Perception of Product Strategy, Pricing and Customer Satisfaction Towards Competitive Position Strategy in Sri Ayu Coffee and Eatery

Abstract

The purpose of this research is to examine how Sri Ayu Coffee and Eatery's competitive position strategy is affected by product strategy, price, and customer happiness in Tegal Regency. One hundred participants, chosen by means of purposive sampling, were interviewed and/or given questionnaires as part of this quantitative study's data gathering procedures. Using SPSS version 22, the data was examined using a battery of tests, including validity, reliability, classical assumption, multiple linear regression, t-tests, F-tests, and coefficients of determination. The findings indicated that product strategy significantly impacted competitive position in a favorable way, with a significance level of 0.002 <0.05. Pricing significantly impacted competitive position in a favorable way, with a significance level of 0.000 <0.05. Furthermore, competitive position was positively and significantly impacted by customer satisfaction (p < 0.05). The simultaneous influence of product strategy, pricing, and customer pleasure on competitive position was significant (F-value: 23.058, p < 0.05). With an Adjusted R Squared value of0.401, we can see that the three independent variables can only explain 40.1% of the variation in competitive position, while extraneous factors influence the other 59.9%. Product strategy, pricing, and customer pleasure might help Sri Ayu Coffee and Eatery increase its competitive position.