Perception of Product Strategy, Pricing, and Customer Satisfaction Towards the Market Strategy of Mas Gondrong's Bakso Business

Abstract

This research aims to examine the extent to which perceptions of product strategy, pricing policies, and customer satisfaction influence marketing strategies at Bakso Mas Gondrong, a culinary business located in Tegal Regency. The study employs a quantitative approach with a purposive random sampling technique involving 100 respondents who have previously visited Bakso Mas Gondrong. Data were collected using a questionnaire based on the Likert scale and analyzed through multiple linear regression to determine the partial and simultaneous effects of each variable. The findings demonstrate that product strategy, pricing, and customer satisfaction collectively exert a positive and statistically significant influence on marketing strategy, with a significance value of 0.000 < 0.05. These results suggest that implementing an appropriate product strategy, establishing competitive pricing, and enhancing customer satisfaction can strengthen the market position and competitiveness of Bakso Mas Gondrong within the regional culinary sector.