The purpose of this study is to examine the concept of consumer perceived value. The research was conducted qualitatively by reviewing the theory and previous studies to explain the phenomenon of the research problem. The results showed that consumer perceived value which is part of consumer behavior has two main dimensions, namely perceived quality and perceived risk. The indicators for each dimension are adjusted to the product or service, given the differences in quality and risk that will be received based on products and services. This research has the information needed by marketing before implementing a marketing strategy, which needs to be a preference for consumer value through consumer perceived value. The importance of understanding consumer behavior in order to achieve marketing performance and sustainable marketing.