Strategi Pemasaran Dalam Upaya Peningkatan Daya Tarik Pelanggan Pada UMKM Mixue

Muhammad Arrasy Izatullah (Jurusan Manajemen,Fakultas Ekonomi Dan Bisnis, Universitas Putra Indonesia YPTK Padang)
Aulia Citra (JurusanManajemen,FakultasEkonomi DanBisnis,UniversitasPutraIndonesiaYPTKPadang)
Arifa Khairiza Azri (Jurusan Manajemen,Fakultas Ekonomi Dan Bisnis, Universitas Putra Indonesia YPTK Padang)
Fitri Nuraini Hidayat (Jurusan Manajemen,Fakultas Ekonomi Dan Bisnis, Universitas Putra Indonesia YPTK Padang)
Ramdani Bayu Putra (Jurusan Manajemen,Fakultas Ekonomi Dan Bisnis, Universitas Putra Indonesia YPTK Padang)

JEBD
Vol. 1 No. 2 (2023): Oktober - Desember

Amid ever-changing market dynamics, MSME Mixue displays an agile response to changing consumer trends and market needs. The use of the latest technology is key in aligning and increasing business efficiency, from inventory management to digital marketing. Technology adoption has also been proven to expand Mixue's MSME market reach and increase interaction with customers. This research documents the creative and proactive adaptation strategies implemented by Mixue MSMEs, illustrating how they not only survive in an era of rapid change but also utilize it as an opportunity for business growth and continuity