This research is conducted to find out the influence of marketing mix towards purchase intention of self-service concept salad bar. With the economic development, the culinary business has evolved and become more modern, one of the innovations is self-service concept in Pizza Hut Restaurants. The objectives of this research are to determine all factors that affect millennial desire towards purchase intention of self-service concept and to identify the influence of each factor. In this research, the theories are used marketing theory (marketing mix, 4Ps), purchase intention and millennial generation.This research is used IBM SPSS as the tool analysis. The sampling method used is probability sampling, especially convenience sampling. Multiple regression analysis is used to analyze the response from 166 respondents. Multiple regression analysis revealed that there is significant influence of marketing mix on purchase intention.