<![CDATA[Abstract This research explores the marketing communication strategy of Mixue in Magelang City, which is increasingly relevant amidst fierce competition in the beverage industry. Mixue, which has grown rapidly in Indonesia since 2018, offers a variety of high-quality beverages. The research method used is descriptive qualitative, with data collection through interviews, observation, and documentation. The results show that Mixue's revenue report experiences up-and-down changes that are influenced by internal competition between Mixue outlets and other brands such as Momoyo. Effective marketing communication strategies, including the use of social media, price promotions, and participation in local events, contributed to increased brand awareness and customer loyalty. Product quality and strategic location selection were also key to success. In conclusion, to maintain its position in a competitive market, Mixue needs to increase collaboration between outlets, focus on product innovation, and maintain quality consistency, so as to improve competitiveness and overall performance. This research provides useful insights for stakeholders in formulating more effective and sustainable marketing strategies. Abstract Penelitian ini mengeksplorasi strategi komunikasi pemasaran Mixue di Kota Magelang, yang semakin relevan di tengah persaingan ketat di industri minuman. Mixue, yang telah berkembang pesat di Indonesia sejak 2018, menawarkan beragam minuman berkualitas tinggi. Metode penelitian yang digunakan adalah deskriptif kualitatif, dengan pengumpulan data melalui wawancara, observasi, dan dokumentasi. Hasil menunjukkan bahwa laporan pendapatan Mixue mengalami perubahan naik-turun yang dipengaruhi oleh persaingan internal antar gerai Mixue dan merek lain seperti Momoyo. Strategi komunikasi pemasaran yang efektif, termasuk penggunaan media sosial, promosi harga, dan partisipasi dalam event lokal, berkontribusi pada peningkatan kesadaran merek dan loyalitas pelanggan. Kualitas produk dan pemilihan lokasi strategis juga menjadi kunci keberhasilan. Kesimpulannya, untuk mempertahankan posisi di pasar yang kompetitif, Mixue perlu meningkatkan kolaborasi antar gerai, fokus pada inovasi produk, dan menjaga konsistensi kualitas, sehingga dapat meningkatkan daya saing dan kinerja keseluruhan. Penelitian ini memberikan wawasan yang bermanfaat bagi pemangku kepentingan dalam merumuskan strategi pemasaran yang lebih efektif dan berkelanjutan.]]>
