Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Skincare Kahf dengan Kepercayaan Intervening
DOI:
https://doi.org/10.54259/manabis.v5i2.7555Keywords:
Brand Image, Consumer Trust, Purchase Decision, Product Quality, Kahf SkincareAbstract
This study aims to analyze the effect of product quality and brand image on the purchase decisions of Kahf skincare products, with consumer trust as an intervening variable among students of the Faculty of Economics and Business at Universitas Islam Riau. This research employs a quantitative approach using a survey method through questionnaires distributed to active students who have used Kahf products. The research variables include product quality (X1), brand image (X2), consumer trust (Y), and purchase decision (Z). Data analysis was conducted using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4 software. The results indicate that product quality and brand image have a positive and significant effect on consumer trust and purchase decisions. Furthermore, consumer trust is found to mediate the relationship between product quality and brand image and purchase decisions. These findings are expected to contribute to the development of marketing knowledge, particularly in the context of young Muslim consumer behavior, and to serve as a consideration for companies in designing effective marketing strategies for men’s skincare products
Downloads
References
Andora, M., & Yusuf, A. (2021). Pengaruh Viral Marketing Terhadap Keputusan Pembelian Melalui Kepercayaan Pelanggan Pada Platform Shopee. Jurnal Manajerial, 20(2), 208–216. https://doi.org/10.17509/manajerial.v20i2.29138
Cinta, S. K., & Supryadi, D. I. (2026). The influence of product quality and brand image on purchase decisions of Wardah sunscreen through trust as a mediating variable in Mataram City. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 9(1), 8328–8341. https://doi.org/10.31538/iijse.v9i1.9271
Citra, D. A. (2022). How brand ambassador, brand image, and product quality influence consumer behavior. IEOM Society Proceedings. https://ieomsociety.org/proceedings/2022india/687.pdf
Gani, S. M. A., Mohungo, Y., & Sarju, H. (2026). The influence of brand image and product quality on purchasing decisions for Avoskin skincare products mediated by consumer trust in Ternate City. International Journal of Business, Law, and Education, 7(1), 247–254. https://doi.org/10.56442/ijble.v7i1.1361
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2017). Multivariate data analysis (8th ed.). John Wiley & Sons.
Hermawan, I. G. N. W. (2023). Pengaruh Promosi Dan Saluran Distribusi Terhadap Keputusanmembeli Produk Jasa Pada Pandawa Kargodi Kartasura Jawa Tengah. Jurnal Ilmiah M-Progress, 13(2), 102–112.
Hudzaifah, Y. (2024). Halal awareness, brand image, and viral marketing: Three key factors influencing purchasing decisions for halal skin care and cosmetics products in Pontianak. Ekuilibrium Jurnal Ilmiah Bidang Ilmu Ekonomi.
Imani, A. N., Hardini, R., & Digdowiseiso, K. (2023). The effect of product quality, brand image and brand trust on purchase decision of Wardah cosmetics in Jakarta National University. Syntax Admiration, 4(1), 430–450. https://doi.org/10.46799/jsa.v4i1.861
International, E. (2025). Men’s grooming in Indonesia.
Islamiati, D. R., Trihidayani, F., Azhari, M., Badri, M., Fitriah, N., Aliffiani, Q., Firliandoko, R., Hikmah, S. N., & Maulidina, S. S. (2023). Pengaruh E-commerce Shopee Terhadap Kepercayaan Konsumen. Karimah Tauhid, 2(4), 929–941.
Kahf. (n.d.). Everyday companions to build your confidence. https://www.kahfeveryday.com/en/
Kantar. (2025). Why Indonesia’s beauty market is growing faster than ever. https://www.kantar.com/inspiration/fmcg/why-indonesia-s-beauty-market-is-growing-faster-than-ever
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed). Pearson Education Limited.
Kumar, S. (2025). Understanding Gen Z’s local skincare choices. Lentera Jurnal Manajemen, 3(2).
Kurniastuti, A., & Wahyudi, L. (2025). The intention to buy halal skincare for men: A case study on Kahf face wash product. Journal of Organizational and Human Resource Development Strategies, 2(1), 50–69. https://doi.org/10.56741/ohds.v2i01.961
Lena, E. M., Mursito, B., & Hartono, S. (2021). Kepuasan Pelanggan Ditinjau Dari Kualitas Produk, Citra Merek Dan Pelayanan Pada Outlet 3 Second Surakarta. Jurnal Ekbis : Analisis, Prediksi Dan Informasi, 22(1), 55–68.
Makanan, B. P. O. dan. (2025). Data persetujuan izin edar kosmetik. https://cekbpom.pom.go.id
Nadhiro, S. (2025). The influence of product attributes and brand trust on purchase decision. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE).
Ngah, A. H. (2021). Intention to purchase halal cosmetics: Do males and females differ? Cosmetics, 8(1), 19. https://doi.org/10.3390/cosmetics8010019
Pane, D. N., Fikri, M. E., & Anggara, B. (2020). Pengaruh Produk Dan Kepercayaan Terhadap Keputusan Konsumen. Jurnal Manajemen Tools, 12(2), 1–13.
Putri, I. I. E. (2022). The influence of product quality and brand image on purchase decision. Conference Asia.
Sharp, B., Dawes, J., & Victory, K. (2024). The market-based assets theory of brand competition. Journal of Retailing and Consumer Services, 76. https://doi.org/10.1016/j.jretconser.2023.103566
Vannesa, R. W. (2024). The influence of product quality and brand image on consumer purchase decisions. International Journal of Economics, Business and Management Research (IJEBMR).
Yoshino, N., & Morgan, P. J. (2021). Financial literacy and SMEs’ performance: Empirical evidence. Asian Development Review, 38(1), 1–27.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Dimas Kamajaya Pasaribu, Syaefulloh Syaefulloh
This work is licensed under a Creative Commons Attribution 4.0 International License.
