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All Journal Journal of Management Analytical and Solution
Fahreza, Ilham Ahmad
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Decision Sciences, Operations Research & Management

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Implementation of Marketing Mix on Purchasing Decisions in the Mixue Comal Drink Industry Harikha, Natasya Stifani; Aji, Gunawan; Fahreza, Ilham Ahmad; Fiana, Fina Qoif
Journal Of Management Analytical and Solution (JoMAS) Vol. 4 No. 1 (2024): Journal Of Management Analytical and Solution
Publisher : TALENTA Publisher, Universitas Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32734/jomas.v4i1.14522

Abstract

This research uses a qualitative descriptive approach and collects data through interviews about relevant literature or library materials, such as books, journals and websites, related to the research subject. The beverage industry has grown rapidly in recent years. There is no worry that many investors are interested in investing in Indonesia, and mixue is one of them. gacorqq The Mixue franchise company was founded in Zhengzhou, Henan Province, China, in June 1997, and sells tea drinks and soft serve ice cream. The marketing mix or marketing mix is ​​a marketing tool that forms a strategy for the company's marketing activities to achieve the company's vision and mission in an optimal way. This writing aims to analyze how the use of Marketing Mix has an impact on the Mixue beverage industry and whether it influences purchasing decisions in this industry. The results of this research show that Mixue Comal uses a Marketing Mix system, which consists of seven marketing components including product, price, place, promotion, people, processes and facilities which have a positive impact on the beverage industry and Mixue Comal purchasing decisions.
Co-Authors Fiana, Fina Qoif Gunawan Aji Harikha, Natasya Stifani