Understanding The Relationship Between Perceived Value And Willingness To Pay: A Study On Pempek Eska

Abstract

This research analyzes the influence of perceived value on consumers' willingness to pay at Pempek Eska MSME. The study employed a quantitative approach with case study design. The sample consisted of one hundred respondents selected through purposive sampling with criteria of having purchased the product at least twice within the last three months. Data collection utilized structured questionnaires with five-point Likert scale that had been tested for validity and reliability. Data analysis employed simple linear regression using SPSS software version twenty-six. Analysis results indicated that perceived value has a positive significant effect on willingness to pay with regression coefficient of zero point seven five four and determination coefficient of sixty-eight point three percent. Quality value and emotional value provide dominant contributions in forming premium payment willingness. Consumers' holistic evaluation of product value constitutes a fundamental determinant of payment willingness in traditional culinary MSMEs. Value proposition optimization through strengthening quality assurance, emotional bonding, and transparent pricing strategy becomes strategic imperative for business sustainability of culinary sector MSMEs.