The Effect of Income and Capital on Purchase Rates at Semarang Grocery Warungs (Case Study at 1 Food Stalls Semarang)

This study only limits the discussion on the effect of income and capital on the level of purchase at basic food stalls, Semarang (Case Study of Ana Semarang Grocery Stores). The formulation of the problem in this research: How is the influence of income, capital on the level of purchase at the basic food stalls, (Case Study of Ana Semarang Grocery Stores)?The research design used is quantitative research. Calculations use the slovin formula, so the sample in this study is 91 respondents.There is an influence of income on the level of purchase. The better or the higher the value of the income, the higher the purchase rate in the future so that the first hypothesis is accepted. There is an influence of capital on the level of purchase. The better or the higher the value of the capital, the higher the level of purchase in the future so that the second hypothesis is accepted. The influence of income and capital together on the level of purchase. Thus the third hypothesis is accepted. The capital variable that has the most influence on the level of purchase compared to income. Thus the fourth hypothesis is rejected or cannot be accepted.