The Impact of Brand Ambassadors and Trust on Repurchase Intention in the Footwear Industry

This paper examines how brand ambassadors and brand trust shape consumers' repurchase intentions towards Puma products in Indonesia. The study focuses on individuals aged 18–24 and employs a quantitative approach using PLS-SEM to identify the strength of the relationships between key marketing variables. These findings offer practical insights for strengthening brand strategies in the competitive footwear industry.