The Influence of Brand Awareness and Brand Association on the Repurchase Intention of Dr. Martens’s Shoes in Surabaya City

Abstract

The current fashion industry in the global market is growing rapidly, the footwear industry does not want to be outcompeted. Now, shoes are not only seen in terms of their usefulness, namely as footwear but they have become part of a person’s lifestyle that may be able to reflect their social status and characteristics. Shoes have an important role in terms of dressing, as a support for appearance, and personal identity. According to him, shoes can also improve performance. Purpose: This research aims to determine the effect of the influence of brand awareness and brand association on the repurchase intention of Dr. Martens’s shoes in Surabaya city Patients and methods: The analysis method used is a method test on pls with the results of research that brand awareness and brand association contribute to repurchase intention. Results: The research aims to determine the influence of brand awareness and brand association on the repurchase intention of Dr. Martens shoes in the city of Surabaya. Conclusion: The influence of brand awareness can contribute to the repurchase intention of Dr. Martens’s shoes in Surabaya city; Brand association can contribute to the repurchase intention of Dr. Martens’s shoes in Surabaya city.