Strategi Digital Branding Berbasis Kearifan Lokal dalam Meningkatkan Ekuitas Merek dan Loyalitas Generasi Z

Abstract

This conceptual study examines the strategic synergy between integrating local wisdom narratives into digital branding and its impact on strengthening brand equity and customer loyalty among Generation Z. By developing a theoretical framework that connects culture-based digital branding techniques with key brand equity dimensions—such as brand loyalty, emotional associations, and perceived brand localness—this article maps out how traditional values can serve as a primary competitive advantage in a crowded digital marketplace. The analysis positions Generation Z’s consumption behavior as a focal point, heavily influenced by social media dynamics, peer recommendations, and a growing concern for sustainability and business ethics. The implications of this research highlight the necessity for companies to transition from basic visual promotion toward building profound emotional connections through authentic content. Theoretically, this paper asserts that for digital natives, a product’s appeal is no longer determined solely by its functional attributes, but rather by the extent to which the brand represents their personal identity and the core values they uphold.