Pengaruh Perceived Value terhadap Purchase Intention dengan Brand Trust sebagai Variabel Mediasi : Studi Kasus pada Konsumen Teh Kemasan di Surabaya

Dana Aditya; Ni Ketut Yulia Agustini

doi:10.47134/jampk.v4i1.1222

Authors

Dana Aditya Universitas Wijaya Kusuma
Ni Ketut Yulia Agustini Universitas Wijaya Kusuma

DOI:

https://doi.org/10.47134/jampk.v4i1.1222

Keywords:

Perceived Value, Brand Trust, Purchase Intention, Teh Kemasan, Low Involvement Product

Abstract

Penelitian ini bertujuan menganalisis pengaruh perceived value terhadap purchase intention dengan brand trust sebagai variabel mediasi pada konsumen teh kemasan di Surabaya. Kebaruan terletak pada pengukuran perceived value secara multidimensional melalui kerangka PERVAL yang mencakup emotional value, social value, performance value, dan value for money, diintegrasikan dengan mekanisme jalur ganda pada kategori produk low involvement. Hasil analisis terhadap 180 responden mengonfirmasi bahwa perceived value merupakan determinan dominan purchase intention, baik secara langsung maupun tidak langsung melalui mediasi parsial brand trust. Temuan ini membuktikan bahwa pada produk low involvement, persepsi nilai sensoris-emosional memiliki kekuatan langsung yang melampaui jalur kognitif-kepercayaan. Secara manajerial, strategi pemasaran perlu memprioritaskan penciptaan pengalaman sensoris-emosional unggul serta menjaga konsistensi kualitas sebagai penguat ketahanan konsumen.

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