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This study aims to determine the role of perception in mediating the effect of marketing mix on purchase intention. It is important for business people whom engaged in the tourism industry to offering the right product. This research is located at Bali Zoo Gianyar,Bali. The population were foreign and domestic tourists who visited Bali Zoo. From the sampling process, 200 respondents completed the questionnaire completely. The sampling technique used was random sampling method. This study usesdoi:10.24843/eja.2019.v29.i02.p16 fatcat:wmylqi2kbzajvmwuiacuot3ghq