Implementation of Rebranding and Lifestyle on Persebaya Merchandise Purchasing Decisions Through Brand Image as a Mediating Variable (Case Study of Aza Wear Consumers at the Persebaya Store in Sidoarjo)

Maulidiah Natasyah (Maarif Hasyim Latif University)
Donny Arif (Maarif Hasyim Latif University)

Escalate : Economics and Business Journal
Vol. 4 No. 4 (2026): Escalate : Economics and Business Journal

This study aims to analyze the influence of rebranding and lifestyle on purchasing decisions of Persebaya merchandise through brand image as a mediating variable on AZA Wear consumers at Persebaya Store Sidoarjo. The method used is quantitative with purposive sampling technique, involving a sample of 127 respondents. Data were processed using SmartPLS 4.1.1.2 through a series of tests including validity and reliability tests, outer model evaluation (convergent validity, discriminant validity, composite reliability, and Cronbach's Alpha), inner model evaluation (R-Square and path coefficient), and hypothesis testing. The results of the study show: 1) Rebranding has a positive and significant effect on Brand Image. 2) Lifestyle has a positive and significant effect on Brand Image. 3) Rebranding has a positive and significant effect on Purchasing Decisions. 4) Lifestyle has a positive and significant effect on Purchasing Decisions. 5) Brand Image has a positive and significant effect on Purchasing Decisions. 6) Brand Image significantly mediates the effect of Rebranding on Purchasing Decisions. 7) Brand Image significantly mediates the effect of Lifestyle on Purchasing Decisions.