The Effect of Advertising and Brand Image on Purchase Decisions of Kahf Products

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.