<![CDATA[Indonesia is one of the developing countries with a large population. This makes it attractive for local and foreign businessmen to invest in the food and beverage industry. The trade sector that provides very efficient products is fast food restaurants. Food is a primary human need, therefore if there are still people in the world, then the need for food will also increase. The increasing number of the world's population, the need for food will also increase. So that this causes the creation of opportunities to open a business. Consumer buying interest is a very basic phenomenon in marketing activities. Price is the sum of costs plus profits. This study uses a qualitative method of literature study approach, with the aim of examining the effect of price on buying interest in fast food. Literature studies include theoretical studies, literature and various scientific works that are similar to the focus of this study including culture, values and norms in educational activities. The results of the study show that price has a significant positive effect on consumer buying interest. The results of the study show that price has a significant positive effect on buying interest. Based on the results of the study related to the effect of price on buying interest, it was concluded that from all the variables analyzed, the results obtained a significant positive effect. Studies related to consumer buying interest are considered interesting. Because buying interest is part of the fundamental aspect of business success, but the challenge that must be faced is how to choose the right strategy.]]>
