2026Journal articleFree to read
Dista, Trigati, Novia, Vicky, Agustinus, Diah Ayu
Jurnal Ekonomi Pendidikan dan Pengabdian Masyarakat
Penelitian ini bertujuan untuk menentukan strategi pemasaran yang tepat bagi produk Mooboo sebagai minuman silky berbahan dasar fresh milk yang mengikuti tren minuman kekinian. Latar belakang penelitian ini didasari oleh pesatnya pertumbuhan bisnis F&B di Indonesia, meningkatnya minat masyarakat terhadap minuman berbasis susu yang bernutrisi, serta tingginya persaingan pada segmen minuman creamy dan bertopping. Mooboo, yang menawarkan varian rasa populer seperti coklat, matcha, taro, dan red velvet, perlu memiliki strategi pemasaran yang inovatif agar mampu bertahan dan tetap relevan di tengah perubahan selera konsumen. Penelitian ini menggunakan metode deskriptif dengan pengumpulan data melalui observasi, analisis tren pasar, dan peninjauan praktik pemasaran yang dilakukan pelaku bisnis minuman kekinian. Hasil penelitian menunjukkan bahwa Mooboo memiliki peluang besar untuk berkembang melalui penguatan identitas produk, pemanfaatan media sosial, peningkatan visualisasi kemasan, serta penyesuaian varian rasa sesuai preferensi konsumen. Temuan ini menegaskan bahwa strategi pemasaran yang tepat akan membantu Mooboo meningkatkan daya tarik produk dan memperluas jangkauan pasar. Kesimpulannya, pengembangan strategi pemasaran berbasis tren dan perilaku konsumen menjadi kunci keberhasilan Mooboo dalam menghadapi persaingan industri minuman kekinian.
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Topics
Matcha is mentioned in passing here (named in the abstract).
Dista, Trigati, Novia, Vicky, Agustinus, Diah Ayu. (2026). Branding Fun & Friendly: Rahasia Mooboo Dalam Menarik Konsumen Minuman Kekinian. Jurnal Ekonomi Pendidikan dan Pengabdian Masyarakat. https://doi.org/10.63200/jependimas.v3i1.67
DOI: 10.63200/jependimas.v3i1.67
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