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All Journal Jurnal Ekonomi dan Bisnis Jagaditha JMM17: Jurnal Ilmu Ekonomi dan Manajemen Distribusi International Journal of Social Science and Business Warmadewa Management and Business Journal (WMBJ) Wacana Ekonomi : Jurnal Ekonomi, Bisnis dan Akuntansi International Journal of Environmental, Sustainability, and Social Science Jurnal Abdimas Sangkabira AJARCDE (Asian Journal of Applied Research for Community Development and Empowerment) Postgraduated Community Service Journal Jurnal Sutramas Jurnal Kreativitas dan Inovasi (Jurnal Kreanova) Asia Pacific Journal of Management and Education Community Services Journal (CSJ) Al-Amal: Jurnal Pengabdian Masyarakat Jurnal Penelitian Pendidikan Indonesia International Journal of Management and Business Applied International Journal of Management and Digital Business Journal of Sustainable Economic and Business Loka: Journal Of Environmental Sciences Journal of Social Sciences and Cultural Study E-Journal of Tourism Jurnal Ekonomi Kuantitatif Terapan
Ida Bagus Udayana Putra
Fakultas Ekonomi Dan Bisnis, Universitas Warmadewa, Denpasar, Bali-Indonesia
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Perceived Value Mediation on Price and Product Quality Toward Purchase Intention of Balinese Masks Kepakisan, I Nyoman Bagus Yoga; Putra, Ida Bagus Udayana; Amerta, I Made Suniastha; Setini, Made
International Journal of Management and Business Applied Vol. 5 No. 1 (2026)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijmba.v5i1.1789

Abstract

Purpose–This study aims to examine the effect of price and product quality on the purchase intention of Balinese masks in Mas Village, Gianyar, and to analyze the mediating role of perceived value in explaining the relationship between these variables within the context of cultural-based creative products. Methodology/approach–This research employs a quantitative explanatory approach using a survey method. Data were collected from 130 respondents who had experience purchasing or considering the purchase of Balinese masks. The sampling technique used purposive sampling. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to test both direct and indirect (mediating) relationships among variables. Findings –The results indicate that price and product quality have a positive and significant effect on purchase intention. Both variables also significantly influence perceived value, which in turn positively affects purchase intention. Furthermore, perceived value is proven to significantly mediate the relationship between price and purchase intention, as well as between product quality and purchase intention. These findings confirm that consumer buying interest in cultural products is shaped not only by economic and functional evaluations but also by psychological value perception. Novelty/value –This study contributes to the literature by extending the application of the Theory of Planned Behavior and Perceived Value Theory in the context of traditional cultural handicraft products. Unlike prior studies that primarily focus on manufactured or standardized goods, this research emphasizes the mediating role of perceived value in cultural-based creative industries, particularly in Balinese mask products. The findings provide strategic insights for artisans and cultural entrepreneurs in strengthening pricing strategies, maintaining product authenticity, and enhancing perceived value to increase purchase intention.
Co-Authors A.A. Media MARTADIANI A.A. Media Martadiani, A.A. Media A.A.G Oka Wisnumurti Amertha, I Made Suniastha Anak Agung Ayu Dewi Larantika, Anak Agung Ayu Dewi Anak Agung Istri Winda Novitasari ARTANA, I Wayan Santi Darmawan, Anak Agung Rai Darmawan, Kadek Dinda Rahayu Desak Putu Ayu Melbi Suari DEWI, Ni Luh Aria Sukma Faizan Ul-Haq , Faizan Ul-Haq Farah Hida Sharin Febrianto, Petrus Nugraha G. Oka Warmana Gusti Ayu Sugiati I Gede Pasek Mangku I Gede Riana I Gusti Ayu Intan Saputra Rini I Made Mardika I Made Sara I Made Suniasta Amerta I Made Suniastha Amerta I Made Suniastha Amertha I Made Wianto Putra I Putu Bayu Sanjaya I Putu Ellsa Sarassantika I Wayan Gde SARMAWA Ida Aju Brahma Ratih Ida Aju Brahma Sari Ida Ayu Surasmi Ida Ayu Surasmi Ida Bagus Cempena Ida Bagus Cempena Ida Bagus Gede Parama Putra Ida Bagus Gede Parama Putra Ida Bagus Gede Udiyana Ida Bagus Nyoman Udayana Ilham Sentosa Indarwati januarianta, I Kadek Kepakisan, I Nyoman Bagus Yoga Komang Adi Kurniawan Saputra Lestari, Ni Luh Metri Luh Gede Ariastuti Luh Made Mahendrawati Made Ayu Adhi Lestari Made Deda PURWANTINI Melissa Percilla Sutrisman Mochamad Soelton Ni Kadek Sioaji Yamawati Ni Luh Putu Indiani Ni Luh Putu Martini Ni Made Taman Sari Ni Putu Ayu Tika Kurniawati Ni Putu Ratih Pradnyaswari Anasta Putri Ni Putu Ratih Pradnyaswari Anasta Putri Ni Wayan Sitiari Ningsih, Ni Luh Anik Puspa Noviardi Angga WIBOWO Oka, Ida Ayu Diana Dewi Putra, Ida Bagus Gede Parama PUTRA, Putu Krisnanda Aryasa Putri, Ni Putu Ayu Aristha Widiani Putri, Ni Putu Ratih Pradnyaswari Anasta Putu Ayu Krisna Dewi Putu Ngurah Suyatna YASA Putu Ngurah Suyatna Yasa Rai Mutiara Sari Reiro, Leonito Reynaldo Charles de Septin DUWIRI RINI, Febry Puspa Sahya Amertha, Genijayendra Sarmawa, I Wayan Gde Sarmento, Olivia Imaculada do Rêgo Satio WISOBROTO Senastri, Ni Made Jaya Setini , Made Setini, Made Sitiari, Ni Wayan Sugiati, Gusti Ayu Sugita, I Made Suhardi Suhardi Sulistiana, Putu Didik Sumayo, Romeo M. Surasmi, Ida Ayu Tantra, I Gusti Lanang Putu Trisnayanthi, Ni Nyoman Wayan Arya Paramarta WIBAWA, I Made Aryan Satriya Wibawa, I Made Manik Putra Wibowo, Agung Edy Widari, Dewa Ayu Putu Niti Widiastari, Ketut Ayu Widyani, Ketut Bambang Ayu WIDYAWATI, Dewa Ayu Wiratama, Nyoman Indra Wiwekananda, Ida Bagus Ximenes, Mateus