FAKTOR YANG MEMPENGARUHI MINAT BELI PRODUK MAKANAN DAN MINUMAN USAHA KECIL MENENGAH KABUPATEN TANGERANG

The purpose of this research was to see the influence of product quality, perceived service, and price to buying interest to the SMEs products in Tangerang. The research type was quantitative. The research object and subject were SMEs in Tangerang and consumers. The data was collected by personally administered questionnaires that utilized convenience sampling method. The analysis method used multiple regression. Product quality, perceived service and price affectted to buying interest simultaneously. Product quality and price affected to buying interest partially; while perceived service had no impact to buying interest.