¹Feby Febrian,²Adriza,³Granit Agustina,⁴Rudi Suprianto Ahmadi

^1,4Universitas Winaya Mukti & Jl. Turangga No. 25 Bandung, Indonesia

²Akademi Sekretari Manajemen Kencana & Jl Wastu Kencana No 5c Bandung, Indonesia

³Universitas Kebangsaan Republik Indonesia & Jl Pelajar Pejuang 45 no 8 Bandung.Indonesia

DOI : https://doi.org/10.58806/ijsshmr.2023.v2i9n02

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ABSTRACT

This study has three variables, namely green product (x1), price (x2) and buying interest (y) which aims by explore product quality, price and buying interest in Pangandaran Dahon batik. By this way the research is quantitative by descriptive and verification approach. Primary data collection techniques obtained through questionnaires, observations and interviews. Secondary data obtained through the library and documents that were reviewed. The population is 100 consumers of Batik Dahon Pangandaran. The effect of green product and price on buying interest is used multiple linear regression analysis or path analysis and determinant coefficients with the help of SPSS for window 24. Green products and prices with buying interest in Batik Dahon Pangandaran and respondents' results from the questionnaire answers turned out to be green products and The price on buying interest in Batik Dahon Pangandaran as a whole shows a positive and good response. Obtained on batik Dahon Pangandaran and others influenced by other factors.

KEYWORDS:

Green Product, Price, Buying Interest

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VOlUME 02 ISSUE 09 SEPTEMBER 2023