<![CDATA[The research objectives were to identify the product life cycle phase of the café business and identify the marketing strategy of Kedai Kopi Janji Jiwa Tondano Jilid 571. The research was conducted for 3 months from June 2023 to August 2023. The research took place at Kedai Kopi Janji Jiwa Tondano Jilid 571, Liningaan Village, East Tondano District, Minahasa Regency. This research uses two types of data, namely primary data obtained through observation, interviews and questionnaires. Secondary data were obtained from company documents, seminar papers, and literature relevant to the research. Sampling using purposive sampling and the research sample taken was 40 people. The results showed that the product life cycle of Kedai Kopi Janji Jiwa Tondano Jilid 571 is in the maturity stage, especially at the stable maturity stage, namely sales that have reached their peak or are still growing or decreasing and do not have daily, monthly or annual targets. Marketing strategies based on the aspects of place and people aspects are a good choice of consumers because all consumers answer 100% good, and the less good ones are in the promotion aspect, due to the lack of promotion carried out and not many consumers know.]]>
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