Pasaribu, Dimas Kamajaya (2026) Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Skincare Kahf dengan Kepercayaan Sebagai Variabel Intervening Pada Mahasiswa di Fakultas Ekonomi dan Bisnis Universitas Islam Riau. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze the influence of product quality and brand image on purchase decisions of Kahf skincare products, with consumer trust as an intervening variable among students of the Faculty of Economics and Business, Islamic University of Riau. This research adopts a quantitative approach using a survey method through questionnaires distributed to active students who have purchased or used Kahf products. The variables studied include product quality (X1), brand image (X2), consumer trust (Y), and purchase decision (Z). Data were analyzed using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) technique with the aid of Smart PLS 4 software. The results are expected to show that product quality and brand image have a positive and significant effect on both consumer trust and purchase decisions. Furthermore, consumer trust is expected to mediate the relationship between product quality, brand image, and purchase decisions. The findings are expected to contribute to marketing science development, particularly in understanding young Muslim consumer behavior, and to provide practical insights for companies in developing effective marketing strategies for men’s skincare products.

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