Effect of perceived value on behavioral intention: Satisfaction and trust as mediation variables

The study is aimed to analyze and assess the effect of perceived value on consumer behavioral intention to consume culinary in Solo City with satisfaction and trust as mediation variables. This is an explanatory research using questionnaires. Study population is the tourists who come and visit or follow culinary tour in Solo City. Samples of 284 tourists are chosen by purposive sampling method. Methods analysis used is Structural Equation Modeling with AMOS Program. Research findings revealed that perceived value has positive and significant effect on tourist behavioral intention to consume culinary in Solo City with satisfaction and trust as mediation variables. The implication of research provides an understanding that attitude become one important concept to understand consumer behavior, because it reflects what is thought and felt by consumers. Positive consumer attitudes towards a product will create a preference to choose these products. Data analysis is based on analysis the variables relationship within a certain time from data survey. Given the existence of a culinary tour that is dynamic, it is necessary to identify the changes in more research studies and reexamine the relationship between research variables.