PERCEIVED VALUE DAN PERCEIVED QUALITY TERHADAP BEHAVIORAL INTENTION WISATAWAN DI TAPLAU PADANG

The purpose of this study was to determine the effect of perceived value and perceived quality partially to the behavioral intention of tourists in Taplau Padang. The population in this study are domestic tourists visiting Taplau Padang. The number of samples in this study were 30 respondents which using the technique of non probability sampling. This study is proving the perceived value and perceived quality can influence the behavioral intention of tourists. This study is using descriptive quantitative analysis method which statistical hypothesis testing. Stages of testing the authors do include multiple linear regression test, t-statistical test and coefficient of determination (R2). Results of multiple linear regression analysis in obtaining value Y = 5.255 + 0.751 X1 + 0.233 X2 + e. Perceived value has a significant influence on the behavioral intention of tourists and perceived quality has no significant effect on the behavioral intention of tourists in Taplau Padang because the significant value is greater than 0.05. while simultaneously perceived value and perceived quality influence the behavioral intention of tourists in taplau Padang. And perceived value and perceived quality contribute to the influence of behavioral intention of 61.5% and the remaining 38.5% influenced by other factors.Key word: perceived value, perceived quality dan behavioral intentio