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.