Abstract

This study examined the gap between Mixue's visually appealing social media ads and the lack of clear, informative content needed to build trust and loyalty, especially among Generation Z consumers who value authenticity and credibility. The study used a quantitative descriptive-correlational design to examine the relationship between social media advertising and purchase intention. It was conducted at the Kai Mall branch of Mixue, with respondents selected through purposive sampling. Participants were active social media users and recent customers exposed to the brand's online advertisements. The findings showed that Mixue's main audience in Kai Mall consists of socially active individuals. Visual appeal and creativity received the highest ratings, indicating that the ads are attractive, while informativeness was also rated positively, though product details could still be improved. The results further revealed high purchase intention, meaning social media ads encourage store visits. The findings highlight that strong visual appeal is essential for gaining attention, but credibility and transparency are the key factors that convert viewers into actual customers. While Mixue successfully maintains digital visibility, the study shows a need to strengthen two-way engagement and brand humanization.