PERAN KEPERCAYAAN DALAM MEMEDIASI PENGARUH KUALITAS PRODUK DAN NILAI TERHADAP NIAT BELI ULANG PRODUK HIJAU (STUDI PADA PRODUK KOPI MEREK STARBUCKS)

  • ni wayan chintia pinaria Fakultas Ekonomi dan Bisnis , Universitas Udayana, Bali
  • I Putu Gde Sukaatmadja Fakultas Ekonomi dan Bisnis , Universitas Udayana, Bali
  • Putu Yudi Setiawan Fakultas Ekonomi dan Bisnis , Universitas Udayana, Bali

Abstract

The objective of the research is to know the role of trust in mediating the effect of product quality and value on the repurchase intention of buying green products (study on Starbucks coffee). Consumers who have purchased Starbucks coffee are the study population. The technique of determining the sample was done by using purposive sampling method with 130 respondents. Questionnaire as research instrument and analysis technique used is Partial Least Square with Sobel Test. Based on the result of research, green perceived quality and green perceived value have positive and significant effect on trust and repurchase intention. Furthermore, it was found an important role of trust that not only directly affects repurchase intention but also significantly mediates the effect of green perceived quality and green perceived value ??on repurchase intentions.

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Published
2018-02-21
How to Cite
PINARIA, ni wayan chintia; SUKAATMADJA, I Putu Gde; YUDI SETIAWAN, Putu. PERAN KEPERCAYAAN DALAM MEMEDIASI PENGARUH KUALITAS PRODUK DAN NILAI TERHADAP NIAT BELI ULANG PRODUK HIJAU (STUDI PADA PRODUK KOPI MEREK STARBUCKS). E-Jurnal Ekonomi dan Bisnis Universitas Udayana, [S.l.], p. 449-476, feb. 2018. ISSN 2337-3067. Available at: <https://ojs.unud.ac.id/index.php/EEB/article/view/31905>. Date accessed: 20 aug. 2022. doi: https://doi.org/10.24843/EEB.2018.v07.i02.p06.
Section
Articles