PENGARUH PERSEPSI KUALITAS DAN PERSEPSI HARGA TERHADAP PERCEIVED VALUE, CITRA PERUSAHAAN DAN MINAT KONSUMEN MEMBELI BERAS KOMERSIAL BULOG DI KOTA PEKANBARU

Abstract

Staple foods such as rice needs of Indonesia’s populationis in creasing annually in line within creases
in population. Consumer demand forrice vary fromone customer to another. Under standing the type and quality
of rice what is needed by consumers will facilitate indetermining the marketing strategy of rice. The purpose of
the study was to determine the effect of direct and indirect perception of quality and price perception on
purchase interest through perceived value and corporate image. The study population are consumers of rice in
the city of Pekanbaru. The number of samples are 140 people selected by purposive sampling technique. The
variables used are perceived quality and perceived price as an independent variable, buying interest as the
dependent variable and the variable perceived value and image of the company as an intervening variable. The
analysis too lis used path analysis (path analysis). The results showed that the direct perception of product
quality and price perception is positive but not significant effect on buying interest. Perceived quality and
perceived price positive and significant impact directly and indirectly on buying interest through perceived
value but not significant through the company’s image.While perceived value positive and significant impacton
the buying interest, while the image of the company but not significant positive effect on buying interest. The role
of mediating variables is greater than the perceived value of variables affecting the company’s image in the
perception of quality and price perceptions of the buying interest.

Keyword: Perception ofQuality, PricePerception, Perceived Value, Corporate Image and Interests.