<![CDATA[The rapid growth oh the culinary industry, particulary in pastry, has triggered intense business competition, requiring bakery businesses to implement precise marketing strategies. Pricing and product variety are key determinants in attracting and maintaining consumer buying interest. This study aims to analyze the partial and simultaneous effects of selling price and product variety on consumer buying interest at Amal Bakery Jakarta. A quantitative associative approach was employed, with sample size determination based on Roscoe’s method, involving 40 respondents who are concumers of Amal Bakery. Primary data were gathered via structured online questionnaires and analyzed using data quality test, classical assumption test, multiple linear regression analysis, and hypothesis testing via SPSS version 20. The partial test results (T-test) indicate that selling price has a positive and significant effect on consumer buying interest (sig. 0.000 < 0.05). Conversely, product variety does not significantly affect consumer buying interest (sig. 0.633 > 0.05). Simultaneously (F-test), selling price and product variety significantly influence consumer buying interest (sig. 0.000 < 0.05). The coefficient of determination () of 0.557 demonstrates that the independent variables explain 55.7% of the variance in consumer buying interest, while the remaining 44.3% is influenced by unexamined factors.]]>
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