PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN PADA BRAND ZILCH SURABAYA

Abstract

The rapid development of the fashion industry in local countries attracts foreign cloth brands to invest their money and compete. One of the clothing lines in Surabaya is ZILCH. A group made this line of teenagers with similar passion and ideas on street fashion or it could be said by streetwear. Therefore, this research aimed to examine the effect of the marketing mix on buying decisions of a brand of l ZILCH. The research was quantitative. With the data collection technique used saturated sampling, the population was 97 respondents. Moreover. the sampling technique used accidental sampling. As a result, the product had a positive and significant effect on buying decisions. Similarly, the price had a positive and significant effect on buying decisions. Likewise, the people had a positive and significant effect on buying decisions. Also, the promotion had a positive and significant effect on buying decisions of a brand of ZILCH.