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

The phenomenon of online transportation in Indonesia has indeed been rampant for the last ten years due to increasingly sophisticated technological developments. presence PT Gojek as a startup engaged field received positive response from Gen-Z circles. This can be seen several services that continues develop so end, there are 22 on-demand users enjoy. study aims determine indicators consumer needs preferences measuring brand alignment and how will carry out strategy create identity advocacy Gen-Z. quantitative method used this research uses Partial Least Square Structural Equation Model (PLS-SEM) analysis technique. critical finding is three exogenous variables (Brand Alignment, Brand Identity, Advocacy) positively significantly affect needs. However, yet explore by adopting comprehensive theory. Therefore, future on alignment, identity, advocacy, should discuss more detail sides taking into account relevant theories, such Maslow’s theory markets behavior.