The Effect of Integrated Marketing Communication on Brand Equity for Mixue Consumers in Lhokseumawe City

This study aims to analyze the effect of Integrated Marketing Communication (IMC) on Brand Equity for Mixue consumers in Lhokseumawe City. The background of this research is based on the importance of integrated marketing communication in building strong brand perceptions in the midst of increasingly competitive business competition. The research method used is quantitative with a descriptive approach and simple linear regression analysis. The research sample amounted to 100 respondents who were determined using the Lemeshow formula. The results of the analysis show that Integrated Marketing Communication has a positive and significant effect on Brand Equity Mixue. This is evidenced by the t-count value of 10.025 which is greater than the t-table of 1.984 and a significance value of 0.000 (p < 0.05). This finding shows that Mixue's consistent communication strategy through various channels, especially social media, is effective in increasing brand recognition and positive consumer perceptions. The mean value of the IMC variable is 3.98 and Brand Equity is 4.09, both of which fall into the “agree” category. The most prominent aspect of IMC is social media advertisements that attract consumers' attention, while from Brand Equity is the recognition of Mixue's logo and packaging. However, consumers' emotional attachment to the brand is still relatively low, so it needs to be improved through a more personalized and emotional strategy. This research reinforces the theory that integrated marketing communications play an important role in building and maintaining brand equity in the minds of consumers.