consumers can distinguish between one product or service and another (Syah and Yanuar

2013). The brand is an intangible asset whose value is more expensive than other physical

assets such as land area, buildings and also production machines (Ferawati 2018). Brands have

spend their free time by going to entertainment places such as cafes, cinemas, restaurants and

shopping centers. In accordance with the development of this era, Surabaya as a metropolitan

city also responded, namely with the existence of a number of shopping centers, some of which

have been operating and others are still in the stage of planning and development stages. In a

fierce competition, product differentiation and prices are very important, considering the large

variety of products offered today (Pradono, Kusumantoro, and Retapradana 2015). Product

differentiation and prices aimed at pampering consumers and containing loyal consumers to a

brand are things that must now be more misinterpreted in the future. Differentiation in the

product can be in the form of packaged flavors or it can also be the quality of the product itself

(Mutiara 2018). While the elements of the price can be in the form of discounts or discounts.

Because having loyal consumers to a brand is a very big asset for a company (Yoo, Donthu,

According to Kotler (2004) in (Shabastian 2013) marketing by social definition is a social

process by which individuals and groups get what is needed and desired by creating, offering

and freely exchanging valuable products and services with other parties‖. Meanwhile, when

viewed from a managerial definition, marketing is often described as the art of selling products.

Meanwhile, Vellas and Becherel in (Shabastian 2013) explain that marketing is a management

process that identifies and anticipates demand and customer satisfaction by making a profit.

The American Marketing Association(Kotler and Amstrong 2002:10) defines marketing as the

process of planning and executing thoughts, pricing, promotion, and channeling ideas, goods,

and services to create exchanges that meet individual and organizational goals.

consumption that may satisfy a need and desire. Sometimes we use other terms for products,

such as offering, and solution (Kotler 2001). Products are also defined as anything that is

offered into the market to get attention, owned, used or consumed so that it can satisfy the

needs or desires of customers. Included in the physical object, services, people, places,

organizations and ideas (Kotler and Amstrong 2002). Products have several components,

namely diversity (product variety). Quality, design, features, brand, packing, sizes, services,

warantties and returns, as stated by Kotler (Adnan et al. 2022). A company must find ways

that are meaningful and in line with the development of the times to perfect the products it

offers, it is because every product produced has a product life cycle, where after reaching the

maturity stage, usually a product will experience a decline and possibly die along with the

and performance of a product (Akbar 2021).

example is in the price of the loan, when the cost will be expressed as a percentage of the

interest rate. The amount of interest paid depends on the loan amount and the loan period

(Suherman and Siska 2021). Another example can be found in the prices of financial

derivatives and other financial assets. For example the price of inflation related to government

securities in some countries is quoted as the actual price divided by the factor representing

inflation since the security was issued. The path in question is a vision (future goal) for an

Z= Price interval depending of Alpha (=1- 0,95=0,05), so his Z = 1,976

p= estimator proporsi populasi

d= interval (0,10)

q= 1 – p

Z

2,576

(0,10)

Therefore, the sample used in this study was 100 people as respondents. The sampling technique

in this study is non probability sampling with the Purposive Sampling method. The non

Table 1. Profile of Respondents by age

always maintained, food and beverage jamanan, attractive food and beverage design, satisfying

that the Price Strategy makes customers satisfied and makes customers loyal to Tator Cafe. 3)

When viewed as a whole, the Product Strategy and Price Strategy have a significant effect on

the Loyaty Brand even though the Product Strategy is more dominant when compared to the

Price Strategy

submitted as follows: 1) In terms of Product Strategy: Food and beverages served by Tator

Cafe can satisfy customers and make customers loyal to Tator Cafe, even so Tator Cafe must

maintain so that customers can continue to be loyal. To maintain it, Tator Cafe is recommended

to add a variety of food and drinks within a certain period of time, training employees to

maintain the quality of service.

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