PURCHASE INTEREST REVIEWED BASED ON PRICE AND LOCATION

. The research objective is to determine the impact of price and location on buying interest. The approach used in the research design is a qualitative descriptive approach and a quantitative descriptive approach. This study uses a test of validity, reliability, normality, simple linear regression, correlation and determination, the t test with the results of the study, namely a positive and significant effect between price and location on buying interest and a moderately high level of relationship. The contribution of price and location to buying interest was 49,5%.


INTRODUCTION
Danu Jaya Birdshop Pematangsiantar is a trading business that sells products such as various birds, bird cages, bird food and various bird cage equipment. To create buying interest, economical price factors and strategic sales locations are needed. According to (Susetyarsi, 2013), buying interest is the tendency of consumers to buy a brand or take actions related to purchases as measured by the level of likelihood of consumers making purchases. Then according to (Priansa, 2022), the dimensions of buying interest consist of transactional Interest, is the tendency of consumers to always buy products (goods or services) produced by the company, this is based on high trust in the company, referential Interest, is the tendency of consumers to refer their products to others. Such interest arises after consumers have experience and information about the product, preferential Interest, is an interest that describes the behavior of consumers who have a primary preference for these products. Such preferentials can only be replaced if something happens to the product of his preference and exploratory Interest, is an interest that describes the behavior of consumers who are always looking for information about the products they are interested in and looking for information to support positive traits. Buying interest arises because of the stimuli given from the products offered or promoted. Buying interest in Danu Jaya Birdshop Pematang Siantar can be seen from the dimensions of transactional interest, referential interest, preferential request, exploratory interest. The phenomenon of buying interest is not optimal, where consumers are reluctant to replace the recommended product, when the product sought is empty so that consumers do not make purchases.
One of the factors that influence buying interest is price. According to (Hasan, 2013), states that the concept of price for consumers is all forms of monetary costs provided by consumers to obtain, obtain, utilize a number of combinations of goods and services from these products. Then according to (Susanto, 2013), explaining the price dimension, namely: price range, is the actual price of a product written on something that must be paid by the customer. What this means is that customers tend to look at the final price and decide they will receive good value as expected, discount, is a discount given by the seller to the buyer as a reward for certain activities of the buyer that are pleasant to the seller, payment method, as a procedure and mechanism for payment of a product / service in accordance with existing provisions. Ease of making payments can be used as one of the considerations for customers in making purchase decisions. This is supported by research (Efendi, Saroh and Hardati, 2022), that prices have a positive effect on buying interest. Prices at Danu Jaya Bird Shop Pematang Siantar can be measured from three dimensions, namely affordability, discounts, and payment methods. The price phenomenon that occurs where there are still consumers who buy products at competing stores because the price offered is cheaper.
Another factor that influences buying interest is location. According to (Lupiyoadi, 2013), location is a decision made by a company or educational institution related to where the operation and its staff will be placed. Then according to (Yunus, 2014), the dimensions of location are access, that the location must be strategic, easy to reach either using private vehicles or public transportation, so that it can influence consumers to make repeat purchases, visibility, which means that with a simple building form it makes consumers feel more comfortable, because with a simple building form all people can visit the business. In addition, the existing signage is quite visible to consumers, thus influencing consumers to make repeat purchases, traffic, where this indicates that the location of the business is on a road that is crowded with vehicles, but when visitors are crowded it does not hamper passing vehicles or does not hinder existing traffic, parking lot, which means that businesses must provide parking spaces even though vehicles parked on the side of the road do not hamper passing vehicles, besides that although parking drivers are not always there but vehicles parked by consumers neatly and competition, this indicates that the business is located in a location that has many competitors, both competitors who offer the same product to competitors who offer other products. This is supported by research (Sadiyah, 2021), that location has a positive effect on buying interest. The location dimensions include location access, visibility, traffic, parking lots, and competition. The phenomenon of problems at the location can be seen in stores that do not provide special land for parking so that consumer vehicles park on the side of the road which results in disrupted traffic flow.

RESEARCH METHODS
This research was conducted on 39 consumers of Danu Jaya Bird Shop Pematang Siantar. Research design used through surveys. With qualitative and quantitative data, with primary and secondary data sources. Field data collection was carried out by observation, interviews, and questionnaire distribution. Data analysis with mix method with qualitative and quantitative analysis (Sugiyono, 2013).

RESULTS AND DISCUSSION Qualitative Analysis Results
Grouping the average answer criteria of respondents to describe respondents' answers qualitatively using the following Pretty good 1,81-2,60 Not good 1,00-1,80 Very Not Good

Price Overview
Prices are seen from several aspects such as affordability, discounts, and payment methods.  (2023) The average value of the Price variable is 3.64 with good answer criteria. The highest average value was 3.72 on the discount dimension. While the lowest average value was 3.51 on the price affordability dimension.

