Pengaruh Pengaruh Harga dan Kulitas Pelayanan Terhadap Minat Beli di Warung Madura Surabaya

Consumer behaviour is always changing depending on the environment. A very dominant environment can influence consumer behaviour. Factors that support customers to be satisfied with the company are price and service quality factors. Price is a determining factor in making buying decisions. Because the price is related to a person's financial ability, the more he has a high financial ability, the part of buying something is not a problem. Meanwhile, service quality is the second factor after price. Buyers tend to price to determine whether to buy or not. Purchase interest will depend on price and service quality. This study aims to analyse the effect of price and service quality on buying interest in Warung Madura. The population in this study were buyers at Warung Madura in Surabaya. Determination of the sample using Hair where the number of variable indicators is multiplied by 5. The sample in the study amounted to 60 people. Data analysis techniques using multiple linear regression with the help of SPP software vesi 26. The results of the study can be concluded that price has a significant effect on buying interest in Madura stalls in Surabaya. Service quality has a significant effect on buying interest in Madura Surabaya stalls. Price and service quality simultaneously have a significant effect on buying interest in Warung Madur Surabaya.