PERAN KEPERCAYAAN MEMEDIASI PENGARUH PERSEPSI NILAI TERHADAP NIAT BELI BREW ME TEA SECARA ONLINE

This research was conducted in Brew Me Tea produced by PT. Bali Lights Anugerah Pertiwi Denpasar. This study used 100 respondents using purposive sampling. Data was collected using a questionnaire with 15 indicators measured using a five-point Likert scale and analyzed using path analysis. The results show that perceived value and trust have significant positive effect on the purchase intention, Trust significantly mediates the relationship between perceived value and purchase intention. These results confirm that a good perception of value can increase trust in a product and thus will affect consumers' purchase intention the product. Keywords: Trust, Perceived Value, Purchase Intention