<![CDATA[This study aims to analyze the influence of service quality, price perception, and promotion strategies on consumer buying interest in Takoyaki MSMEs in Sugio District, Lamongan. The research uses a quantitative approach with a survey method. The study population amounted to 280 consumers and the sample was determined using the Slovin formula so that 74 respondents were obtained. Primary data were collected through a Likert scale-based questionnaire and analyzed using IBM SPSS Statistics 25. The results of the study showed that the quality of service had a positive and significant effect on consumer buying interest with a tcal value of 2,450 > a table of 1,994 and a significance value of 0.000 < 0.05. Price perception also had a positive and significant effect with a tcal value of 2.782 > a ttable of 1.994 and a significance value of 0.000 < 0.05. The promotion strategy had a positive and significant effect with a tcal value of 3.629 > a ttable of 1.994 and a significance value of 0.000 < 0.05. Simultaneously, the three variables had a positive and significant effect on consumer buying interest with a Fcal value of 25.914 > Ftable of 2.74 and a significance of 0.000 < 0.05. The value of the R Square determination coefficient of 0.549 showed that service quality, price perception, and promotional strategy were able to explain the variation in consumer buying interest by 54.9%, while the rest was influenced by other factors outside the research model.]]>
