Customer Purchase Decision for Mixue Ice Cream and Tea: Role of Product, Price, Place and E-WOM

Abstract

In the Southeast Asia region, Indonesia holds the position of the largest market for Boba drinks. with an estimated market value of US$1.6 billion, accounting for 43.7% of the total boba market value in the region. Mixue Ice Cream and Tea is one of the leading contemporary beverage brands in Southeast Asia, with over 1000 outlets. This brand has gained considerable attention in Indonesia, with many social media users sharing posts about their products and prices, as well as the brnd's rapid and expansive business growth in the country. This study purposed to determine how much influence Product, Price, Place, Information Quality, Information Quantity, Information Credibility have on Purchase Decision of Mixue. The study was carried out with a survey of 400 respondents participated, and the data analysis were using the Structural Equation Modeling with Smart PLS 4.0 Software. Product, Price, Place, Information Quality, Information Credibility, and Information Quantity all fall into the category of "good" based on descriptive analysis. The outcomes of this study reveal that the variables of Product, Price, Place, and Information Quality exerted a notable positive and statistically significant impact on the Purchase Decision. Conversely, both Information Quantity and Information Credibility were found to lack a significant influence on the Purchase Decision.