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The purpose of this study was to examine the role of perceived risk in mediating the effect of perceived quality on perceived value on customers of LPD Adat Jro Kuta Pejeng Village. The population of this study was LPD Adat Jro Village Kuta Pejeng who lived in the Pejeng Village area. A sample of 110 respondents was determined using the purposive sampling method. Methods of data collection using the questionnaire method in the form of a questionnaire. The analysis technique used is path analysis technique (analysis path) and sobel test. The results of the analysis show that perceived quality has a significant negative effect on perceived risk, perceived quality has a significant positive effect on perceived value, perceived risk has a significant negative effect on perceived value, and perceived risk has a significant positive effect as a mediation the effect of perceived quality on

PERAN PERCEIVED RISK DALAM MEMEDIASI PENGARUH PERCEIVED QUALITY TERHADAP PERCEIVED VALUE