. A quantitative research approach was employed using a survey of 142 respondents selected through purposive sampling. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using multiple linear regression with IBM SPSS Statistics. The findings indicate that Brand Image, Rebranding, and Social Media Marketing each have a positive and significant effect on Purchase Intention. Simultaneously, the three variables significantly influence consumers' purchase intention, with an Adjusted R Square value of 0.575, indicating that 57.5% of the variation in Purchase Intention is explained by the proposed model. These findings suggest that strengthening brand image, implementing consistent rebranding strategies, and optimizing social media marketing can effectively enhance Generation Z consumers' purchase intention toward MU+KU.
References
Afandi, D. R., Wahyono, D., Widyastuti, & Nugraha, A. R. (2024). Pengaruh social media marketing, harga dan brand image terhadap minat beli. Jurnal EMT KITA, 8(2), 650–658.
Ali, I., & Naushad, M. (2023). Examining the influence of social media marketing on purchase intention: The mediating role of brand image. Innovative Marketing, 19(4), 145–157. https://doi.org/10.21511/im.19(4).2023.12
An, G. K., & Ngo, T. T. A. (2025). Uncovering the influence of social media marketing activities on Generation Z's purchase intentions and eWOM for organic cosmetics. PLOS ONE, 20(6), e0325953. https://doi.org/10.1371/journal.pone.0325953
Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.
Liang, S. Z., Xu, J. L., & Huang, E. (2024). Comprehensive analysis of the effect of social influence and brand image on purchase intention. SAGE Open, 14(1). https://doi.org/10.1177/21582440231218771
Ngo, T. T. A., Bui, C. T., Chau, H. K. L., & Tran, N. P. N. (2023). The effects of social media live streaming commerce on Vietnamese Generation Z consumers' purchase intention. Innovative Marketing, 19(4), 269–283. https://doi.org/10.21511/im.19(4).2023.22
Ningrum, Z. P., & Usmany, V. C. (2025). Pengaruh sosial media marketing terhadap minat beli mahasiswa pada Brand Berrybenka. Kajian Administrasi Publik dan Ilmu Komunikasi, 2(1), 29–37. https://doi.org/10.62383/kajian.v2i1.85
Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D (2nd ed.). Alfabeta.
Syakban, M. H., & Dermawan, R. (2025). The effect of brand image and electronic word of mouth (e-WOM) on buying interest of Mixue consumers in Generation Z in Surabaya City. International Journal of Economics and Commerce, 4(1). https://doi.org/10.55299/ijec.v4i1.1204
Thessalonian, J., & Prasetyo, W. B. (2025). Social media marketing, brand image, dan brand trust: Pengaruhnya terhadap purchase intention skincare lokal. Economic Reviews Journal, 4(3), 1264–1281. https://doi.org/10.56709/mrj.v4i3.846
