Evaluasi Potensi dan Model Pengembangan Bisnis Magic Water pada Industri Minuman Sehat di Era Gaya Hidup Modern

Bayuadi Bayuadi (Universitas PGRI Adi Buana Surabaya)
M. Afrizal Miradji (Universitas PGRI Adi Buana Surabaya)
Lizaristi Berliana Putri (Universitas PGRI Adi Buana Surabaya)
Muhammad Rizky Rizal Maulana (Universitas PGRI Adi Buana Surabaya)
Nurul Fitrianingtyas (Universitas PGRI Adi Buana Surabaya)
Icha Nurul Laili Fitriah (Universitas PGRI Adi Buana Surabaya)
Muhammad Arfian Bayu Nugroho (Universitas PGRI Adi Buana Surabaya)

Scripta Economica: Journal of Economics, Management, and Accounting
Vol 1 No 1 (2025): July: Scripta Economica: Journal of Economics, Management, and Accounting

This study aims to evaluate the potential and business development model of Magic Water as part of the growing healthy beverage industry, in line with increasing public awareness of a more health-oriented modern lifestyle. The study was conducted through market data analysis from official international reports, literature studies, and a review of relevant natural beverage product development strategies. The results of the study show that global demand for functional and health drinks is experiencing stable growth, as reflected in market value projections for 2030 and 2033. These findings show that innovation based on natural ingredients, branding power, and digital marketing strategies are key determinants in increasing the competitiveness of Magic Water products in domestic and international markets. This research emphasizes the importance of integrating product uniqueness, health trends, and sustainable business approaches to ensure Magic Water can secure a strategic position and grow competitively amid the increasingly progressive dynamics of the global healthy beverage industry.