The purpose of this study was to examine whether product quality,
attractiveness of the advertisement, discounts, and store atmosphere had a
significant effect on buying interest in Pizza Hut Purwokerto. The subject of this
research is those who had already purchased something from Pizza Hut and had
seen the layout of Pizza Hut. The testing techniques in this study were the validity
test, reliability test, classic assumption test, multiple linear regression analysis
and hypothesis testing. The results of the analysis show that all independent
variables have a significant effect on purchasing intention. Quality of the product,
attractiveness of the advertisement, discounted price and store atmosphere
partially have an effect on the purchasing intention.