ANALYSIS OF QUALITY, PRICE AND LIFESTYLE OF GENERATION Z ON PURCHASING DECISIONS AT MIXUE ICE CREAM & TEA IN PACITAN

Kota Pacitan

Abstract

This research aims to analyze product quality, price and lifestyle of Generation Z on purchasing decisions for Mixue Ice Cream and Tea in Pacitan City. The population in this research is Mixue consumers who are included in the Generation Z category in Pacitan City. The method used in this research is a survey with a sampling technique using data observation. The data obtained was analyzed using interview techniques and literature studies to test the influence of each variable on purchasing decisions. The research results show that product quality, price and lifestyle have a positive and significant influence on Mixue purchasing decisions.Among these three variables, Generation Z's lifestyle has a significant influence on purchasing decisions. This research suggests that Mixue should pay more attention to product quality that suits Generation Z preferences, as well as adapting pricing and marketing strategies to lifestyles that are relevant for young consumers in Pacitan City.