SumatraPDF not printing in correct orientation for 2x4" label

[gdog2u]

Version: 3.5.2 64-bit

I have some software that sends PDF files to a label printer for printing. No matter what I seem to set Sumatra's print settings to, I cannot seem to get it to print in the correct orientation. Attached image is how it prints. The labels are supposed to be rotated 90° degrees.

Currently we have Adobe Acrobat doing the same task, and it sends them to the label printer in the correct orientation without any additional settings changes, but I would really like to switch to SumatraPDF.

[GitHubRulesOK]

I would strongly suggest you use Acrobat. (best of the wrong type of print method)
The printing in SumatraPDF is down to WinPrint and PDFs are totally unsuited to monochrome label printers unless using Zebra PDF Direct (PDF reader is inside the firmware)
SumatraPDF could never be needed nor suitable, see all the questions on why poor quality barcode dots when there is nothing wrong with viewing the Barcode as SumatraPDF is a perfectly good PDF SCREEN reader.
SumatraPDF is based on coloured images and barcode or label printer's need black and white text. So, need convert from RGB pixels into text instructions via dedicated drivers such as the print manufacturer provides in their SDKs or Acrobat replaces by edit the PDF output in its own drivers.

[GitHubRulesOK]

If you insist on using the WinPrint inferior imaging system (avoided by using Acrobat)

The first setting to change is Advanced Options edit shrink to none which is often part of the issues then in a command line ensure you set the correct paperkind for that model (as per windows forms description) and then during test use the ,portrait OR ,landscape switch which is NOT as you may expect when using roll printing.

If the quality is as poor as I expect it to be, the only improvement left is using the correct Seagull BARtender driver.
Edge browser is the native Windows PDF handler so much better at controlling print but an absolute nightmare to use via commands thus need you write lots of programming.

[gdog2u]

Thank you. I will give your first paragraph a try next week, and will update on the results.