Perception of Product Strategy, Pricing, and Branding in Maintaining the Life Cycle of Central Batik Products (Rest Area Heritage KM 260B Banjaratma)

Abstract

This study investigates the extent to which perceptions of product strategy, pricing practices, and customer satisfaction contribute to the formulation of the market strategy at Ruang Tengah Coffee Tegal. The background of the study is competition in the coffee shop industry, which demands companies maximize marketing performance. The method used was descriptive quantitative associative, with primary data collected through a questionnaire. The results of a partial test (t-test) indicate that Perception of Product Strategy, Pricing, and Customer Satisfaction each have a positive and significant influence on Market Strategy. Simultaneously (F-test), all three variables also have a significant influence on Market Strategy. The Adjusted R-square result demonstrates that 72.6% of the variation in Market Strategy is collectively explained by the independent variables, with the remaining 27.4% accounted for by other unobserved factors. This research provides practical benefits for management in formulating more effective marketing strategies.