THE INFLUENCE OF MARKETING MIX (4P) TOWARD PURCHASE DECISIONS OF FASHION PRODUCT BERRYBENKA (A CASE OF GENERATION Z IN JABODETABEK)

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.,