The purpose of this study is to investigate the impact of perceived price value and perceived product quality functional value on brand loyalty and purchase intention along with perceived value of transaction as a moderator variable. A survey was conducted with 200 consumers of Toto brand products. Structural equation modelling and Partial Least Square (SEM-PLS) were used for data analysis. This study is important in terms of perceived price value in terms of its effect on brand loyalty, purchase intention and perceived product quality functional value. The results of this study can help businesses (Toto in this specific case) to determine strategy and create correct value perception.