<![CDATA[The food and beverage (F&B) industry in Indonesia is experiencing rapid growth with an estimated increase of five to seven percent by the end of 2023. One of the main players attracting attention is Mixue, a snow ice cream franchise that has utilized viral marketing strategies to expand its market share. the market. This research aims to analyze the impact of Mixue's viral marketing strategy on consumer interest and purchasing behavior in the Indonesian market. Using a qualitative descriptive approach, this research combines literature analysis from scientific journals published in the last five years. Data was collected through searches on Google Scholar, Vosviewers, Harzing's Publish, or Perish, with the keywords: "viral marketing", "ice cream franchise", "Mixue", and "consumer purchasing behavior". The research results show that Mixue's viral marketing strategy is successful in increasing brand image and brand awareness, which in turn has a significant impact on consumer interest and purchasing behavior. Additionally, the study found that the combination of product uniqueness and innovative marketing techniques played an important role in Mixue's success in the market.]]>
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