Pengaruh Citra Merek Dan Inovasi Produk Terhadap Keputusan Pembelian Produk Kahf Dengan Minat Beli Sebagai Mediasi

Rizki, Muhammad (2026) Pengaruh Citra Merek Dan Inovasi Produk Terhadap Keputusan Pembelian Produk Kahf Dengan Minat Beli Sebagai Mediasi. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to empirically examine and analyze whether brand image and product innovation influence purchasing decisions of Kahf facial wash, with purchase intention acting as a mediating variable. This research employs a quantitative approach using a non-probability sampling technique. The sample consists of 160 respondents. Data analysis was conducted using the Structural Equation Modeling (SEM) method with SmartPLS software. The results indicate that brand image and product innovation have a positive and significant effect on purchasing decisions of Kahf facial wash. Furthermore, purchase intention positively and significantly mediates the relationship between brand image and purchasing decisions, as well as between product innovation and purchasing decisions

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