<![CDATA[This research has the aim of knowing the effect of product quality and variety on consumer buying interest in green argopuro, Sumbermalang sub-district. This study used a sample of 60 consumers. The data analysis method used is multiple linear regression analysis. The results obtained in this study indicate that product quality has a significant effect on buying interest (Y) with a t-count value of 2.937 and t-table 2.002 which means t-count is greater than t-table and singnifikasinya 0.004 produl variations have a significant effect on consumer buying interest with a t-count value of 5.507 and t-table 2.002 and a significance value of 0.000. And the variables of product quality and product variety simultaneously have a significant influence on consumer buying interest in green argopuro, Sumbermalang sub-district with the F value obtained is 74.371 which is greater than f table 3.16 and a significance value of 0.000 which is smaller than 0.05. The conclusion of this study is that the variable quality and variety of products have a significant influence partially or simultaneously on consumer buying interest in green argopuro sub-district Sumbermalang. Keywords: product quality, product variety, purchase intention]]>
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