Peran Perceived Value Dalam Memediasi Pengaruh Perceived Trust Terhadap Purchase Intention Pada Produk Wardah
Sari
Tujuan penelitian ini diarahkan pada penelusuran korelasi di antara perceived trust serta perceived value, pengujian dampak perceived trust terhadap purchase intention, serta penilaian mengenai bagaimana perceived value berperan menjadi mediator dalam keterkaitannya di antara perceived trust serta purchase intention. Secara online data dikumpulkan melalui pendistribusian kuesioner kepada 110 partisipan. Instrumen penelitian yang dimanfaatkan berupa kuesioner, sementara pengolahan datanya dilaksanakan melalui pengujian mediasi dengan aplikasi SmartPLS. Temuan penelitian memperlihatkan bahwasanya perceived trust secara signifikan positif memengaruhi purchase intention, lalu perceived trust juga secara signifikan positif terbukti memengaruhi perceived value. Kemudian, perceived value secara signifikan positif berdampak bagi purchase intention, beserta perceived value berfungsi sebagai mediator secara complementary (partial mediation) pada korelasi di antara perceived trust serta purchase intention. Berdasarkan perolehan tersebut, peneliti menyarankan agar Wardah terus menyediakan informasi produk yang jelas dan lengkap di platform Shopee, melakukan inovasi berkelanjutan, serta menjaga dan meningkatkan kualitas produk.
Kata Kunci: perceived trust ; perceived value; purchase intention.
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DOI: https://doi.org/10.37531/yum.v8i3.10693
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