<![CDATA[Purpose – This study aims to examine the effects of rebranding, online customer reviews, and perceived value on customer loyalty among Generation Z consumers of Innisfree beauty products in Indonesia. Design/Methodology/Approach – This study employed a quantitative explanatory research design to test causal relationships among the variables. Data were collected through online questionnaires from 140 Generation Z consumers of Innisfree beauty products in Indonesia. The data were analyzed using IBM SPSS Statistics version 29. Findings – The results indicate that rebranding and perceived value have positive and significant effects on customer loyalty. In contrast, online customer reviews have a negative and significant effect on customer loyalty. These findings suggest that strategic brand transformation and strong perceived value can strengthen consumer loyalty, while online reviews may require careful management as their influence depends on consumers’ interpretations and perceptions of digital information. Originality/Value – This study contributes to the consumer behavior and digital marketing literature by examining the simultaneous role of brand transformation, electronic word-of-mouth, and perceived value in shaping Generation Z’s loyalty toward a global beauty brand. The findings provide practical implications for companies in managing rebranding initiatives, enhancing consumer value perceptions, and developing effective digital reputation management strategies to strengthen customer loyalty. ]]>
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