<![CDATA[ABSTRAK Tujuan dari penelitian ini untuk mengetahui peran perceived value memediasi pengaruh kualitas pelayanan terhadap kepuasan konsumen (studi konsumen pada Kedai Cafeetory di Kota Denpasar). Jumlah sampel yang digunakan sebanyak 100 orang dengan metode non probability sampling, khususnya purposive sampling. Pengumpulan data dilakukan dengan menyebarkan kuesioner dan menggunakan skala likert. Teknik analisis yang digunakan adalah analisis path dan uji sobel untuk mengetahui pengaruh mediasi. Hasil analisis menemukan kualitas pelayanan berpengaruh positif dan signifikan terhadap perceived value dan kepuasan konsumen. Perceived value berpengaruh positif dan signifikan terhadap kepuasan konsumen. Penelitian ini menunjukkan bahwa perceived value memediasi pengaruh kualitas pelayanan terhadap kepuasan konsumen. Kata Kunci: kualitas pelayanan, perceived value, kepuasan konsumen ABSTRACT This paper aims to know the role of perceived value in mediating the effect of service quality costumer satisfaction (consumer study in Kedai Cafeetory at Denpasar City).The sample used in this study were 100 people by using non probability sampling, especially purposive sampling method. Data collected by giving questioner with the likert scale. Data analysis technique is done by using path analysis and sobel test to know the mediating effect. The result shows that service quality has positive and significant effect on perceived value and costumer satisfaction. Perceived value has positive and significant effect on costumer satisfaction. This study also proof that perceived value can significantly mediate the effect of service quality on costumer satisfaction. Keywords: service quality, perceived value, costumer satisfaction]]>
