<![CDATA[This study aims to analyze the effect of price, location, product quality, and service quality on consumer purchasing interest in purchasing basic necessities. Data were collected through a questionnaire method distributed to 120 respondents who shopped at a Medan grocery store. Sample selection was carried out using a simple random sampling technique to obtain respondents' responses related to the research variables. Furthermore, the data were analyzed quantitatively using validity tests, reliability, multiple linear regression analysis, F test, t test, and determination coefficient analysis (R²). The results of hypothesis testing using the t test showed that the three independent variables (price, location, product quality, and service quality) had a significance value of less than 0.05, namely price of 0.001, location of 0.001, product quality of 0.581, and service quality of 0.001. Meanwhile, the results of the F test indicated that simultaneously, the variables price, location, product quality, and service quality had a significant effect on consumer purchasing interest with a significance level of 0.001. Based on the results of the determination coefficient analysis, it was found that 65.1% of the variation in consumer purchasing interest can be explained by the variables of price, location, product quality, and service quality, while the remaining 34.9% is influenced by other factors not included in this study. Keywords : Price, Location, Product, Service, Purchase Interest]]>
