INTERNATIONAL PROCEEDING OF ISBN: 978-623-6763-07-0 LAW & ECONOMICS IPLE 2020 The page | 104 PRODUCT QUALITY, INFLUENCE OF PRICE AND E-COMMERCE ON PEOPLE'S BUYING INTEREST ON UMKM Muhammad Arif Universitas Muhammadiyah Sumatera Utara muhammadarif@umsu.ac.id Abstract Buying interest is a condition where a person is interested in a product and has the intention to buy the product, but at this stage the actual buying process has not occurred. At restaurant X in Kota Tebing Tinggi, it was found that the price of the product was slightly more expensive than competitors, the quality of the food was sometimes non-standard, and the unavailability of e-commerce.This is a factor that can affect customer buying interest. This study aims to determine the effect of price, product quality, and e-commerce on the buying interest of the customers of Restaurant X in Tebing Tinggi City. The type of research used in this research is quantitative research usingexplanatory research approach.The population in this study were all customers of restaurant X. The sample in this study amounted to 100 respondents. The data analysis technique used multiple linear regression analysis. The results of hypothesis testing are known that there is a significant effect between price on buying interest (sig = 0.000 and t = 3.613). There is a significant effect of product quality on buying interest (sig.=0.000 and tcount=5.253). There is no significant effect between e- commerce on buying interest (sig.=7,780 and tcount=0,280). There is a significant effect between price, product quality, and e-commerce on buying interest (sig. = 0.000 and Fcount = 19.221). The value of R Square (0.375) which means price, product quality, and e-commerce contribute to buying interest by 37.5%. The conclusion of this study is that there is a significant effect of price on the buying interest of the customers of Restaurant X in Tebing Tinggi City. There is a significant effect of product quality on the buying interest of the customers of Restaurant X in Tebing Tinggi City. There is no significant effect of e-commerce on the buying interest of Restaurant X customers in Tebing Tinggi City. There is a significant influence between price, product quality, and e-commerce on the buying interest of the customers of Restaurant X in Tebing Tinggi City Keywords: Buying Interest, Price, Product Quality, E-Commerce 1. INTRODUCTION Today's society is classified as more consumptive. This is marked by the number of emerging businesses in the culinary field. Both from local food to foreign food. This shows that people's buying interest is increasing, especially in the culinary field. This high public buying interest can be used as a reference for building businesses in the culinary field. As is known today, there are various types of culinary businesses that can be found easily in various places in Indonesia. One of them is the business of Restaurant X in the City of Tebing Tinggi. This restaurant has been around for a long time and has a large number of visitors. Its customers come from various ages, genders and occupations. Based on initial observations of the object of research conducted on customers, various problems were found, including the problem of the price of the products sold by the restaurant, where the price offered by the Padang restaurant was slightly more expensive than the surrounding restaurants. As for the problem of product quality offered by this restaurant, basically the portion given is sometimes different when the maker is different or there is no clear standard regarding the portion and sometimes the food tastes saltier than usual. Furthermore, related to the e-commerce problem applied by this restaurant, it was found that this restaurant had not used online sales and did not also provide delivery services through digital applications. Then the problem of buying interest in restaurant X customers in Tebing Tinggi City was found that the buying interest of visitors decreased. As for the problem of promotion, it was found that this restaurant rarely carried out promotions to attract visitors to buy. Buying interest is a statement in consumers that shows the tendency or interest of consumers to buy a product in a certain amount and a certain period of time that can be used by