The Influence of Advertising in Marketing Strategy on Purchase Decisions at Mixue Outlet, Lawang, Malang Regency

The rapid growth of the food and beverages industry in Indonesia has driven companies to remain their business in the dynamic and competitive market. Effective and efficient marketing strategies can help companies establish their brands and attarct consumer purchasing interest. The use of digital technology can be big opportunity for developing market strategy in this modern era. One of the method is through advertising. One of the popular food and beverage brand, Mixue, which has even entered international markets. The success of Mixue can not be separated from the role of advertising in shaping consumer perception and influencing customer behaviour, thereby encouraging purchase decision. This research purposes to determine the influence of advertising as a marketing strategy on purchase decision. The data used in this primary data collected through Gform and completed by 63 respondents. Data analysis using simple linear regression and t-test with SPSS software. The results of the study show that advertising has a positive and significant influence on purchase decision. Interactive and interesting content on advertising about product and its various offers can build positive responses from consumer so it can increasing purchase decision.