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All Journal Jurnal Manajemen Strategis
Mai Sarah Nabila Putri
Universitas Bina Sarana Informatika
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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ANALISIS STRATEGI BISNIS FRANCHISE MIXUE DALAM MEMPERLUAS PASAR DI INDONESIA MELALUI HARGA DAN MEDIA SOSIAL Mai Sarah Nabila Putri
MANTRA (Jurnal Manajemen Strategis) Vol. 4 No. 1 (2026): Agustus 2026
Publisher : Desanta Publisher

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Abstract

This study aims to analyze Mixue's business strategy in expanding its market in Indonesia. A descriptive qualitative approach was used, utilizing secondary data obtained from journals, books, articles, news sources, and social media. The results show that affordable pricing and effective social media marketing play a crucial role in attracting consumers, increasing brand awareness, and strengthening competitiveness. Supported by a strategic location, strong branding, and a franchise system, Mixue has successfully expanded its presence and achieved rapid growth in the Indonesian beverage market. Keywords : Mixue, business strategy, pricing strategy, social media marketing.
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