Generation Z Surabaya's Brand Awareness of OH!SOME After KKV Rebranding

Abstract

This study aims to determine the level of brand awareness among Generation Z in Surabaya toward OH!SOME following its rebranding from KKV, a store previously well-known to the public. After the name change, OH!SOME aimed to rebuild its brand identity, particularly among generation Z, its primary target market. OH!SOME communicates its brand identity through various elements, including brand name, website/URL, logo and symbols, and packaging. This research uses a descriptive quantitative method, conducted through an onsite survey of 100 Generation Z respondents residing in Surabaya, using a non-probability sampling technique. The results show that the "logo and symbols" element has the highest average score and falls into the "top of mind" category, while the "packaging" element scores the lowest, although it still remains within the same category. Therefore, the findings indicate that the brand awareness of generation Z in Surabaya toward OH!SOME after KKV's rebranding has reached the highest level of brand awareness, namely top of mind.