The Influence of Mixue's Price and Product Quality on Millennial Generation Consumer Buying Interest

This research delves into how the price and quality of Mixue products affect the likelihood of people from the millennial generation, who are fond of Mixue products, to make a purchase. We selected a group of 85 individuals through purposive sampling. We gathered data using questionnaires, interviews, and observations, and we made sure the data was reliable and valid. We subjected the collected data to various statistical tests, including classical assumption tests, multiple linear regression analysis, F tests, t tests, and determination of the coefficient of determination. The results show a significant and positive connection between both the price and quality of Mixue products and the intention to buy them. In conclusion, this study highlights that price and product quality are crucial factors that influence people's decision to purchase Mixue products.