Abstract
The title of this research is. The Effect of Product Innovation, Product Quality, and Packaging Form on Interest in Buying Tofu Products (a case study of umkm mak mus in Ujung Market, Kepahiang Regency). (case study of UMKM Mak Mus in Ujung Market, Kepahiang Regency) . This study uses a quantitative approach with data analysis techniques using multiple regression analysis. The population in this study were all MSME customers who knew Mak Mus, whose number was unknown, with a sample of 90 respondents. This study used the Simple Random Sampling technique. Product innovation, product quality and packaging form simultaneously have a significant effect on buying interest. Product innovation, product quality and packaging form partially have a significant effect on buying interest. Keywords: Product Innovation, Product Quality, Safety Form, Buying Interest
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