PENGARUH KUALITAS PELAYANAN TERHADAP PERSEPSI NILAI NASABAH YANG DIMEDIASI OLEH PERSEPSI RISIKO STUDI PADA NASABAH LPD PERERENAN KABUPATEN BADUNG

The risks faced by customers when using the services of LPD, with attention to and maintain the quality of the company provided to customers will be added value to the LPD. The purpose of this study to determine the effect of service quality on the perception of customer value mediated by risk perception. This research was conducted at LPD Pererenan Kabupaten Badung. The sample used is 100 customers. The technique of this research is purposive sampling and analysis technique used is path analysis technique. Quality of service has a positive and significant impact on the perception of value. Perceptions of risk have a negative and significant impact on the perception of value, which means that when perceived risk perceptions of customers when using LPD services are high, the perception of customer value on LPD is low. Service quality has a negative and significant impact on risk perception. Perceptions of risk mediate the effect of service quality on the perception of customer value positively and significantly, it proves when the quality of service and perception of customer value is high then customer risk perceptions aat using LPD services low. A good LPD business should be able to maintain the quality of service provided to its customers, in terms of service. LPDs should be able to prioritize the interests of LPD customers in financial services LPD, able to establish good service quality and perception of good customer value.   Keywords: service quality, customer perception, risk perception