THE ROLE OF PRICE IN MEDIATING CULTURE AGAINST CONSUMER BUYING INTEREST AT CV. ANUGRAH RENGAT

The goal of this study is to examine how culture affects prices, how culture affects buying interest, how price affects buying interest, and how culture affects customer buying interest through CV. Anugrah Rengat. Anugrah Rengat, 98 people, were among the consumers whose CVs were sampled by researchers. A random sampling methodology was used to select this sampling strategy. The quantitative approaches used to examine the research data included path analysis, which was run using the IBM SPSS Version 21 program and the Sobel calculator. The findings of this study demonstrate that: (1) Culture affects prices. (2) Cultural factors affect consumer interest. (3) Cost affects consumers' propensity to buy. (4) Price acts as a mediator between culture and buying interest..