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All Journal Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management
Ilham Niamulloh
Universitas Swadaya Gunung Jati, Cirebon, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effect of Advertising and Brand Image on Purchase Decisions of Kahf Products Ilham Niamulloh; Aang Curatman
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.1124

Abstract

This study aims to analyze the effect of advertising and brand image on the purchasing decisions of Kahf products among male consumers in Cirebon City. This research employs a quantitative approach with an associative method. Data collection was carried out through questionnaires distributed to 183 respondents selected using a purposive sampling technique. Data analysis was conducted using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method. The results of the study indicate that advertising and brand image have a positive and significant effect on purchasing decisions for Kahf products, with brand image having a more dominant influence compared to advertising. These findings suggest that advertising effectiveness, when supported by a strong brand image, is a crucial factor in driving consumer purchasing decisions, particularly for halal men's grooming products. This research is expected to provide theoretical contributions to the field of marketing as well as serve as a practical reference for companies in designing more effective marketing strategies.
The Effect of Advertising and Brand Image on Purchase Decisions of Kahf Products Ilham Niamulloh; Aang Curatman
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.1124

Abstract

This study aims to analyze the effect of advertising and brand image on the purchasing decisions of Kahf products among male consumers in Cirebon City. This research employs a quantitative approach with an associative method. Data collection was carried out through questionnaires distributed to 183 respondents selected using a purposive sampling technique. Data analysis was conducted using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method. The results of the study indicate that advertising and brand image have a positive and significant effect on purchasing decisions for Kahf products, with brand image having a more dominant influence compared to advertising. These findings suggest that advertising effectiveness, when supported by a strong brand image, is a crucial factor in driving consumer purchasing decisions, particularly for halal men's grooming products. This research is expected to provide theoretical contributions to the field of marketing as well as serve as a practical reference for companies in designing more effective marketing strategies.
Co-Authors Aang Curatman