Abstract
This study aims to develop a rebranding strategy for Batik Pendopo products as local cultural heritage through social media to attract Generation Z’s purchase intention. The study employed a descriptive qualitative approach with a single-case study design conducted at Batik Pendopo, Deli Serdang Regency, North Sumatra, in 2026. Data were collected through observations, interviews, focus group discussions (FGDs), digital observations, documentation, structured responses from 100 Generation Z participants, and purchase records. The rebranding strategy included brand repositioning, visual identity strengthening, brand storytelling, and the development of content for Instagram and TikTok. The results show that 96% of participants considered batik to appear more modern after viewing the rebranding content, 96% considered it suitable for Generation Z, and 96% considered local cultural values to remain relevant. Furthermore, 93% felt more connected to Batik Pendopo, 92% expressed interest in learning more about the products, 91% wanted to try them, and 92% expressed purchase intention if the products met their needs. Generation Z’s purchase data also showed an upward pattern through June 2026, although this increase cannot be interpreted as evidence of a direct causal relationship between the rebranding strategy and sales performance. These findings indicate that rebranding can bridge the preservation of local cultural values with the need for a more modern and relevant brand image for Generation Z. The study concludes that rebranding local cultural products should preserve their cultural identity while strengthening the way that identity is communicated through visual, narrative, and digital approaches that are relevant to younger consumers.