Peran Perceived Quality Memediasi Perceived Price Terhadap Perceived Value Pengguna Jasa Layanan Rumah Kos Jimbaran

ABSTRAK Perceived value konsumen terhadap produk berbeda-beda pada tiap individu. Sebagai pemasar, perceived value konsumen harus dipahami karena merupakan perilaku konsumen sebelum pembelian, saat terjadi pembelian dan pasca pembelian. Penelitian ini bertujuan untuk menguji perceived price dan perceived quality terhadap perceived value pengguna jasa layanan rumah kos di Jimbaran. Pengumpulan data dilakukan menggunakan kuisioner dengan metode purposive sampling yang berjumlah 100 responden. Teknik analisis yang dipakai adalah analisis jalur. Hasil menunjukan bahwa perceived price berpengaruh terhadap perceived quality secara positif signifikan namun perceived price tidak berpengaruh signifikan terhadap perceived value, sedangkan perceived quality berpengaruh positif signifikan terhadap perceived value dan mampu memediasi hubungan perceived price terhadap perceived value secara penuh. Berdasarkan hasil ini, penyedia jasa layanan rumah kos di Jimbaran diharapkan dapat memberikan harga yang sesuai dengan kualitas dari pelayanan dan bilik- bilik kamarnya. Kata kunci: perceived price, perceived quality, perceived value, jasa layanan rumah kos. 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 reflect the quality of their rooms and services. Keywords: perceived price, perceived quality, perceived value, boarding houses.