Review The Application of Factors that Influence Customers in Increasing Purchase Intention for Local Brand Sneaker Footwear Products in Indonesia

The competition in the footwear product business in the world is very competitive. Asia is the highest footwear producer at 88.2% as well as the highest consumer at 56%, followed by the Americas which produces footwear at 6.1% while the consumption rate reaches 20.8%. This proves that countries in Asia export a lot to other countries including Indonesia as the third highest exporter of footwear after China and Vietnam. The total footwear produced by the State of Indonesia reaches 1083 million pairs of footwear. Indonesia not only meets domestic needs, but Indonesia exports footwear up to 427 million pairs, but many imported products also enter Indonesia up to 150 million pairs. This is certainly a competition between imported/global brand footwear products and local brands. However, the results of the distribution of a questionnaire conducted by an online survey named Kurious in 2023 with https://www.kurious.id website address, with a total of 399 respondents conducted from February 14 – February 22, 2023. The purpose of this study is to find out what factors can affect customers in increasing the purchase intention of local brand sneaker footwear products in Indonesia. The method used in this study is a qualitative method using a descriptive approach of analysis and analysis through literature review from various Scopus publications on existing problems. The results of the study show that the factors that can influence customers in increasing the purchase intention of local brand sneaker footwear products in Indonesia are divided into 3 perspectives, namely consumers consisting of ethnocentrism or nationalism, emotional attitudes of liking local brands, then from the perspective of producers consisting of increasing creativity, innovation, durable product quality and conducting intensive promotions with the support of celebrities to influencing consumer behavior and then the third from a cultural perspective / cultural environment, including creating a taste for local products