Location Overview
Location is seen from several aspects such as location access, parking lots, traffic, visibility, and competition.  (2023) The average value of the Location variable was 3.83 with good answer criteria. The highest average value was 3.91 on the location access dimension. While the lowest average value was 3.68 in the parking lot dimension.

Buying Interest Overview
Buying interest is measured by the dimensions of transactional interest, referential interest, preferential request, exploratory interest.  (2023) The average value of the buying interest variable was 3.77 with good answer criteria. The highest average score was 3.91 on the referential interest dimension. While the lowest average value was 3.67 on the preferential interest dimension.

Quantitative Analysis Results Multiple Linear Regression
To analyze the influence between variables simultaneously, multiple linear regression analysis with the help of the following SPSS is used:

Table 5. Multiple Linear Regression Results
Source: Data Processiong using SPSS (2023) Based on the table above, the regression model is Ŷ = 8.712 + 0.214 X1 + 0.515 X2 meaning that price and location have a positive effect on buying interest.

Simple Linear Regression
To partially analyze the influence between variables, a simple linear regression analysis with the help of the following SPSS is used:   (2023) Based on the table above, the regression model is Ŷ = 14.168 + 0.542 X2 interpreted as location has a positive effect on buying interest.

Correlation and Coefficient of Determination
To see the closeness of the relationship between variables and the contribution of independent variables to the ups and downs of dependent variables, it can be seen from the results of correlation analysis and coefficient of determination through the following SPSS program: Table 8.

Correlation and Coefficient of Determination
Source: Data Processiong using SPSS (2023) The calculation results obtained r = 0.703 which means there is a moderately high and positive relationship between price and location with buying interest. Furthermore, the coefficient of determination = 0.495 means that buying interest of 49.5% is explained by price and location, and the remaining 50.5% is explained by other things that are not discussed in this study.

Hypothesis Test
Test the hypothesis used with the F test and t test to prove the hypothesis proposed earlier. Table 9. F Test Source: Data Processiong using SPSS (2023) Based on the table above, a significance value of 0.000 < 0.05 is obtained, which means that H0 is rejected, meaning that price and location have a positive and significant effect on buying interest.  (2023) Based on the table above, a significance value of 0.040 < 0.05 is obtained, which means that H0 is rejected, meaning that the price has a positive and significant effect on buying interest.

Table 11. Location t test of Purchase Intention
Source: Data Processiong using SPSS (2023) Based on the table above, a significance value of 0.000 < 0.05 is obtained, which means that H0 is rejected, meaning that location has a positive and significant effect on buying interest.

Discussions
Based on the results of the questionnaire in the study, it can be concluded that the price at Danu Jaya Bird Shop Pematang Siantar is in the good category with an average value of 3.64. In this case, there are still below-average indicators. In the dimension of affordability with price indicators that are affordable to consumers, this can be optimized by providing ornamental bird species at lower and lower prices so that consumers with lower and middle economic levels feel satisfied because they can buy decorative birds at affordable prices.
Based on the results of the recapitulation, respondents' answers related to location are classified as good with an average value of 3.83. In this case, there are still below-average indicators. In the dimensions of the parking lot with the indicator of the parking area of the business location, this can be optimized by providing a plot of land opposite the store to be used as a parking area so that four-wheeled and two-wheeled vehicles can be parked properly.
Based on the results of the recapitulation, respondents' answers related to buying interest are classified as good with an average value of 3.77. In this case, there are still belowaverage indicators. In the preferential dimension with indicators of consumer responses when the product is searched in an empty state, this can be optimized with store owners making more stock for the best-selling products purchased by consumers so that when consumers want to make purchases the product is always available.

CONCLUSION AND SUGGESTIONS
From the results of the analysis and discussion, it was found that price, location and buying interest are good, and there is a positive and significant influence between price and location on buying interest.
The advice given by the author includes to increase price variables, Danu Jaya Bird Shop Pematang Siantar should provide decorative bird species at lower prices so that consumers with lower and middle economic levels feel satisfied because they can buy decorative birds at affordable prices. To increase the location variable, Danu Jaya Bird Shop Pematang Siantar should provide a plot of land opposite the store to be used as a parking area so that four-wheeled and two-wheeled vehicles can be parked properly. To increase the variable of buying interest, Danu Jaya Bird Shop Pematang Siantar should make more stock for the best-selling products purchased by consumers so that when consumers want to make purchases these products are always available.