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All Journal Madani: Multidisciplinary Scientific Journal
Aurelia Yoelinda
Sekolah Tinggi Ilmu Ekonomi IBMT, Surabaya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Physics Public Health Social Sciences Other

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Analisis Pemanfaatan Media Sosial Sebagai Strategi Digital Marketing Pada Gerai Mixue Karang Menjangan Surabaya Aurelia Yoelinda; Iswati I; Eny Sulistyowati
Madani: Jurnal Ilmiah Multidisiplin Vol 4, No 7 (2026): August 2026
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22055678

Abstract

This study analyzes the utilization of sosial media as a digital marketing strategy for Mixue outlets in Suraba-ya, identifying supporting and inhibiting factors, as well as assessing the impact on brand awareness and competitiveness. The research employs a descriptive qualitative method, utilizing observation, semi-structured interviews, and documentation with eight informants, consisting of three internal outlet staff and five consum-ers. The results indicate that Mixue actively utilizes TikTok and Instagram, with TikTok serving as the domi-nant platform to engage consumers through promotional content and digital vouchers. The content manage-ment implements a "glocal marketing" approach, combining central management content with independent creative content from store crews. Supporting factors include routine Zoom coordination, strict SOPs, a solid team culture, and affordable pricing strategies. Inhibiting factors include stock shortages, discrepancies be-tween sosial media content and product reality, outlet-specific voucher systems, and internal outlet competi-tion. This digital marketing strategy significantly enhances brand awareness, purchasing decisions, and con-sumer loyalty, while organically driving user-generated content (UGC).
Co-Authors Eny Sulistyowati Iswati I