Market Dynamics and Consumer Preferences for Contemporary Solo Iced Tea: An Analysis of Branding and Marketing in Bojong District, Pekalongan Regency

Abstract

Abstract
Es Teh Solo Kekinian is a beverage business that has been established since 2023 with the aim of creating jobs for the community. In this research, the observation method is used to collect information about the business. Contemporary Solo Tea has become a cultural phenomenon that reflects tradition and innovation. As part of Solo's cultural heritage, this tea not only offers a delicious taste, but also a unique social experience. The increasing popularity of Teh Solo Kekinian is driven by factors such as variety of flavors, effective branding strategies and smart digital marketing. The adaptation of Indonesia's long-standing tea drinking culture to contemporary tastes and lifestyles means Teh Solo Kekinian not only maintains its relevance but also strengthens local cultural and economic identity. Products and variations for Es Teh Solo Kekinian only sell drinks and do not provide food. The flagship drink variant is Teh Tarik, and this business also offers a variety of iced tea drink products. On average, Solo Kekinian Iced Tea requires 1 ton of sugar every month. With branch expansion, Es Teh Solo Kekinian now has 5 branches in Pekalongan. As part of a business development strategy, the application of managerial economics is very important.