Value Unveiled: The Interplay of Product Quality, Service, and Aesthetic in Shaping Customer Perceived Value

This study aims to analyze the effect of product quality, service quality, and aesthetic atmosphere on customer perceived value of Bento Kopi Caf in Yogyakarta, Indonesia.The research strategy uses surveys, with the time horizon being cross-sectional.The data collection strategy used a questionnaire, and data analysis used regression with the help of SPSS.The research shows that product quality, service quality, and aesthetic atmosphere positively and significantly impact customer perceived value.