<![CDATA[Interest in buying souvenirs from tourists is an important factor for business actors in the tourism sector. Buying interest can be influenced by various things. This study aims to determine the effect of price, brand image and taste on the interest in buying souvenirs by tourists at tourist attractions in Semarang. This research is a quantitative research using multiple regression analysis method. The population in this study were all tourists who had visited tourist attractions in Semarang. While the sample amounted to 100 respondents. The instrument in this study used a questionnaire with variable measurement using a Likert scale. The results of this study indicate that partially price and brand image have no significant effect on buying interest. Meanwhile, taste has a significant effect on buying interest. Entrepreneurs who sell souvenirs in the city of Semarang pay more attention to the quality of their products, so that the taste of their products will be able to increase consumer buying interest so that they get even better results. To develop the business in the future, entrepreneurs who sell souvenirs from the city of Semarang are expected to carry out product strategies and pricing strategies. Keywords: Price, Brand Image, Taste, Buying Interest]]>
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