THE EFFECT OF PERCEIVED VALUE ON ONLINE CONSUMER PURCHASE INTENTION THROUGH TRUST AS A MEDIATING VARIABLE IN BREW ME TEA PRODUCTS

The dynamics of online sales of Brew Me tea products highlight the need for an in-depth understanding of the factors that influence consumers’ online purchase intentions. This study aims to test and explain the influence of perceived value on consumers’ online purchase intentions through trust as a mediating variable for Brew Me tea products in Denpasar. This study employs a quantitative approach using purposive sampling of 100 respondents residing in Denpasar who have accessed Brew Me tea products through digital channels but have never made a purchase. Data were analyzed using Partial Least Squares-based Structural Equation Modeling (PLS-SEM). The results indicate that perceived value has a positive and significant effect on purchase intention; perceived value has a positive and significant effect on trust; trust has a positive and significant effect on purchase intention; and trust was found to partially mediate the effect of perceived value on consumers’ online purchase intention for Brew Me tea products. These findings reinforce the application of the Stimulus-Organism-Response (SOR) theory in explaining consumer purchase intention behavior in the context of digital marketing for premium local tea products, and provide practical implications for Brew Me to optimize its digital marketing strategy by strengthening perceived value and building consumer trust on an ongoing basis.