Abstract:
The development of Indonesian fashion can be said to continue to experience
great development. There are rows of shops in the mall, with a line of stunning
fashion brands, high-quality products, and of course also famous abroad. this
study aims to analyze the purchasing decisions of BerryBenka Fashion products to
determine the Influence of the Marketing Mix (Product, Price, Location,
Promotion). This study uses Quantitative Research for the sampling technique use
Non-Probability Sampling. The population in this study is Generation Z in
JABODETABEK who have purchased BerryBenka fashion products, data
collection uses online questionnaires distributed through social media platforms.
The survey will be conducted on 280 respondents who have purchased the
product. Results of the research Conducted for multiple linear regression analysis
show that Product, Price, Place, and Promotion have a significant influence on
purchasing decisions. In the F test, it is known that the product, price, place, and
promotion variables simultaneously have a significant influence on purchasing
decisions for BerryBenka products in generation Z in JABODETABEK.,
