THE INFLUENCE OF PERCEIVED VALUE, AND TRUST ON WOM AND ITS IMPACT ON REPURCHASE INTENTION

Objective : to analyze the relationship between Perceived Value to WoM, trust to WoM and Repurchase Intention of Coffee Shop. Theoretical Framework : This study uses a consumer behavior framework, especially the theory of reason action and word of mouth. Method: This research uses a quantitative approach with a survey design using a sample of 165 with convenience sampling technique. The data analysis technique used is Structural equation modeling (SEM); with the Smart PLS device to test the outer model and inner model. Result: Based on the results of data analysis, it shows that perceived value, trust and word of mouth have a direct effect on repurchase intention. Apart from that, Perceive value and trust have an indirect effect on repurchase intention with word of mouth as a mediation. Implications : The results of this study show that to increase repeat purchases by consumers, it is necessary to increase consumer trust and perceived value to increase word of mouth Originality/Value : The results of the study contribute to coffee shop efforts to increase repurchase intentions in the future by increasing consumer value and trust Keuwords: Percieved Value, Trust, Word of Mouth, Repurchase Intention.


INTRODUCTION
In the last five years, local coffee production appears to be increasing.Indonesia's coffee production in 2021 reached 774.60 thousand tons, up about 1.62% from 762.20 thousand tons the previous year, according to the Statistics Indonesia report reported by Databoks-Katadata (Indonesia.go.id., 2022).Some of Indonesia's world-famous coffee-producing regions include Gayo coffee in Aceh Province, Papua coffee, Kintamani coffee in Bali, Toraja coffee in Sulawesi, and Java Ijen Raung coffee in Bondowoso.Other very famous coffee types are Liberica from Riau, Sidikalang from North Sumatra, Flores Bajawa, Temanggung, and Lampung.However, in December 2021, Director of PT Perkebunan Nusantara Research Iman Yani Harahap said Indonesia's coffee consumption currently stands at 300,000 tons, with continued growth (Indonesia.go.id., 2022).The history of coffee in North Sulawesi goes back a long way and is similar to other regions in Indonesia.The tradition of drinking coffee has been a habit of the Manado people since before independence.Besides personal consumption in their own homes, Manado people often go to coffee shops or coffee houses to meet and gather while drinking coffee.The development of coffee houses in Manado City is currently very rapid, especially in the last five years, and many young entrepreneurs have opened coffee shops with the concept of combining traditional and modern.With the proliferation of coffee shops, of course, competition is also increasing.
According to Choi et al. (2019) Coffee shops must always provide maximum service so that customers will be satisfied with what they buy, so they will continue to buy in the future.
WOM is important in the business world.Nowadays people are not easily influenced by  2019) "As a customer trust improves in a service provider, positive WOM communication about the company is more likely to increase".Loyal customers have a strong attachment and full commitment.They will make a positive WOM and they may be less price sensitive.To maintain commitment from customers, coffee shops with the grab & go concept must be able to maintain the quality of their drinks so that they are always good, provide good, friendly and professional service, issue interesting menus, and also adjust the products they sell to current trends in society.so that customers can feel that the company cares about buyers The phenomenon of business that is growing rapidly is the proliferation of various types of cafes that offer not only a cup of coffee or tea but also a comfortable atmosphere.In order to attract as many consumers as possible, food and beverage entrepreneurs who set up cafes compete with each other in improving quality, by arranging menu compositions, nutritional levels, food and beverage color schemes (food and beverage product design), how to arrange attractive dishes, delicious taste, healthy and clean dishes and make its own characteristics.
Success in competition will be met if the company can create and retain customers.defines word-of-mouth as information provided by satisfied customers about a business, product, service or event (the information provided can also be negative).WOM is the most effective way to spread opinions because it is usually done directly or face-to-face in a conversation between two or more people who know each other.WOM is considered more credible and authentic because of the presence of body language and voice intonation that will strengthen the delivery of the message and is more trusted than electronic word-of-mouth which is an online review on social media because reviews in e-WOM can be fake and made up by company.Most WOM is not done online but 90% is done in person.WOM can influence a

RESULT AND DISCUSSION
The results of data processing of the measurement model with smart pls are shown in the table below.

Constructs and items
Outer loading Perceived Value (AVE=0.679;CR=0.894) pv1 In my opinion, the value of the coffee shops that I often visit is because they have quality 0.798 pv4 The coffee shops I frequent are precious to me.

pv5
The coffee shop I often visit can fulfill my needs.

