The Influence of Mixue's Price and Product Quality on Millennial Generation Consumer Buying Interest

The chapter investigates the impact of Mixue's price and product quality on the buying intentions of millennial consumers in the ice cream market. It begins by highlighting the significant opportunities in the culinary business, driven by evolving food and beverage needs. The study focuses on Mixue Ice Cream and Tea, a Chinese brand with a rapidly expanding presence in Indonesia. The research examines how price and product quality influence consumer purchasing decisions, drawing on previous studies to support its hypotheses. Using a quantitative approach, the study collects data through interviews, observations, and questionnaires, analyzing it with Smart-Partial Least Square (PLS). The findings reveal that both price and product quality have a substantial and positive impact on consumer purchase intentions, with these factors collectively accounting for 60.4% of the influence on consumer decisions. The chapter concludes by emphasizing the need for Mixue to improve product quality and set competitive prices to boost sales, making it a valuable resource for understanding the millennial consumer market in the ice cream industry.