The concept of quality of life is very complex because it includes not only the material but also various subjective indicators that affect human life. Marketing at the macro level has a great impact on all spheres of life, is very extensive and can greatly improve the quality of life in society. The aim of this paper is to determine which factors affect the quality of life in the Republic of Croatia by comparing and analyzing data collected by our own research on the perception of quality of life of respondents with previous research on quality of life in Croatia and the rest of Europe. The paper consists of a theoretical and a practical part. The first part of the paper shows the theoretical basis that includes the elaboration of the concept of quality of life. Macromarketing has a great impact on the quality of life and therefore in the theoretical part the concept of macromarketing is treated through the definition and connection of macromarketing and quality of life. The second part of the theoretical part of the paper presents analysis of previous quality of life research conducted at the European level. The results of three surveys are presented, namely the survey on the student population EUROSTUDENT VI, then the Eurofound survey on the population of certain European countries and finally the results of the survey collected from the world database Numbeo. The third part of the paper is the practical part. For this part of the paper, data were collected and processed through an online survey. The survey included students from all over Croatia. The main purpose of this research is based on the collected data of their own research on the perception of students about the quality of life in Croatia and data from previous research to make a comparison and see what are the key factors influencing quality of life which needs to be improved.