THE EFFECT OF CONSUMER TRUST AND PERCEIVED VALUE ON PURCHASE INTENTION OF ONLINE THRIFT SHOPS IN MANADO

Abstract

The better the seller's appeal to consumer purchase intention, the stronger the consumer's trust in the seller and the value of the product. Competitors will find it increasingly difficult to match consumer trust and perceived value in a product or service. As a result, to compete in the market, a company or business must think creatively and implement new strategies to compete in the market. Consumer trust and perceived value are two types of marketing strategies that might influence consumer purchasing intentions. This study aims to analyze and gain a more comprehensive understanding of the effect of Consumer Trust and Perceived Value on Purchase Intention of online thrift shops in Manado. The researcher conducted this research through quantitative methods. The multiple linear regression analysis methods are used to analyze the effect of the independent variable on the dependent variable. This study conducts with 100 people from Generation Z who have the intention to make purchases in online thrift shops in Manado as the respondents. The Result of this study found that consumer trust and perceived value partially and also simultaneously have a significant positive effect on purchase intention of online thrift shops in Manado.

Keywords: consumer trust, perceived value, purchase intention