PERCEIVED CONVENIENCE AND VALUE AS DRIVERS OF COFFEE APPS’ PURCHASE INTENTION: THE ROLE OF TRUST AS A MEDIATOR - Yiu Yiu Shinta; Miharni Tjokrosaputro (Jurnal Muara Ilmu Ekonomi dan Bisnis, 2025)
Sektor usaha kopi yang menggunakan aplikasi pada bisnisnya di negara Indonesia mengalami peningkatan cukup signifikan seiring perubahan gaya hidup masyarakat dengan meningkatnya minat masyarakat untuk mengkonsumsi kopi. Studi ini bertujuan untuk mengkaji secara mendalam pengaruh dari perceived value dan perceived convenience pada purchase intention. Studi ini meneliti lebih jauh peran variabel trust sebagai mediasi pada pengguna aplikasi kopi. Studi ini mengambil pendekatan kuantitatif. Pengambilan data dilakukan dengan membagikan kuesioner melalui google form. Sampel diperoleh melalui metode purposive sampling dengan non-probability sebagai pendekatan sampling. Dari total 221 responden yang berhasil dikumpulkan, sebanyak 10 responden tidak memenuhi kriteria penelitian, sehingga tersisa 211 responden yang layak untuk dianalisis lebih lanjut menggunakan metode PLS-SEM. Hasil penelaahan memperlihatkan hasil dimana  perceived convenience, value dan trust terbukti memberi pengaruh positif signifikan terhadap variabel purchase intention. Variabel perceived convenience dan perceived value juga berpengaruh positif secara signifikan pada trust. Analisis tersebut lebih lanjut menegaskan bahwa kepercayaan memediasi secara parsial pengaruh perceived convenience dan perceived value terhadap purchase intention, karena baik pengaruh langsung maupun tidak langsung terbukti signifikan secara statistik. Hasil tersebut mengindikasikan bahwa trust memegang peranan penting dalam memperkuat hubungan antara perceived convenience dan perceived value pada   purchase intention pada aplikasi kopi. Implikasi penelitian ini memberikan wawasan bagi industri kopi berbasis aplikasi untuk mengoptimalkan kemudahan penggunaan, nilai yang dirasakan, serta membangun kepercayaan konsumen guna meningkatkan efektivitas strategi pemasaran dan mendorong niat pembelian.   The coffee industry that uses application in Indonesia has experienced significant growth, driven by rising coffee consumption and changing societal lifestyles. The purpose of this study is to examine in depth the role of perceived convenience and perceived value on purchase intention among coffee app users, especially using trust as the only mediating variable. As a quantitative research, data for this research were gathered by Google Forms questionnaires distribution. Samples were obtained through purposive sampling using a non-probability sampling approach. Of the total 221 respondents successfully collected, 10 respondents did not meet the research criteria, leaving 211 respondents eligible for further analysis using the PLS-SEM. The findings indicate that perceived value, along with perceived convenience and trust, positively influences purchase intention. Furthermore, perceived convenience and value were found to positively shape consumer trust. The analysis further confirms that trust partially mediates the effects of perceived convenience and perceived value on purchase intention, as both the direct and indirect effects are statistically significant. So, these results emphasize the pivotal role of trust as a mechanism that strengthens the translation of convenience and value perceptions into purchase intention within the context of coffee applications. This study provides an understanding for marketers on the effectiveness of, and more effective marketing strategies for, coffee applications. The implications of this study provide insights for application-based coffee industries to optimize the convenience of the user, perceived value, and the development of consumer trust in order to boost the effectiveness of marketing approaches and encourage purchase intention.