Kajian Literatur: Fenomena Viral Brand dan Dampak Pada Pembelian Mixue
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Jul 18, 2023
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Abstract
Since 2020, Mixue has started to expand in Indonesia and experienced rapid development by opening 317 outlets by the end of March 2022. The massive opening of Mixue outlets cannot be separated from the viral phenomenon among netizens. This article aims to analyze the literature review related to the virality of the Mixue brand and its impact on product purchases. There are 5 scientific works have been analyzed and the results show that viral marketing has a positive and significant influence on consumer interest and purchasing decisions. Furthermore, turbo marketing can also positively and significantly influence on consumer purchasing decisions. Finally, the existence of brand image and brand awareness can also have a positive and significant influence on consumer purchasing decisions.
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Wise Maliha, D., Nilam Sari, M., Kahar, A., Septrizarty, R., & Asrilsyak, S. (2023). Kajian Literatur: Fenomena Viral Brand dan Dampak Pada Pembelian Mixue. Journal on Education, 6(1), 7334-7339. https://doi.org/10.31004/joe.v6i1.3996
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References
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Darwis, R. S. F., Hermawan, A., & Purwaamijaya, B. M. (2024). The Influence of Turbo Marketing and Brand Image on Mixue Ice Cream Purchase Decision In Tasikmalaya. Indonesian Journal of Digital Business. 4(2), 23-30. DOI:https://doi.org/10.17509/ijdb.v4i2.59603
Furqon, M. A. (2020). Pengaruh Viral Marketing dan Turbo Marketing Terhadap Keputusan Pembelian. Jurnal Inspirasi Bisnis dan Manajemen. 4 (1), 78-90. DOI:http://dx.doi.org/10.33603/jibm.v4i1.3311
Hartadijaya, J., & Lego, Y. (2023). Faktor-faktor yang Mempengaruhi Kepuasan Konsumen Mixue Taman Ratu di Jakarta Barat. Jurnal Manajerial dan Kewirausahaan. 5, 2 (April. 2023), 501-510. DOI: https://doi.org/10.24912/jmk.v5i2.23421
Maliha, D.W. (2023). Digital Readiness of Creative Economy Entrepreneurs Subsector Culinary in Padang City. Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan. 4, 1 (Jan. 2023), 175 –. DOI: https://doi.org/10.53697/emak.v4i1.1111.
Maliha, D.W. (2022). Penerapan Pemulihan Transformatif Digitalisasi UMKM di Kota Padang. Ensiklopedia Social Review, 4(1), 38-44. DOI: https://doi.org/10.33559/esr.v4i1
Nursalim, H., & Setianingsih, R. E. (2023). The Influence of Viral Marketing and Brand Awareness on Consumers Purchase Intention of Mixue Beverage Products in Jakarta. Journal of International Conference Proceedings. 6(1), 100-111. DOI: https://doi.org/10.32535/jicp.v6i1.2258
Oswaldo, I.G. (2023). Profil dan Jabatan Snow King, Ikon Mixue yang Suka Cari Ruko Kosong. DetikFinance. (https://finance.detik.com/berita-ekonomi-bisnis/d-6488073/profil-dan-jabatan-snow-king-ikon-mixue-yang-suka-cari-ruko-kosong), diakses pada 29 Desember 2022.
Rosmayanti, M. (2023). Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Mixue. Journal on Education. 5, 3 (Feb. 2023), 8126-8137. DOI:https://doi.org/10.31004/joe.v5i3.1600.
Sari, H.P. (2023). Industri Makanan dan Minuman Diproyeksi Tumbuh 5-7 Persen pada 2023. Kompas.com (https://money.kompas.com/read/2023/04/11/140500126/industri-makanan-dan-minuman-diproyeksi-tumbuh-5-7-persen-pada-2023), diakses pada 11 April 2023.
Wijayanti, R.I. (2023). Berapa Jumlah Gerai Mixue di Indonesia? Franchise Es Krim yang Kini Menjamur. Idxchannel. (https://www.idxchannel.com/milenomic/berapa-jumlah-gerai-mixue-di-indonesia-franchise-es-krim-yang-kini-menjamur), diakses pada 2 Januari 2023.
Widi, S. (2023). Pengguna Media Sosial di Indonesia Sebanyak 167 Juta pada 2023. Dataindonesia.id. (https://dataindonesia.id/internet/detail/pengguna-media-sosial-di-indonesia-sebanyak-167-juta-pada-2023), diakses pada 3 Februari 2023.