Pv6
The coffee shop that I often visit has better value than its competitors 0.811 Trust (AVE=0.677;CR=0.926) tr1 The coffee shop I frequent is reliable.

tr2
The coffee shop I frequent is an honest coffee shop.

tr3
The coffee shop I often visit has quality coffee.

tr4
The coffee shop that I often visit responds well to customers.0.841 tr5 I believe the coffee shops I often visit provide the best for their customers 0.888 tr6 I admitted that "This coffee shop I frequent is trustworthy 0.722 Word of Mouth (AVE=0.701;CR=0.934) wm1 I shared my experience at a coffee shop that I often visit with friends.0.822 wm2 I say positive things about the coffee shops I frequent 0.793 wm3 I recommend the coffee shops I frequent to others.0.873 wm4 I expressed my satisfaction regarding the coffee shop that I often visit to friends.0.892 wm5 I explain the advantages of the coffee shop I often visit to my friends.0.834 wm7 I love talking about the coffee shops I frequent with my friends.0.805 Repurchase Intention (AVE=0.687;CR=0.929) ri1 I will always visit this coffee shop that I often visit.0.817 ri2 Without consideration, I will revisit the coffee shop I frequent 0.827 ri3 When I want to discuss things with friends, I will invite them to visit a coffee shop that I often visit.10 Based on table 1 above, it shows that all constructs and items used in this research are > 0.7, so it can be concluded that the research instrument is valid and reliable.Based on the HTMT ratio value, table 2 shows the value is above 0.7, so the measuring instrument has internal consistency reliability.

Evaluation coefficient of determination
Endogenous Construct R-squared Word of mouth 0.645 Repurchase intention 0.707 Resource : Data analysis Evaluation of the coefficient of determination as in table 3 shows that the variable word of mouth is explained by the variable perceived value and trust at 64.5%.And repurchase intention is explained by the variables word of mouth, perceived value and trust of 70.7%.

CONCLUSION
The purpose of this study is to analyze the relationship between perceived value to word

The
Influence of Perceived Value, And Trust on Wom and Its Impact on Repurchase Intention ___________________________________________________________________________ Rev. Gest.Soc.Ambient.| Miami | v.18.n.4 | p.1-13 | e04983 | 2024.3 traditional advertisements anymore, they prefer to trust good reviews from people they know because they are considered more accurate.Satisfaction has an important role in consumer WOM in a company.According to Sofia et al. (2020); Song et al. (2019); Torabi et al. (2021); Yuliantoro et al. (2019) If customers are satisfied with the coffee they buy, they will be happy to tell their experiences to their closest people (family and friends) with the occurrence of positive WOM that will indirectly provide promotions to coffee shops with the grab & go concept.According to Chen et al. (2019); Choi et al. (2019) explains that if consumers are satisfied (delighted), they will repurchase and do positive WOM about the company.Meanwhile, if customers feel disappointed (disappointed) they will complain to the company, do nothing, or switch to other service providers.Customers who are satisfied with the performance of the coffee shop will believe in the company and provide positive reviews or word of mouth as described.According to Chen et al. (2019); Choi et al. ( According to Juliana et al. (2020); Kim et al. (2019);Luntungan et al. (2019) It is now easy for consumers to get information from various media about product quality, prices and various brand references which are taken into consideration when making repeat purchase decisions for one particular brand.Various brand references with their respective advantages will make consumer loyalty to a particular brand decrease.The purpose of this study is to analyze the relationship between Perceived Value to WoM, trust to WoM and Repurchase Intention of Coffee Shop.The Influence of Perceived Value, And Trust on Wom and Its Impact on Repurchase Intention ___________________________________________________________________________ Rev. Gest.Soc.Ambient.| Miami | v.18.n.4 | p.1-13 | e04983 | 2024.4 2 LITERATURE REVIEW & HYPOTHESES DEVELOPMENT 2.1 PERCEIVED VALUE Perceived value has been stated as important to predict consumer behavior, satisfaction, purchase intentions, word-of-mouth and loyalty.According to Mencarelli et al. (2017); Guerra-Tamez et al. (2020); Padungyos et al. (2020) describes perceived value as an evaluation or consumer assessment of goods or services based on the perception that what consumers receive is commensurate with the costs incurred.Padungyos et al. (2020) stated that the higher the price, the perception of value also increases, so that the perceived value in a restaurant is considered as an assessment of the time and money spent compared to the experience that customers get from the restaurant.Companies use other marketing elements such as advertising, sales force, and the Internet to communicate and increase perceived value in the minds of customers.Mencarelli et al. (2017); Guerra-Tamez et al. (2020); Padungyos et al. (2020) stated that the greater the customer's perceived value for the company's services, the greater the level of satisfaction.The company must deliver the promised value and the customer must accept and feel that value.Based on the researcher Previous research Mencarelli et al. (2017); Guerra-Tamez et al. (2020); Padungyos et al. (2020) states that perceived value has a significant effect and is accepted as a reliable predictor 2.2 TRUST Trust is considered as one of the important things in relationship marketing.According to Rosid et al. (2020); Siri et al. (2018); Sung, H. J., & Jeon, H. M. (2020) Companies fulfill promises made to customers to maintain long-term loyalty with customers (Nartheh et al., 2013).Trust is important for building long-term relationships with customers, products or services that have been trusted by customers will affect customer attitudes towards the company and will also trigger them to spread positive WOM about the goods or services that have been purchased.According to Rosid et al. (2020);Siri et al.(2018);Sung, HJ, & Jeon, HM (2020)trust is defined as a person's belief that another party will meet their needs, in terms of services, trust is the opinion held by customers that the service provider will provide services that match what is needed.Increased customer trust in service providers, positive WOM about the company tends to increase as well (Gremler et al., 2001; Jalilvand et al., 2017).Based on previous research, it is stated that trust has an influence on WOM.According to Rosid et al. (2020); Siri et al.(2018); Sung, HJ, & Jeon, HM (2020) trust and commitment are considered to have an interdependent relationship with each other (dependent±outcome relationship) and trust has an influence on commitment because trust increases long-term orientation and reduce transaction costs.Customers who are satisfied with the performance of an item or service believe in the company and buy repeatedly or have a commitment.Based on previous research Rosid et al. (2020); Siri et al. (2018); Sung, H. J., & Jeon, H. M. (2020) that trust has a positive influence on commitment.2.3 WORD-OF-MOUTH Sofia et al. (2020); Song et al. (2019); Torabi et al. (2021); Yuliantoro et al. (2019)

