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This research evaluated the impact of brand awareness, brand association, and brand awareness and brand association interaction on intention to pay zakat at Dompet Dhuafa Indonesia. Many brand studies on the intention to buy in profit-oriented organizations have been conducted. So this research was performed to see the impact of brand awareness and brand association in non-profit organizations such as amil zakat institution. Using a structured questionnaire, the study used quantitative research design. They are also studying using a zakat payer sample in Jakarta, Indonesia. Two hypotheses were put forward and a sample information set of 100 was used to empirically evaluate these hypotheses. The results show that the brand associations intention to pay zakat has a favorable and substantial impact. Brand awareness also does not become a moderating variable in the brand associations connection with the aim of paying zakat. The empirical research supplied academics with fruitful consequences by making a important contribution to the literature on brand management by systematically investigating the brand associations impact on payment intention. Therefore, this research will add greatly fresh understanding in the domain of zakat management to the current body of brand management literature.