THE EFFECT OF PERCEIVED VALUE TO PURCHASE INTENTION IN BUILDING CONSUMER TRUST ON SHOPEE LIVE STREAMING (CASE OF AVOSKIN)

Triavidiasari, Anindya (2024) THE EFFECT OF PERCEIVED VALUE TO PURCHASE INTENTION IN BUILDING CONSUMER TRUST ON SHOPEE LIVE STREAMING (CASE OF AVOSKIN). S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

The objective of this study is to find the effect of perceived value (utilitarian value, hedonic value, and social value) to purchase intention in building consumer trust (trust in seller and trust in product) based on stimulus-organism- response (SOR) model. There are 139 respondents that passed the filter questions. The questionnaire was gathered through online questionnaire that was shared in Google Forms while using Likert-scale. Partial Least Square-Structural Equation Model (PLS-SEM) was used to analyze the data. The finding of this research shows that utilitarian value, hedonic value, social value positively influences trust in seller, utilitarian value also positively influence trust in product. Meanwhile, hedonic value is doesn’t influence trust in product and social value positively doesn’t influ ence trust in product. Trust in seller positively influence trust in product and also purchase intention. Lastly, trust in product influence purchase intention.

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