Abstract: This study was conducted to determine and analyze the effect of product variety, product quality and price offered both partially and simultaneously on buying interest in the Etalase Pasar Baru, Bandung, Indonesia. Data collection in this study was carried out through distributing questionnaires and using descriptive quantitative data analysis. Sampling was carried out by non-probability sampling method, namely by purposive sampling. The sample used in this study were consumers who knew and had shopped at Etapasbar.id Bandung, with a total of 100 respondents. The method of analysis of this research is multiple linear regression tests and the analytical tool used with the help of SPSS. Based on the research results from descriptive analysis, it shows that the product variety variable is in the very good category, while product quality and price are in the good category. The results of multiple linear analysis can be concluded that the variables of product variety, product quality and price have a positive and significant effect on buying interest in Etapasbar.id Bandung both partially and simultaneously. Based on the results of the coefficient of determination test, a value of 69.7% was obtained. While the remaining 30.3% is influenced by other factors not examined in this study.

Keywords: product variety, product quality, price, buying interest, traditional market, digital business

Pages: 72-80