Peran Persepsi Nilai dalam Memediasi Pengaruh Electronic Word of Mouth dan Kesadaran Kesehatan Konsumen terhadap Niat Pembelian Produk Pure Matcha

Meysi Anastasya (Telkom University)
Astri Wulandari (Telkom University)
Ganjar Mohamad Disastra (Telkom University)

JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Vol 10 No 2 (2026): JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)

The increasing demand for healthy beverages highlights the need to understand factors influencing consumers' purchase intentions. Previous studies have mainly examined Electronic Word of Mouth (e-WOM), Consumer Health Consciousness, Perceived Value, and Purchase Intention separately, while their integrated relationship in local healthy beverage products remains underexplored. This study aims to analyze the effects of e-WOM and Consumer Health Consciousness on Purchase Intention through the mediating role of Perceived Value among Pure Matcha Pikulabs consumers. A quantitative explanatory approach was employed using a cross-sectional survey of 200 respondents selected through purposive sampling. Data were collected using an online questionnaire and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that e-WOM and Consumer Health Consciousness significantly affect Perceived Value and Purchase Intention. Perceived Value has the strongest direct effect on Purchase Intention and partially mediates both relationships. These findings suggest that integrating digital communication, health-oriented marketing, and value creation is essential to strengthen consumers' purchase intentions toward healthy beverage products.