Mixue Ice Cream Business Development Strategy in Lhokseumawe City

Abstrak

This research aims to examine the business development strategy of Mixue ice cream in Lhokseumawe, with a focus on identifying the factors that influence business growth and sustainability. Mixue, as one of the rapidly growing ice cream and beverage brands in Indonesia, ncluding in Lhokseumawe, requires an appropriate strategy to maintain its existence and enhance competitiveness in the local market. This research uses a descriptive qualitative method with informants consisting of the store manager, admin, employees, and Mixue customers. Data were collected through interviews, direct observation, and documentation. The results of the study show that Mixue has succeeded in expanding the market through effective digital marketing strategies, maintaining product quality through consistent operational standards, running a business according to government regulations such as halal certification and business permits that strengthen consumer trust. This research is expected to provide useful insights for similar business actors in formulating effective and sustainable business strategies.