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All Journal Jurnal Ekonomi & Manajemen Bisnis (JIMBIS)
Fikrina Faraidi Fardani
UNU Surakarta

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INOVASI PRODUK DAN STRATEGI PEMASARAN PADA MINAT PEMBELIAN ULANG PRODUK MIXUE DI KOTA SURAKARTA Fikrina Faraidi Fardani; Laila Lutfiyati
Jurnal Ekonomi & Manajemen Bisnis Vol 3 No 01 (2026): Jurnal Ekonomi & Manajemen Bisnis
Publisher : Universitas Nahdlatul Ulama Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54622/jimbis.v3i01.764

Abstract

In the post-COVID-19 situation and the lifting of the PPKM (Community Activity Restrictions) status, Mixue became one of the ice cream and tea drinks that drove trends in 2022. The nickname "the angel who plucks empty shophouses" is closely associated with this brand due to Mixue's massive expansion in Indonesia and its savior for shophouse owners after the pandemic. In 2025, hundreds of Mixue outlets closed permanently. In Solo, many shophouses were no longer occupied by Mixue, having been converted to other brands. This study was conducted on 100 respondents with the following criteria: having purchased Mixue in the past year and being aged 18-25 years. The results showed that innovation and marketing strategies influenced repurchase intention by 84.5%. Product innovation and marketing strategies were proven to have a significant influence on repurchase intention for Mixue products. Although innovation has played a positive role in consumer repurchase intention, Mixue must continue to conduct research and product development to maintain its innovation, considering that many Mixue outlets are currently closed. In addition, marketing strategies must continue to be improved to be more effective so that they become top of mind for consumers when looking for beverage and ice cream products.
Co-Authors Laila Lutfiyati