Peran Kepercayaan Memediasi Pengaruh Persepsi Nilai dan Persepsi Risiko Produk Terhadap Niat Beli Produk (Studi pada Produk Suplemen Hijau Merek Herbalife)

The purpose of this study is to examine the effect of green perceptions, green risk perceptions, and green beliefs on green purchase intentions of Herbalife products, and to determine whether green beliefs are a mediating variable. This research uses purposive sampling sampling technique. The sample used is 100 respondents who are domiciled in Denpasar. The data obtained were analyzed by descriptive analysis and Partial Least Square. The results of the study found that perceptions of green values ??and green beliefs have a positive and significant impact on green buying intentions. The perception of green value has a positive and significant effect on green belief. Furthermore, perceptions of green risks have a negative and significant effect on green beliefs and green buying intentions. The practical implications of this study are important for marketers to take this into account through more intensive programs for health-themed activities such as bicycle sports, marathon, and gymnastics, which are then supported by marketing and education on Herbalife products. The results of the mediation test show that to increase green buying intention not only by emphasizing the perception of green consumer risk alone, but also through increasing their confidence in green products.