<![CDATA[This study aims to analyze the influence of perceived value on customer satisfaction at the Adeut Futsal Field in Sumedang Regency. The recreational sports services industry in Sumedang faces the dynamics of fierce competition (red ocean market) where the phenomenon of customer switching behavior and a decrease in the number of visits is the main business challenge. Using the theoretical framework of Stimulus-Organism-Response (S-O-R) and the multidimensional dimension of PERVAL (quality value, price value, emotional value, and social value), this study examines how value perception acts as the main antecedent of customer satisfaction. The research method used was causal quantitative with purposive sampling technique on 111 respondents who were active customers of Adeut Futsal. Data were analyzed using descriptive analysis and simple linear regression through SPSS. The results of regression analysis showed that perceived value had a positive and significant effect on customer satisfaction (R2 = 0.549). The scientific implications of this study reinforce the application of the S-O-R model to the cognitive school in the sub-urban recreational sports services industry, proving that multidimensional cognitive evaluation (perceived value) acts as a valid organism to trigger consumer satisfaction responses. The managerial implications suggest the importance of revamping physical facilities (such as interlock floors) and increasing the value of experiences to maintain customer retention.]]>
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