PERAN PERCEIVED QUALITY MEMEDIASI PERCEIVED PRICE TERHADAP PERCEIVED VALUE PENGGUNA JASA LAYANAN RUMAH KOS JIMBARAN
ABSTRACT: Consumer’s perceived
value differs among individuals. As marketers, consumer perceived value must be
understood as it represents consumer behavior before purchase, during purchase
and after purchase. This research was conducted to examine the relationship
among consumers’ perceived price, perceived quality and perceived value of
boarding houses in Jimbaran. Purposive sampling method was used to collect data
with a total sample of 100 respondents and path analysis was used to analyse
the data. The result of this study shows that perceived price has a positive
and significant effect on perceived quality but insignificant effect on
perceived value, while perceived quality has a positive and significant effect
on perceived value and it also significantly mediates the relationship between
perceived price and perceived value. This indicates that providers of boarding
houses in Jimbaran should set their prices that reflects the quality of their
rooms and services.
KEYWORDS: perceived price,
perceived quality, perceived value, boarding houses
Penulis: Satya Pariana
Buditama, Asti Aksari
Kode Jurnal: jpmanajemendd170064
