Branding Strategy, Pricing, and Customer Satisfaction towards the Product Life Cycle of Mixue Hang Tuah Branch

Abstract

The development of the food and beverage industry, particularly in the dessert and ice cream segment, requires companies to implement effective marketing strategies in order to sustain product viability in the market. Mixue, as one of the rapidly growing international ice cream brands in Indonesia, needs to manage its product life cycle through branding strategies, pricing policies, and efforts to enhance customer satisfaction. This study aims to analyze the influence of branding strategy, pricing, and customer satisfaction on the product life cycle of Mixue at the Hang Tuah branch.This research employs a quantitative approach with a causal associative research design. Data were collected through questionnaires distributed to consumers of Mixue Hang Tuah Branch using non-probability sampling techniques, namely accidental and purposive sampling. The data analysis methods include descriptive statistical analysis, classical assumption tests, and multiple linear regression analysis using SPSS software.The results of this study are expected to demonstrate a significant influence, both partially and simultaneously, of branding strategy, pricing, and customer satisfaction on the product life cycle. The findings are expected to provide theoretical contributions to the development of marketing studies and serve as practical considerations for Mixue management in formulating sustainable marketing strategies to extend the product life cycle amid intense industry competition.