Figure 1
Figure 1Research Model to experience the pleasant feeling in the coffee shop I frequent next time.0.828 ri5 When I want to enjoy the best coffee, I will come to a coffee shop that I often visit 0.835 ri6 When my friends and I want to hang out, I recommend hanging out" at a coffee shop that I often visit.0.816 Resource : Data analysis The Influence of Perceived Value, And Trust on Wom and Its Impact on Repurchase Intention ___________________________________________________________________________ Rev. Gest.Soc.Ambient.| Miami | v.18.n.4 | p.1-13 | e04983 | 2024.

(
2021); Chen et al. (2019); Choi et al. (2019).Perceived value also has a positive effect on repurchase intention, supporting studies from Mencarelli et al. (2017); Guerra-Tamez et al. (2020); Padungyos et al. (2020).Apart from that, it can also be concluded that there is a positive and direct influence between trust and WOM, this is in accordance with the research results of Sofia et al. (2020); Song et al. (2019); Torabi et al. (2021); Yuliantoro et al. (2019).Trust also has a positive effect on repurchase intention, this supports the study of Juliana et al. (2020); Kim et al. (2019); Luntung et al. (2019).And there is a direct positive influence of WOM on repurchase intention which is in accordance with the study of Sofia et al. (2020); Song et al. (2019); Torabi et al. (2021); Yuliantoro et al. (2019).
of mouth, trust to word of mouth and repurchase intention of Coffee Shop.Based on the results of data analysis, it shows that perceived value, trust and word of mouth have a direct effect on repurchase Intention.Apart from that, perceive value and trust have an indirect effect on repurchase intention with word of mouth as a mediation.The results of this study show that to increase repeat purchases by consumers, it is necessary to increase consumer trust and perceived value to increase word of mouth Originality/Value: The results of the study contribute to coffee shop efforts to increase repurchase intentions in the future by increasing consumer value and trust 4.Choi, E., & Lee, K. C. (2019).Effect of trust in domain-specific information of safety, brand loyalty, and perceived value for cosmetics on purchase intentions in mobile e-commerce context.Sustainability, 11(22), 6257.5.Choi, M. S., Koo, D. W., & Lee, S. M. (2017).The effect of customers' perceived value on revisit intentions and word of mouth in coffee chains: The moderating effect of gender.The Korean Journal of Franchise Management, 8(1), 43-53.6.Ha, H. K., & Bae, G. (2020

Table 2
Evaluation of HTMT ratio

Table 4
Hypothesis testThe Influence of Perceived Value, And Trust on Wom and Its Impact on Repurchase Intention Based on table 4 above, it shows that all hypotheses are supported by the data because the P value is <0.05.So it can be concluded that there is a direct positive influence between perceived value on WOM, this strengthens the study from Aziz et al. (2018); Correa et al.