Abstract
The purpose of this study is to determine the effect of perceived value on trust and repurchase intention, the effect of trust on repurchase intention, and to determine the role of trust in mediating the effect of value perception on repurchase intention on Green coffee in Denpasar City. The population of this study are consumers of Green coffee products in Denpasar City. The samples of this study are Green coffee consumers residing in Denpasar City. The method to determine the sample used in this study is purposive sampling which is a data source sampling technique with certain considerations. The number of sample used is 100 who lives Denpasar City that have consumed Green coffee. PLS (Partial Least Square) analysis techniques is used to analyse the data. The results of this study indicate that value perception ??and beliefs have a positive and significant effect on Green coffee repurchase intention; value perceptions have a positive and significant influence on trust; and trust positively and significantly mediates the effect of perceived value on consumers' repurchase intention towards Green coffee in Denpasar City.
 Keywords: perception of value, trust, repurchase intention
Highlights
The purpose of this study is to determine the effect of perceived value on trust and repurchase intention, the effect of trust on repurchase intention, and to determine the role of trust in mediating the effect of value perception on repurchase intention on Green coffee in Denpasar City
The results of this study indicate that value perception and beliefs have a positive and significant effect on Green coffee repurchase intention; value perceptions have a positive and significant influence on trust; and trust positively and significantly mediates the effect of perceived value on consumers' repurchase intention towards Green coffee in Denpasar City
Kepercayaan secara positif dan signifikan memediasi pengaruh persepsi nilai terhadap niat beli ulang Green coffee, hal ini memiliki makna bahwa semakin tinggi persepsi nilai yang dimiliki konsumen terhadap kualitas Green coffee yang ramah lingkungan maka semakin tinggi kepercayaan konsumen dengan produk tersebut, sehingga hal ini akan meningkatkan niat beli ulang Green coffee
Summary
K-Liquid Chlorophyll adalah minuman kesehatan (Herbal Drink) yang bahan utamanya adalah sari klorofil dari daun Alfalfa , suatu herbal bernilai nutrisi tinggi. Green coffee dikenal dengan produk herbal yang bermanfaat untuk menurunkan berat badan dan mengatasi lemak berlebih dengan cepat dan aman dikomsumsi, bahan-bahan yang digunakan dalam proses produksinya menggunakan bahan organik yang ramah lingkungan dan bertanggung jawab terhadap lingkungannya. Berdasarkan latar belakang tersebut, maka peneliti ingin meneliti lebih lanjut dengan tujuan untuk mengetahui pengaruh persepsi nilai terhadap niat beli, pengaruh persepsi nilai terhadap kepercayaan, pengaruh kepercayaan terhadap niat beli dan peran kepercayaan dalam memediasi persepsi nilai terhadap niat beli produk ramah lingkungan (studi pada Green coffee di Kota Denpasar) sehingga terdapat empat hipotesis penelitian yang dijabarkan sebagai berikut: H1: Persepsi nilai berpengaruh positif signifikan terhadap niat beli ulang produk hijau Green coffee di Kota Denpasar. H2: Persepsi nilai berpengaruh positif signifikan terhadap kepercayaan produk hijau Green coffee di Kota Denpasar.
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