Bika Amalia Sholekhah, . (2026) PENGARUH INOVASI PRODUK DAN LABELISASI HALAL TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI BRAND IMAGE. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the influence of product innovation and halal labeling on purchasing decisions of Kahf skincare products, with brand image as a mediating variable. This study employed a quantitative approach using a survey method. The population of this study consisted of Kahf consumers in the DKI Jakarta area, with a sample of 415 respondents selected using probability sampling through the simple random sampling method. Data analysis was conducted using the Structural Equation Modeling–Partial Least Square (SEM-PLS) method with the assistance of SmartPLS 4.0 software. The results of this study indicate that product innovation has a positive and significant effect on purchasing decisions and Kahf ’s brand image. Halal labeling has a positive and significant effect on brand image, but does not have a significant direct effect on purchasing decisions. Brand image is proven to have a positive and significant effect on purchasing decisions. The findings also reveal that brand image is able to mediate the influence of product innovation and halal labeling on purchasing decisions of Kahf products. This study demonstrates that consumers’ purchasing decisions toward Kahf products are more dominantly influenced by product innovation and brand image rather than halal labeling directly. Halal labeling does not directly encourage consumers to make purchases, but it plays a role in shaping positive brand perceptions. Therefore, brand image becomes a strategic factor that strengthens the influence of product innovation and halal labeling on purchasing decisions of Kahf products. Keywords: product innovation, halal labeling, brand image, purchasing decisions, men's skin care.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No.Panggil: 2310121001] [Pembimbing: Prasetyo Hadi] [Penguji 1: Miguna Astuti] [Penguji 2: Alfatih Sikki Manggabarani] |
| Uncontrolled Keywords: | product innovation, halal labeling, brand image, purchasing decisions, men's skin care |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2) |
| Depositing User: | BIKA AMALIA SHOLEKHAH |
| Date Deposited: | 27 Aug 2026 06:44 |
| Last Modified: | 27 Aug 2026 06:44 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53014 |
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