The Purposes of this research is to find out prediction and outcome intention from consumer perception regarding products through stimulus which obtain when consumer visiting the store. Those stimulus will influence how substantial the effect to the consumer for being willingly to buy the products. Factors which influence consumer’s willingness to buy are perceived relative price, perceived risk and perceived product quality. In addition, store image will influence perceived product quality and perceived risk. Other purposes in this research is to indicate mediating effect between perceived product quality, perceived risk and perceived relative price to willingness to buy. This research is using non probability and convenience sampling method. The total respondents in this research is 103 and consumers who visiting stores Dorothy Perkins Central Park and Grand Indonesia. Data collection method using questionnaire and processed with PLS-SEM, using Smart-PLS program. Empirical evidence found that perceived product value has strong positively influences consumer’s willingness to buy. Perceived relative price and perceived risk positively influences perceived product value, hence perceived product quality doesn’t significantly influences perceived product value. Store image positively influences perceived product quality and perceived risk. However perceived product quality doesn’t act as a mediator between perceived price and perceived value. Perceived value doesn’t act as mediator between perceived quality and consumer’s willingness to buy. / Penelitian ini bertujuan untuk menunjukkan prediksi dan intensi yang muncul dari persepsi konsumen terhadap suatu produk melalui stimulus yang didapatkan oleh konsumen pada saat mengunjungi toko, yang pada akhirnya mempengaruhi seberapa besar keinginan membeli konsumen terhadap produk tersebut. Faktor yang mempengaruhi keinginan untuk membeli konsumen adalah perceived product value, dimana perceived product value dipengaruhi oleh tiga faktor yaitu perceived relative price, perceived risk dan perceived product quality. Store image sebagai salah satu faktor yang mempengaruhi perceived product quality dan perceived risk dalam penelitian ini. Dalam penelitian ini juga bertujuan untuk menunjukkan adanya efek mediasi antara perceived product quality, perceived risk dan perceived relative price terhadap willingness to buy. Metode pengambilan sampel menggunakan non-probabilitas dan pendekatan convenience sampling. Responden dalam penelitian ini berjumlah 103 responden dan merupakan pengunjung yang sedang mengunjungi toko Dorothy Perkins Central Park dan Grand Indonesia. Data responden dikumpulkan dengan metode penyebaran kuesioner dan diolah menggunakan PLS-SEM, dengan bantuan program Smart-PLS. Melalui bukti empiris dapat ditemukan bahwa perceived product value memiliki pengaruh positif yang kuat terhadap keinginan membeli konsumen. Perceived relative price dan perceived risk memiliki pengaruh positif terhadap perceived product value, sedangkan perceived product quality ditemukan tidak memiliki pengaruh signifikan terhadap perceived product value. Store image ditemukan memiliki pengaruh positif terhadap perceived product quality dan perceived risk. Dalam penelitian ini ditemukan bahwa perceived quality tidak memiliki efek mediasi antara hubungan perceived price dan perceived value dan perceived value tidak memiliki efek mediasi antara hubungan perceived quality dan willingness to buy.