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Businesses can mark up the selling price as they want in the past. The selling price is a sum up of the cost per unit and surplus profit. However, this strategy is obsolete and inefficient, especially in contemporary marketing, due to the highly competitive environment. There are many pricing strategies proposed during the past several years. It is well-known to marketers that these are not necessarily standalone strategies; many can be combined when setting prices for products and services. Some common pricing strategies are cost-plus pricing, high-low pricing, penetration pricing, bundle pricing, psychological pricing, competition-based pricing, and value-based pricing. Nowadays, the advancement of the internet and digital technologies provides accessible information about the product and business. The customer decides which manufacturers to purchase from, which is abundant in the market. Therefore, businesses have to adapt to align with the changes mentioned above to obtain quality products at fair prices. The business model had changed to the customer-oriented perspective model