Analisis Pemanfaatan Media Sosial Sebagai Strategi Digital Marketing Pada Gerai Mixue Karang Menjangan Surabaya

Abstract

This study analyzes the utilization of sosial media as a digital marketing strategy for Mixue outlets in Suraba-ya, identifying supporting and inhibiting factors, as well as assessing the impact on brand awareness and competitiveness. The research employs a descriptive qualitative method, utilizing observation, semi-structured interviews, and documentation with eight informants, consisting of three internal outlet staff and five consum-ers. The results indicate that Mixue actively utilizes TikTok and Instagram, with TikTok serving as the domi-nant platform to engage consumers through promotional content and digital vouchers. The content manage-ment implements a "glocal marketing" approach, combining central management content with independent creative content from store crews. Supporting factors include routine Zoom coordination, strict SOPs, a solid team culture, and affordable pricing strategies. Inhibiting factors include stock shortages, discrepancies be-tween sosial media content and product reality, outlet-specific voucher systems, and internal outlet competi-tion. This digital marketing strategy significantly enhances brand awareness, purchasing decisions, and con-sumer loyalty, while organically driving user-generated content (UGC).