Pengaruh Brand Image dan Iklan Terhadap Perilaku Pembelian Konsumen Pada Mixue Cabang Cifest Cikarang

Fatin Salsabila (Universitas Pelita Bangsa)
Muhammad Muadz Al Qarny (Universitas Pelita Bangsa)
Mutty Destianty Putry (Universitas Pelita Bangsa)
Luthfiah Istiqomah (Universitas Pelita Bangsa)
Retno Purwani Setyaningrum (Universitas Pelita Bangsa)

Journal of Innovative and Creativity
Vol. 5 No. 2 (2025)

This study aims to analyze the influence of brand image and advertising on consumer purchasing behavior at Mixue Jababeka Branch. Mixue is a popular beverage and ice cream brand in Indonesia, known for its creative and massive marketing strategy on social media. This research used a quantitative approach with a survey method involving 70 respondents who are Mixue consumers. The instrument used was a Likert-scale questionnaire. The results indicate that brand image and advertising have a positive relationship with consumer purchasing behavior. However, their influence is not statistically significant, suggesting that other factors such as price, product quality, and social recommendations should also be considered in understanding consumer purchase decisions. This research is expected to provide insights for business practitioners in formulating more targeted marketing strategies.