Abstract
The risks faced by customers when using the services of LPD, with attention to and maintain the quality of the company provided to customers will be added value to the LPD. The purpose of this study to determine the effect of service quality on the perception of customer value mediated by risk perception. This research was conducted at LPD Pererenan Kabupaten Badung. The sample used is 100 customers. The technique of this research is purposive sampling and analysis technique used is path analysis technique. Quality of service has a positive and significant impact on the perception of value. Perceptions of risk have a negative and significant impact on the perception of value, which means that when perceived risk perceptions of customers when using LPD services are high, the perception of customer value on LPD is low. Service quality has a negative and significant impact on risk perception. Perceptions of risk mediate the effect of service quality on the perception of customer value positively and significantly, it proves when the quality of service and perception of customer value is high then customer risk perceptions aat using LPD services low. A good LPD business should be able to maintain the quality of service provided to its customers, in terms of service. LPDs should be able to prioritize the interests of LPD customers in financial services LPD, able to establish good service quality and perception of good customer value.
 
 Keywords: service quality, customer perception, risk perception
Highlights
The risks faced by customers when using the services of Lembaga Perkreditan Desa (LPD), with attention to and maintain the quality of the company provided to customers will be added value to the LPD
The risks faced by customers when using the services of LPD
The purpose of this study to determine the effect of service quality on the perception of customer value mediated by risk perception
Summary
Tabel 1., menunjukan perkembangan LPD pada awal dikenal Tahun 1984 berjumlah 8 LPD, Tahun 1985 berjumlah 24 LPD, Tahun 1986 meningkat menjadi 71 LPD, Tahun 1990 berumlah 341 LPD, Tahun 1995 berjumlah 849, lima Tahun kemudian Tahun 2000 LPD berjumlah 930, Tahun 2005 berjumlah. Persepsi nilai menurut Ariyanti & Iriani (2014) adalah sebuah penilaian mengenai kegunaan produk atau jasa yang diterima nasabah pada saat menggunakan jasa pelayanan LPD.Keberadaan LPD yang semakin berkembang dan dikenal di masyarakat Desa merupakan sebagai nilai tambah dalam operasional LPD, dimana masyarakat akan mulai percaya menyimpan uangnya di LPD, sehingga penyaluran kredit LPD semakin tinggi. Persepsi nilai nasabah yang dibentuk LPD dapat dilihat juga dari kepengurusan LPD biasanya merupakan orang- orang yang tinggal di Desa itu, maka biasanya terbentuk jaringan sosial yang baik sehingga nasabah atau masyarakat akan merasa lebih nyaman dan percaya menggunakan jasa keuangan LPD dibandingkan jasa keuangan lainnya (Atmadja et al, 2016). Uji reliabilitas merupakan teknik untuk mengetahui apakah instrumen pada kuesioner konsisten atau tidak pada hasil sebelum dan sesudahnya, ketika alat ukur tersebut digunakan kembali pada penelitian yang memiliki objek sama dengan teknik yang sama meskipun waktu penelitian berbeda, maka hasil yang didapatkan akan sama (sugiyono,2012:172). Pengujian hipotesis mediasi dapat dilakukan dengan prosedur yang dikenal dengan Uji sobel (Sobel test)
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