The Influence of Perceptions of Marketing Strategy, Pricing, and Product on the Branding of Dontea Cafe Tegal

Abstract

This study aims to analyze the influence of perceptions of marketing strategy, pricing, and product on the branding of Dontea Café Tegal. The research employed a quantitative approach with a survey design, involving 100 respondents who had visited Dontea Café Tegal. The questionnaire instrument was tested for validity and reliability, and the data were analyzed using multiple linear regression. The results show that all questionnaire items are valid and reliable. The t-test results indicate that marketing strategy, pricing, and product each have a significant effect on branding. The F-test shows that these three variables simultaneously have a significant influence on branding. The Adjusted R² value of 0.987 indicates that 98.7% of the variation in branding can be explained by the three independent variables. Marketing strategy is identified as the most dominant variable influencing branding. This study concludes that strengthening marketing strategies, implementing appropriate pricing, and maintaining consistent product innovation are essential to enhancing the branding of Dontea Café Tegal.