The Effect of Price and Product Quality on Purchasing Decisions of Teh Hitam Celup Tambi (Study on Consumers of PT Perkebunan Tambi Wonosobo)

PT Perkebunan Tambi is a tea company in Wonosobo district which produces various kinds of tea, one of which is the Tambi Black Tea. Based on sales data for Tambi Black Tea Dips from 2017 to 2021 sales of Tambi Dip Black Tea are very volatile, especially in 2020 it experienced a very drastic decline reaching -68.9% as a result of the impact of the Covid-19 pandemic. This study aims to prove the effect of price and product quality on purchasing decisions of Tambi Black Tea Celup in Wonosobo. This type of research is explanatory research with purposive sampling and accidental sampling techniques. Data collection used in this study by submitting questionnaires to respondents. The number of samples in this study amounted to 97 respondents in Wonosobo Regency who had bought or consumed Tambi Dip Black Tea. The data analysis method used was validity test, reliability test, correlation coefficient, determination coefficient test, simple regression analysis and multiple regression analysis, then significance test (t test and F test) using the SPSS for Windows version 25.0 program. The results of this study show that partially price contributes 25.7% and product quality 27.2% to purchasing decisions. Meanwhile, price and product quality simultaneously contributed 30.9% to purchasing decisions. Based on these results, it can be seen that the price partially has a significant negative effect on the purchasing decision variable. Product quality partially has a significant positive effect on purchasing decision variables. Price and product quality simultaneously have a significant influence on purchasing decision variables. Suggestions from this study are for companies to evaluate pricing and product packaging as well as procedures for presenting products so that they can attract consumers to purchase Tambi Celup Black Tea